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# Study: 5% of CTV ad impressions are mislabeled, costing buyers $2 billion
- URL: https://www.medianexis.com/study-5-of-ctv-ad-impressions-are-mislabeled-costing-buyers-2-billion/
- Published: 2026-09-19T13:53:49.000Z
- Updated: 2026-09-19T13:53:49.000Z
- Description: 51Degrees analyzed 11.03 million OpenRTB impressions from May 15-20, 2026, finding 4.92% labeled as CTV were actually lower-value, non-CTV inventory, versus 0.18% mislabeled in reverse. The firm ties the mismatch to roughly $2 billion in global overpayment by advertisers.
- Author: The Signals Desk
- Tags: Measurement, 5% of CTV ad impressions mislabeled, ExchangeWire study

**Why it matters.** Buyers relying on OpenRTB device-type signals alone are overpaying for CTV, giving publishers and sellers who misrepresent inventory an unearned CPM premium.

*Signal from* [*exchangewire.com*](https://exchangewire.com/?ref=medianexis.com) *·* [*read the original*](https://www.exchangewire.com/blog/2026/09/18/5-of-ctv-ad-impressions-incorrectly-labelled/?ref=medianexis.com)*.*