Pixalate Unveils US Connected TV (CTV) Seller Trust Index 2.0: First Independent SSP Rankings on Arbitrage Vs. Publisher-Direct; Rates 20+ CTV Ad Sellers (SSPs) in Q4 2025

Why It Matters

The Index gives advertisers a transparent tool to cut supply‑chain costs and mitigate fraud, reshaping buying strategies in the fast‑growing CTV market.

Key Takeaways

• Pixalate releases CTV Seller Trust Index 2.0.
• Index rates 20+ SSPs on arbitrage and fraud risk.
• Over 30% of SSPs act as resellers across platforms.
• Google AdExchange tops rankings with zero arbitrage.
• Reseller risk highest on LG platform (50% SSPs).

Pulse Analysis

Connected TV continues its rapid ascent, now accounting for a sizable share of digital ad spend. Yet the programmatic supply chain remains opaque, with buyers often unable to verify whether impressions come directly from publishers or through multiple reselling hops. This lack of visibility fuels higher transaction costs—sometimes called the "tech tax"—and exposes campaigns to invalid traffic. Independent benchmarks like Pixalate's new CTV Seller Trust Index 2.0 fill a critical gap, offering granular, platform‑specific insights that go beyond traditional supply‑path optimization tools.

The STI 2.0 employs Pixalate's proprietary SupplyChain Object analysis to calculate three core metrics: the proportion of arbitraged inventory, the penetration of DIRECT publisher listings in app‑ads.txt files, and sophisticated versus general invalid‑traffic ratios. The latest Q4 2025 data reveal that while Google AdExchange consistently delivers zero arbitrage across all platforms, a notable share of SSPs—31% on Amazon Fire TV and 50% on LG—sell more than half of their impressions as resold inventory. Additionally, several niche sellers such as Nexxen and MobileFuse register 100% arbitrage on at least one platform, underscoring the uneven landscape of CTV supply quality.

For media buyers, the Index serves as a decision‑making compass, enabling them to prioritize sellers with direct publisher relationships and lower fraud exposure. By pruning high‑risk intermediaries, advertisers can improve ROI, reduce wasted spend, and strengthen brand safety. As the CTV ecosystem matures, tools that provide transparent, data‑driven assessments will become indispensable, prompting SSPs to enhance their direct‑deal capabilities or risk losing premium demand. Pixalate’s free, quarterly updates position it as a cornerstone resource for any organization seeking to navigate the evolving CTV programmatic market.