--- title: Pixalate's Programmatic Ad Seller Misrepresentation Report - CTV Apps description: Pixalate's Programmatic Ad Seller Misrepresentation Report for CTV App Traffic uses SCO data to examine unauthorized sellers in the open programmatic advertising supply chain across Connected TV (CTV). image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Programmatic%20Ad%20Seller%20Misrepresentation%20Report%20-%20CTV%20landing%20page%20cover.png --- [![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=150&height=46&name=pixalate-logo-red-small.png "pixalate-logo-red-small")](https://www.pixalate.com/?hsLang=en) # Programmatic Ad Seller Misrepresentation - CTV Traffic - Q2 2025 **Pixalate’s Q2 2025 Programmatic Ad Seller Misrepresentation Report for Connected TV (CTV) Traffic **analyzes billions of web open programmatic ad impressions containing the OpenRTB Supply Chain Object (SCO) to evaluate the accuracy of declared supply paths. Despite the industry’s adoption of ads.txt and app-ads.txt to increase transparency, Pixalate’s analysis found that unauthorized selling is a persistent issue, challenging the perception that these measures have secured the ecosystem. ### Download Report *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms?hsLang=en) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/privacy-policy?hsLang=en).* ## **More Programmatic Ad Seller Misrepresentation Reports:** - [Web Traffic](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-web-traffic?hsLang=en) - [Mobile App Traffic](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-mobile-apps?hsLang=en) - [Connected TV (CTV) Traffic](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-ctv-apps?hsLang=en) The digital advertising industry **introduced the ads.txt specification to curb inventory misrepresentation and unauthorized selling** by enabling publishers to declare authorized sellers of their inventory. However, Pixalate’s latest findings hint that weak enforcement is undermining its effectiveness. **This report benchmarks the current state of supply paths**, focusing on the scope of unauthorized sellers, including both direct sellers and resellers. For a comprehensive study of the supply chain, refer to our [SupplyChain Object Verification Report](https://www.pixalate.com/supply-chain-object-verification-report-web-traffic?hsLang=en). ## **Pixalate's Methodology: Programmatic Ad Seller Misrepresentation** For this report series, Pixalate's data science team analyzed **billions of programmatic ad impressions** containing the OpenRTB SupplyChain Object (SCO) during Q2 2025. Our analysis, based on a set of SCO Verification checks defined by Pixalate, utilized data from OpenRTB SCO and ads.txt / app-ads.txt files to evaluate the accuracy of declared supply paths in the ad bidstream.   ## **What are the ads.txt and app-ads.txt standards?** The **ads.txt** initiative, created by the IAB Tech Lab, was designed to increase transparency in the programmatic advertising ecosystem. It allows publishers and other inventory owners to publicly **declare which companies are authorized to sell their digital ad space**, helping reduce domain spoofing and misrepresentation. The **app-ads.txt** standard **applies the same concept to mobile and Connected TV (CTV) apps**, giving app developers a way to publish a list of authorized sellers for their inventory. Together, ads.txt and app-ads.txt help buyers verify authenticity and minimize the risk of fraud in programmatic transactions. ## **What is sellers.json?** The sellers.json file is **published by sellers to indicate the partners they work with**. A published and accessible sellers.json file allows the identities of all nodes (entities that participated in the bid request) in the Supply Chain object to be discovered. ## **What is Invalid Traffic (IVT)?** As used herein, and per the MRC, “'Invalid Traffic' (IVT) 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.” ## **What is the SupplyChain Object (SCO)?** The SupplyChain Object (SCO) is an OpenRTB initiative designed to **provide transparency and list all entities in the open programmatic ad supply chain** for a given transaction. For more information, see [Pixalate’s SCO background video](https://muse.ai/v/BLHn4mg-Understanding-Supply-Chain-Object-SCO-Reporting-Pixalates-Approach-to-Ad-Fraud-Detection). ## **What types of SCO IVT does Pixalate assess?** To learn more about Pixalate’s SCO-focused IVT types, like ‘SCO Unauthorized Direct Seller IVT’, please visit our [knowledge base article](https://www.pixalate.com/knowledgebase/reported-invalid-traffic-ivt-types?hsLang=en) on the topic. ## **See also:** - … [Seller Trust Index](https://www.pixalate.com/seller-trust-index-usa?hsLang=en) - ... [Advertising SDK Market Share](https://www.pixalate.com/mobile-sdks-benchmarks-report-google?hsLang=en) - ... [SSP Supply Path Optimization Rankings](https://www.pixalate.com/ssp-supply-path-optimization-ranking-report-usa?hsLang=en) - … [Supply-Side Platform (SSP) Market Share](https://www.pixalate.com/ssp-market-share-report-united-states?hsLang=en) #### **About Pixalate** *Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform 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 MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT).* ### Schedule a Demo ![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?hsLang=en) and [Privacy Policy](https://www.pixalate.com/privacypolicy?hsLang=en) Products [Analytics](https://www.pixalate.com/products/analytics?hsLang=en) [Blocking](https://www.pixalate.com/products/blocking?hsLang=en) [Media Rating Terminal](https://www.pixalate.com/products/mrt?hsLang=en) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex&hsLang=en) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex&hsLang=en) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach&hsLang=en) Resources [Blog](https://blog.pixalate.com/?hsLang=en) [Press](https://www.pixalate.com/press?hsLang=en) [Careers](https://www.pixalate.com/jobs?hsLang=en) [Team](https://info.pixalate.com/pixalate-leadership-team?hsLang=en) 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?hsLang=en) [Privacy Policy](https://www.pixalate.com/privacypolicy?hsLang=en) [GDPR Compliance](https://www.pixalate.com/gdpr?hsLang=en) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-ctv-apps#) # 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?hsLang=en) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf?hsLang=en). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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