80% of the top 500 Roku apps and 62% of the top 500 Fire TV apps had app-ads.txt by the end of 2020 (top apps based on number of programmatic ads sold, as measured by Pixalate)
PALO ALTO, Calif., Feb 17, 2021 -- Pixalate, a global ad fraud intelligence and marketing compliance platform, today released the industry’s first Connected TV App-Ads.txt Reports for Roku Apps and Amazon Fire TV Apps, reviewing app-ads.txt adoption trends in 2020.
The reports analyze the state of app-ads.txt adoption among Connected TV (CTV) apps in the Roku and Amazon Fire TV Channel Stores (“Roku apps” and “Fire TV apps”) in 2020. The IAB Tech Lab’s Ads.txt / App-Ads.txt programs aim to “increase transparency in the programmatic advertising ecosystem” by allowing ”to publicly declare the companies they authorize to sell their digital inventory.”
Key Findings: 80% of the top 500 Roku apps* and 62% of the top 500 Fire TV apps* had app-ads.txt by the end of 2020
9% increase in total number of Roku apps with app-ads.txt (Q1 to Q4 2020)
80% of top 500 Roku apps* had app-ads.txt in Q4 2020
66% increase in ‘Kids & Family’ apps w/ app-ads.txt in 2020
31% of top 500 Roku apps* list Google on their app-ads.txt files
Amazon Fire TV apps:
10% increase in total number of Fire TV apps with app-ads.txt (Q1 to Q4 2020)
62% of top 500 Fire TV apps* had app-ads.txt in Q4 2020
34% of Fire TV apps in the ‘News’ category had app-ads.txt in 2020
49% of top 500 Fire TV apps* list Google on their app-ads.txt files
The reports also looked at the top 20 apps* with app-ads.txt on both Roku and Amazon Fire TV in 2020. Hulu and Sling TV led the way on Roku, while Sling TV and Tubi led on Amazon Fire TV.
*Note: “Top apps” are based on the number of programmatic ads sold, net of invalid traffic (IVT), as measured by Pixalate.
What's inside the report
Pixalate's 2020 Connected TV App-Ads.txt Reports for Roku Apps and Amazon Fire TV Apps include:
Roku & Fire TV app-ads.txt app adoption trends
Adoption by app category
Top Roku & Fire TV apps w/ app-ads.txt
Top supply partners (both direct and reseller partners)
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 coordinated solutions across display, app, video, and OTT/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 OTT/CTV advertising. www.pixalate.com
The content of this press release, and the Q4 2020 CTV App-Ads.txt Reports (the “Report(s)”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. The data has not been audited or reviewed by a third party, but the research and insights are grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Reports and herein 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 apps available on the Roku and Amazon Fire TV channel stores and the inventory supply partners of such apps, derived from each app’s app-ads.txt file. Pixalate does not independently verify third-party information (e.g. whether the information specified in app-ads.txt files is complete, current and accurate).
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
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. 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.”