United States Connected TV (CTV) STI 2.0 now rates CTV ad sellers by arbitrage risk and invalid traffic (ad fraud) risk across Roku, Amazon Fire TV, Apple TV, Samsung TV, and LG
LONDON, April 02, 2026 (GLOBE NEWSWIRE) — Pixalate, an ad fraud and privacy compliance platform, today released the Connected TV (CTV) Seller Trust Index (STI) 2.0. STI 2.0 provides a leap in measurement capability that fully differentiates between arbitraged vs. authorized publisher-direct inventory for 20+ open programmatic CTV ad sellers across Roku, Amazon Fire TV, Apple TV, Samsung TV, and LG in the United States. The index is free, public, and updated quarterly.
Historically, buyers have had no independent way to benchmark which sellers actually deliver direct inventory at scale across platforms, and which add to the โtech taxโ as resellers. Supply Path Optimization was supposed to solve this, but buyers have lacked the tools to identify which sellers are primarily reselling inventory (arbitraging).
โBuyers want to be one hop from the publisher at scale,โ said Jalal Nasir, CEO of Pixalate. โNow they can see, seller by seller and platform by platform, who actually holds direct publisher relationships and who is adding hops.โ
The STI 2.0 gives buyers that data. For each seller in each country, the model measures:
-
What Sellers Claim: How many publishers selling ads list the seller as DIRECT in their app-ads.txt file, as detected by Pixalate
-
Verification of Seller Claims: The scale and ratio of a sellerโs impressions that actually flowed through an authorized-direct path, per Pixalateโs SupplyChain Object (SCO) analysis
-
Seller Arbitrage Risk: Independent Pixalate risk rating for selling >50% of inventory as a reseller, according to Pixalateโs SCO analysis
CTV Seller Trust Index 2.0 Metrics
The following metrics are disclosed for each seller on each platform:
|
Metric |
Description |
|
Arbitraged Inventory Ratio |
The percentage… |