The quarterly index covers more than 125 open programmatic CTV sellers across five major TV platforms and found only 0.7% of ranked U.S. inventory was resold in Q2 2026.
Pixalate published its Q2 2026 Connected TV seller trust rankings for the United States, expanding its Seller Trust Index 2.0 across Roku, Amazon Fire TV, Apple TV, Samsung TV and LG Smart TV. The free public index ranks more than 125 open programmatic CTV ad sellers and evaluates how often sellers are listed as DIRECT in app-ads.txt files, whether impressions actually flowed through authorized-direct paths using SupplyChain Object (advertising path transparency metadata) analysis, and whether a seller shows arbitrage risk by reselling more than half of its inventory. The report said CTV remained the lowest-arbitrage digital channel in Q2 2026. Pixalate measured 0.7% of ranked U.S. CTV inventory as resold rather than sold publisher-direct, compared with 15.3% on web and 15.2% on mobile. Only 2 of 195 ranked seller listings, about 1%, were primarily arbitrageurs, down from 8% in Q1. No ranked seller on Roku, Apple TV or LG Smart TV resold more than half of its measured inventory. In the platform-level rankings shown in the release, Google AdExchange led Roku and Amazon Fire TV. On Roku, Google AdExchange ranked first with 0% arbitraged inventory ratio, 1,228 DIRECT publisher penetration, a 20% SIVT ratio, a 30% GIVT ratio and a 6% likely fraudulent bundle ID traffic ratio. OpenX ranked second and Magnite third on Roku. On Amazon Fire TV, Google AdExchange ranked first with 0% arbitraged inventory ratio, 622 DIRECT publisher penetration, a 27% SIVT ratio, a 13% GIVT ratio and a 21% likely fraudulent bundle ID traffic ratio, while Magnite ranked second. Pixalate also highlighted the share of ranked SSPs with more than 50% arbitraged inventory ratio by platform: Samsung TV at 14%, Amazon Fire TV at 11%, and 0% for Roku, Apple TV and LG. The company said full rankings for all five CTV platforms are available on its website and noted it also publishes Mobile Seller Trust Index and Web Seller Trust Index reports.