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49% YoY increase in Roku apps supporting open programmatic advertising

Oct 28, 2021 12:07:02 PM

Connected TV (CTV) advertising is booming and has become an attractive space for advertisers to allocate their budgets. As a result, there is a rapidly growing representation of CTV apps supporting open programmatic advertising.

According to Pixalate estimates, there are now over 60,000 apps supporting open programmatic advertising across the Amazon Fire TV and Roku app stores. 

Programmatic advertising in Roku apps

Roku devices have 45% of the CTV open programmatic advertising market share, according to Pixalate’s Global Connected TV Ad Supply Chain Trends Report: H1 2021 . In Q2 2021, the number of total apps in the Roku Channel Store was up 27% compared to Q2 2020. Moreover, the number of apps in the Roku store supporting open programmatic advertising soared by 49% over the same period. Comedy apps noted the highest increase in the programmatic ad spend with the rise of 104% YoY.

Programmatic advertising in Amazon Fire TV apps

Amazon had the second-highest share of voice in open programmatic CTV advertising in H1 2021, according to Pixalate’s estimates. The number of CTV apps in Amazon’s app store increased by 15% YoY. Furthermore, the number of apps supporting open programmatic advertising rose by 30% over the same period. Interestingly, apps from the “Utilities'' category witnessed the most significant ad spend increase, jumping by 1458% YoY.

To find more trends and insights about the CTV programmatic advertising, check out Pixalate’s Global Connected TV Ad Supply Chain Trends Report: H1 2021. Download here for free.


The content of this report reflects Pixalate’s opinions with respect to the 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 across CTV apps 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.” 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.

About Pixalate

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 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

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