Pixalate Introduces Connected TV (CTV) Ad Supply Chain Trends Reports by Platform Including Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV: Apple TV Sees +54% Global Market Share Increase YoY
July 09 2024 - 9:40AM
Pixalate, the global market-leading fraud protection, privacy, and
compliance analytics platform for Connected TV (CTV) and Mobile
Advertising, today released the Q1 2024 Global Connected TV (CTV)
Ad Supply Chain Trends Reports by Platform. The reports
comprehensively analyze the state of open programmatic CTV
advertising from January through March 2024 across Roku, Amazon
Fire TV, Apple TV, and Samsung Smart TV devices.Pixalate previously
published a global aggregated version of these reports, as well as
regional, including North America, Europe, the Middle East, and
Africa (EMEA), and Latin America (LATAM), and Asia-Pacific (APAC)
versions.The reports provides key insights into the state of the
global CTV ad industry by platform, including information on
estimated open programmatic CTV ad spend trends by global regions,
updated CTV device market share statistics, and analysis of the
latest trends in the Roku, Amazon Fire TV, Samsung Smart TV, and
Apple TV app stores. The report also explores invalid traffic (IVT,
including ad fraud) in the open programmatic CTV ad
marketplace.Pixalate’s data science team analyzed programmatic
advertising activity across over 94k Connected TV (CTV) apps across
Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV and nearly 6
billion global open programmatic ad transactions in Q1 2024 to
compile this research.
Global Connected TV (CTV) Ad Supply
Chain Trends Report Key Trends & Findings:
- Roku leads with a 48% market
share (SOV), followed by Samsung (11%),
Amazon Fire TV (10%), and
Apple TV (8%)
- Hulu is the top-grossing app based on
estimated open programmatic ad revenue across all four platforms in
North America, earning an estimated $105M on Samsung Smart TV
devices in Q1 2024, $34 million on Apple TV, $39 million on Amazon
Fire TV, and $241 million on Roku
- All CTV platforms - except Amazon Fire TV -
saw a decrease in invalid traffic (IVT, including ad fraud)
compared to Q4 2023
- Roku apps saw a 38% QoQ reduction in IVT
- Amazon Fire TV apps saw a slight increase (+2%) in IVT
- Roku saw a rise in total apps (+21%
YoY) but a decrease in apps using open programmatic
advertising (-12% YoY)
- Samsung Smart TV’s app store
remained flat in total apps but saw an increase in apps with open
programmatic ads (+32% QoQ)
Download and explore the complete Q1 2024 Global
Connected TV (CTV) Ad Supply Chain Trends Reports:
- Roku - CTV Ad Supply Chain Trends
- Amazon Fire TV - CTV Ad Supply Chain Trends
- Samsung Smart TV - CTV Ad Supply Chain Trends
- Apple TV - CTV Ad Supply Chain Trends
About PixalatePixalate is a global
market-leading ad fraud protection, privacy, and compliance
analytics platform. Pixalate works 24/7 to guard your reputation
and grow your media value by offering the only system of
coordinated solutions across display, app, video, and CTV for the
detection and elimination of ad fraud. Pixalate is an
MRC-accredited service for the detection and filtration of
sophisticated invalid traffic (SIVT) across desktop and mobile web,
mobile in-app, and CTV advertising.
www.pixalate.comDisclaimerThe content of this
press release, and the Global Connected TV (CTV) Ad Supply Chain
Trends Report (the "Report"), reflect Pixalate's opinions with
respect to factors that Pixalate believes can be useful to the
digital media industry. Any data shared is grounded in Pixalate's
proprietary technology and analytics, which Pixalate is
continuously evaluating and updating. Any references to outside
sources should not be construed as endorsements. Pixalate's
opinions are just that, opinions, which means that they are neither
facts nor guarantees. Pixalate is sharing this data not to impugn
the standing or reputation of any entity, person or app, but,
instead, to report findings and trends pertaining to programmatic
advertising activity in the time period studied. Pixalate does not
independently verify third-party information. Per the Media Rating
Council (MRC), "'Invalid Traffic' is defined generally as traffic
that does not meet certain ad serving quality or completeness
criteria, or otherwise does not represent legitimate ad traffic
that should be included in measurement counts. Among the reasons
why ad traffic may be deemed invalid is it is a result of non-human
traffic (spiders, bots, etc.), or activity designed to produce
fraudulent traffic." Certain IVT is also sometimes referred to as
"ad fraud." Per the MRC, "'Fraud' is not intended to represent
fraud as defined in various laws, statutes and ordinances or as
conventionally used in U.S. Court or other legal proceedings, but
rather a custom definition strictly for advertising measurement
purposes."
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com