Pixalate’s Q1 2026 Connected TV Seller Trust Index 2.0 reveals only 4.1% of CTV inventory is resold through arbitrage, versus 20.8% on web and 16.2% on mobile. Google AdExchange earned the top 'Direct' seller ranking across US CTV platforms, underscoring its programmatic advertising leadership.
Pixalate’s Q1 2026 Connected TV Seller Trust Index 2.0 evaluates over 20 programmatic CTV ad sellers on metrics such as inventory resale transparency, demand quality, and supply path integrity to gauge seller trust levels.
The index finds CTV inventory arbitrage at 4.1%, significantly lower than web’s 20.8% and mobile’s 16.2%, marking CTV as the most transparent channel for programmatic inventory resale.
Google AdExchange secured the highest score among US sellers for direct supply path legitimacy, reflecting minimal reliance on third-party resellers and strong alignment with advertiser requirements.
Achieving the top direct seller position in CTV could enhance advertiser demand and pricing for Google’s streaming ad inventory, potentially supporting future growth in its programmatic advertising revenue.
Globenewswire
