The number of CTV apps supporting programmatic advertising increased by 71% between H1 2020 and H1 2021
Global programmatic CTV ad spend jumped by 210% between H1 2019 and H1 2021
CTV ad fraud rates decreased to ~15% in H1 2021
The Connected TV (CTV) ad market is booming and has become an attractive space for advertisers to allocate their budgets effectively. According to Pixalate’s analysis, 86% of U.S. households are reachable via CTV.
Along with the popularity, there is rising supply and demand. Over the last year, global programmatic CTV ad spend jumped by 50%, while the number of CTV apps supporting open programmatic advertising rose by 71%. It is also worth noting that CTV ad fraud rates decreased to around 15% in Q2 2021.
Moreover, both leading CTV channel stores grew significantly over the last year. According to Pixalate’s Global Connected TV Ad Supply Chain Trends Report, for Roku Channel Store, owning 45% of the CTV ad market, the number of all apps increased by 27% YoY, while the number of apps supporting programmatic advertising jumped by 49%.
For Amazon, which had 14% of the programmatic CTV ad market, these numbers were slightly lower but significant. In the Amazon Fire TV Store, the number of all apps rose by 15%, while the volume of apps supporting open programmatic advertising grew by 30%.
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.
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.”