The report analyzes the state of programmatic CTV advertising and provides a deep dive into programmatic CTV ad spend trends by global region, ad fraud (or invalid traffic, "IVT") in programmatic CTV advertising, and trends in the Roku and Amazon Fire TV app stores.
CTV Advertising is growing at a fast rate
78% of US households are reachable via CTV programmatic advertising, up 56% year-over-year
122% increase in global programmatic ad spend in CTV over 2020
Ad Fraud (IVT) is still a significant problem in CTV
24% of CTV programmatic advertising was invalid traffic (IVT) in Q4 2020
Roku devices dominate the programmatic ad market
46% of programmatic ad spend in CTV went to Roku devices
Samsung, Apple, and Amazon come in at second, each with about 10% market share
Apple increased its ad market share by 379% from Q120 to Q420
CTV apps continue to embrace programmatic advertising
47% increase in Roku apps that support programmatic
13% increase in Amazon Fire TV apps that support programmatic
The report also looked at the top 10 apps on both the Roku and Amazon Fire TV platforms based on programmatic ad spend in Q4 2020.
Pixalate, a global ad fraud intelligence and marketing compliance platform, works with brands and platforms to prevent invalid traffic and improve ad inventory quality. We offer the only system of collaborative solutions across display, app, video, and OTT/CTV to better detect and eliminate 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 OTT/CTV advertising. www.pixalate.com
The content of this press release, and the Connected TV (CTV) Ad Supply Trends Report 2020 (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of open auction programmatic traffic sources. As cited in the Report and referenced in the Report's key findings reproduced herein, programmatic ad transactions, as measured by Pixalate, are used as a proxy for ad spend. The Report examines U.S. advertising activity. Per the Media Rating Council, Inc. (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." Also, per the 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." Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees.