Things to Hate
Pixalate, a company that provides a fraud management system, believes invalid SSAI to be the major contributor to the fraud on OTT/CTV. Here's the hard truth: 26% of SSAI transactions in programmatic CTV are invalid. With the help of machines, fraudsters mimic SSAI proxy servers. But because this technology is such a common practice, it's rarely subjected to mistrust. That's why such schemes in most cases aren't identified and addressed timely.
The problem in the industry is that companies are either uninformed about the fraud risks related to this technology, or they don't know how to address them. Legitimate SSAI vendors available on the market cannot be the solution to the problem, as they are just an additional layer that helps fraudsters hide. Third-party companies that detect fraud and filter invalid SSAI transactions might offer some temporary fixes.
Most current ad technologies are built on the client-side and simply don't support SSAI. Therefore, most measurements (viewability, interactivity, and clickability) are not available.
When an ad is served with the help of server-side ad insertion, the client code is still implemented to make sure it works with the current ad technology. This means excessive complexity and maintenance.
Incompatibility with Current AD Technologies
Over half of all the video pre-rolls are played in VPAID. Unfortunately, SSAI doesn't support this interactive ad format. And this, in turn, leads to less effective marketing activities on the platforms and consequently smaller ad revenue. Yes, some vendors claim to serve VPAID using SSAI. But they do this using both client- and server-side technologies. Let's be honest here, it makes the situation only more complicated.
Inability to Serve VPAID
If you think SSAI seems to be too good to be true, it's not. Though it may look like a perfect solution for advertising on CTV, many marketers are wary of this technology. And here's why.