Pixalate's October 2022 vMVPD CTV App Bundle ID Mapping Report: Sling, Fubo, Dish, Xumo Have 1.6K Bundle IDs across Roku and Fire TV

Pixalate publishes industry-first Bundle ID-to-app mappings report for the top 3 vMVPD apps with the most Bundle IDs on both Roku and Amazon Fire TV platforms. vMVPD apps average 10x more Bundle IDs, resulting in problems with app identification  in the CTV programmatic ad ecosystem.

LONDON, Dec. 8, 2022 /PRNewswire/ -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released its October 2022 report - "CTV's Bundle ID Crisis" - describing the problematic state of Bundle IDs in the Connected TV (CTV) ad ecosystem. 

In its newest study — the October 2022 vMVPD CTV App Bundle ID Mapping Report — Pixalate expands on our initial research by digging deeper into the app category with the highest number of Bundle IDs: Virtual MultiChannel Video Programming Distributor (vMVPD) apps. Pixalate is also providing a bigger set of Bundle ID-to-App mapping for three vMVPD apps with the most Bundle IDs on each platform, to better understand the nature of this multiple Bundle ID crisis.

Key Findings for vMVPD Apps:

• vMVPD apps average 15 Bundle IDs per app vs 1.5 for non-MVPD apps
• On Roku, the average was 13.7 Bundle IDs for vMVPD apps vs 1.6 for non-vMVPD apps.
• For the Amazon Fire TV store, the average was 16.6 Bundle IDs for vMVPD apps vs 1.5 non-vMVPD apps.

Pixalate found that popular vMVPD apps like Sling, Dish, Fubo, Pluto TV and Xumo seem to have the most Bundle IDs associated with them. This is likely because with vMVPD apps ad partners end up combining the app Bundle ID with other pieces of information, such as the channel and network information the ad is available for. Until OpenRTB 2.6, there was no standardized way to communicate that information.

Pixalate is publishing the Bundle ID-to-app mappings for the top three vMVPD apps with the most Bundle IDs on both Roku and Fire TV app stores. Click here to download the data from the month of October 2022.

If you are interested in more insights like these from Pixalate, across desktop, mobile and CTV devices, please fill out this contact form.

Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better 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.com

Disclaimer

The content of this press release, and the CTV Bundle IDs Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Report are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends pertaining to apps from the Roku and Amazon Fire TV CTV app stores.

SOURCE Pixalate