--- title: Pixalate’s Global Q1 2024 Server-Side Ad Insertion (SSAI) Benchmark Report for Connected TV description: Pixalate’s Global Q1 2024 Server-Side Ad Insertion (SSAI) Benchmark Report for Connected TV analyzes the state of SSAI implementation across top Connected TV (CTV) platforms. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Pixalate%20SSAI%20in%20CTV%20Advertising%20Benchmark%20Report%20Q1%202024.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-blog-bg.png) [SSAI](https://www.pixalate.com/blog/topic/ssai) | [CTV](https://www.pixalate.com/blog/topic/ctv) | 2 min read # Pixalate’s Global Q1 2024 Server-Side Ad Insertion (SSAI) Benchmark Report for Connected TV (CTV): SSAI Ad Fraud Rates Are 140% Higher Than Non-SSAI Traffic Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Jul 2, 2024 12:45:00 PM *85% of CTV apps across Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV use SSAI for open programmatic advertising, a 9% increase since H2 2023, according to Pixalate’s data; Invalid traffic (IVT), including ad fraud on non-transparent SSAI is 20% higher than on transparent SSAI* **LONDON, July 2, 2024** -- [Pixalate](https://www.pixalate.com/), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the [Q1 2024 Global Server-Side Ad Insertion (SSAI) in CTV Advertising Benchmark Report](https://www.pixalate.com/server-side-ad-insertion-ssai-benchmark-report-for-connected-tv), analyzing the state of SSAI implementation across top Connected TV (CTV) platforms. SSAI is a programmatic advertising feature combining ads and content into a single stream to provide a broadcast TV-like experience without buffering. Pixalate holds MRC Accreditation for Sophisticated Invalid Traffic (SIVT) detection and filtration across desktop, mobile web, mobile in-app, and connected TV (CTV) environments, including across (12) distinct server-side-ad-insertion (SSAI) measurement metrics. Pixalate’s data science team analyzed 3+ billion open programmatic CTV ad impressions in Q1 2024 to compile this research. The report includes data on SSAI usage across apps from the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores, as well as the top SSAI proxy servers and SSAI transparency rates by global region, including North America, Europe, the Middle East, and Africa (EMEA), and Latin America (LATAM). ## **Key Findings: Pixalate's SSAI Report CTV Platform Q1 2024** - **85% **of apps use SSAI for open programmatic advertising, up 9% (from 78%) in H2 2023 - **140% ****higher** IVT rates, including ad fraud, when SSAI is used in the CTV open programmatic ad supply chain in Q1 2024 - IVT on **non-transparent SSAI is 20%** higher than on transparent SSAI - **SSAI transparency dropped **by at least 50% in each global region - **North America**: 13% SSAI transparency rate, down from 31% in H2 2023 - **LATAM**: 12% SSAI transparency rate, down from 30%  - **EMEA**: 9% SSAI transparency rate, down from 18% - **Apple TV Store** had the highest percentage of apps using SSAI, at 90%  - **Roku **(87%) - **Amazon Fire TV** (77%) - **Samsung Smart TV** (76%) - **Amazon (AWS) **is the most used SSAI proxy server across all regions, followed by **Google Cloud** in LATAM and EMEA, and **Nubes LLC** in North America. ## **Top CTV Supply-Side Platforms (SSPs) by SSAI Transparency Score in Q1 2024** ## **Roku (Global)** 1. Google AdExchange 2. BeachFront 3. Kargo Global, Inc ## **Amazon Fire TV (Global)** 1. PulsePoint 2. AdsWizz 3. OpenX ## **Samsung Smart TV (Global)** 1. Kargo Global, Inc 2. OpenX 3. Sharethrough “Our research indicates that as SSAI adoption across CTV platforms continues to increase, ad fraud risks associated with SSAI remain high,” said Hawn Smith, Ad Fraud Product Manager. “Our research also revealed a significant decline in SSAI transparency rates across North America, EMEA, and LATAM, highlighting a deviation from the IAB Tech Lab’s VAST 4.x standards that emphasize transparency and fraud prevention when utilizing SSAI.” Download Pixalate’s Q1 2024 SSAI in CTV Advertising Benchmark Report today: [![Download Now](https://no-cache.hubspot.com/cta/default/2364596/068b8c14-b006-4d1e-ad5b-e5fb9789879f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/068b8c14-b006-4d1e-ad5b-e5fb9789879f) **About Pixalate** Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT).  [pixalate.com](https://www.pixalate.com/) ***Disclaimer*** *The content of this press release, and the SSAI Benchmark Report (the “Report”), reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees.* *Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to the time period studied.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate’s Q1 2024 Google vs. Apple COPPA Risk Scorecard Report: 201,627 (47%) Likely Child-Directed Apps Request Access to Personal Information](https://www.pixalate.com/blog/q1-2024-google-vs-apple-coppa-risk-scorecard-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate’s Global Social Media Invalid Traffic (IVT) Benchmarks Report For Facebook, Instagram, TikTok, X, Reddit, YouTube, Snapchat, and More: Facebook App Estimated IVT Rises to 10% in May 2024 →](https://www.pixalate.com/blog/may-2024-social-media-ivt-benchmarks-report) ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/global-q1-2024-server-side-ad-insertion-ssai-benchmark-report-for-connected-tv#) # Disclaimer Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees. Per the MRC, “'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *