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45% of open programmatic CTV ads go to Roku devices in H1 2021; Samsung sees 197% market share jump

Oct 27, 2021 7:40:50 AM

The Connected TV (CTV) programmatic advertising market is rising rapidly. According to Pixalate’s Global Connected TV Ad Supply Chain Trends Report, in the first half of 2021, 86% of all U.S. households were reachable via programmatic CTV ads. Moreover, ad spending on programmatic CTV jumped by 50% YoY, and it is expected to grow significantly until at least 2024. 

Roku remained a strong leader among CTV devices in the first half of 2021, with 45% of all open programmatic CTV ads delivered on its devices. Roku is ahead of Amazon (14%) and Samsung (12%), which earned the second and third position in the ranking, respectively. 

However, compared to the previous year, Roku’s share of voice in the open CTV programmatic ad market dropped by 9%. On the other hand, Samsung’s SOV increased by 197%. Except for Samsung, only Vizio (14%) and Amazon (13%) rose by double-digit percentages YoY. On the other end, Microsoft (-32%), LG (-27%), and Chromecast (-13%) all saw decreases in SOV.

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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