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SSP Market Share - China - Q1 2025

See which Supply-Side Platforms (SSPs) are driving the most programmatic ad impressions in China. Pixalate’s Q1 2025 SSP Market Share Reports rank sellers by their estimated share of programmatic ad impressions across web domains, mobile apps, and Connected TV (CTV) apps in China, highlighting leading SSPs like Verve, Index Exchange, Magnite, Google Ad Exchange, and more.

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Pixalate's Methodology: Supply-Side Platform Market Share

Pixalate’s data science team compiles the SSP Market Share Reports by ranking programmatic advertising Supply-Side Platforms (SSPs) based on their estimated market share across platforms. The Q2 2025 edition, using June 2025 data, leverages Pixalate’s proprietary technology and methodology to estimate market share for 700+ SSPs. The analysis is primarily derived from buy-side open auction programmatic traffic sources.

How is SSP market share calculated?

Pixalate analyzes data from billions of programmatic advertising transactions. Sellers identified in this data are scored, and those exceeding predetermined traffic thresholds are ranked against other platforms based on the number of impressions associated with their SSPs.

Impressions flagged as IVT (invalid traffic) are excluded from these rankings. Additionally, countries with impressions below a minimum threshold are omitted to ensure a meaningful and accurate market share breakdown.

Where does Pixalate’s advertising data come from?

Pixalate analyzes advertising data from across the entire ad stack—from agencies and Demand-Side Platforms (DSPs) to SSPs, exchanges, and publishers. Where available, Pixalate also parses the OpenRTB SupplyChainObject (SCO), allocating market share credit to all sellers within an impression’s supply chain.

Are the data sources all Pixalate clients?

Many clients use our data analytics solution to gain insights into the advertising opportunities and impressions they traffic or receive. While client-specific data remains exclusive to that customer, aggregated datasets are used to produce our ratings.


I’ve heard that one company has higher quality inventory than another, but the rankings don’t reflect this—why not?

This report does not assess the “quality” of SSP inventory. Rankings are based solely on IVT-free impressions associated with each SSP.

For a qualitative analysis of sellers, see Pixalate’s Seller Trust Index.

Definitions:

  • Invalid Traffic (IVT): As used herein, and per the Media Rating Council (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.”
  • SSP Market Share: Pixalate defines “SSP Market Share” as the percentage of impressions associated with a given SSP out of all impressions within a country for a given platform. For example, if 100 total impressions were measured in Germany, and 10 of them were sold by Google AdExchange, then Google AdExchange would have a 10% market share. Pixalate's SCO mapping technology identifies instances where multiple sellers should receive market share credit for the same impression (i.e., reselling). This can result in a country's total SSP market share exceeding 100%.

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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).

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