Who Measures the Measurer? 26 CTV Measurement SSAI Server CTV Player Measurement Vendor 1 stitched stm 2 server fires 3 sidecar file 4 device fires 5 reported P_
Who Measures the Measurer? CTV Measurement 26 SSAI delivers the stream 1 and fires beacons 2 — same entity, no independent verifier. ssai=2 adds a sidecar 3 so the device fires 4 : residential IP, real playback. With ssai=3, playback is inferred from segment downloads — the server can't know if the TV is on. Bid flow 21 FIELD NOTES → ssai=3 fires beacons on segment download, not render → IVT 110% higher with SSAI — server IP masks fraud → MRC requires client-initiated counting; adoption gaps persist P_ atd.postindustria.com/26

How It Works

SSAI delivers the stream [1] and fires beacons [2] -- same entity, no independent verifier. `ssai=2` adds a sidecar [3] so the device fires [4]: residential IP, real playback. With `ssai=3`, playback is inferred from segment downloads -- the server can't know if the TV is on. Bid flow {21}

Field Notes

  • `ssai=3` fires beacons on segment download, not render
  • IVT 110% higher with SSAI -- server IP masks fraud
  • MRC requires client-initiated counting; adoption gaps persist

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