--- title: "H1 2021: Global Connected TV (CTV) Ad Supply Chain Trends Report" description: Pixalate's H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report reviews the latest trends in programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Pixalate%20H1%202021%20CTV%20Supply%20Chain%20Trends%20cover.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-blog-bg.png) [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 3 min read # H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report: 45% of all open programmatic CTV ads are delivered on Roku devices; 86% of US households now reachable Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Oct 20, 2021 8:00:00 AM *Report reveals a 50% year-over-year increase in open programmatic CTV ad spend and a 71% increase in the number of CTV apps that support open programmatic advertising* **LONDON and PALO ALTO, Calif., Oct. 20, 2021 **-- [Pixalate](https://www.pixalate.com/), the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the [H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report](https://www.pixalate.com/global-connected-tv-ad-supply-chain-trends-report-h1-2021), a comprehensive analysis of the state of open programmatic CTV advertising through H1 2021. The report provides a deep dive into open programmatic CTV ad spend trends by global region, ad fraud (or invalid traffic, “IVT”) in open programmatic CTV advertising, and trends in the Roku and Amazon Fire TV app stores. ## **Key Findings: ** ### **CTV Advertising continues rapid growth** - 50% increase in global open programmatic ad spend in CTV from H1 2020 to H1 2021 - 86% of US households are reachable via CTV open programmatic advertising, up 34% year-over-year ### **Ad Fraud (IVT) shows early signs of improvement** - About 15% of open programmatic CTV advertising was invalid traffic (IVT) in H1 2021, down from 20-25% in 2020 ### **Roku devices dominate the programmatic ad market** - 45% of open programmatic ad spend in CTV went to Roku devices - Amazon (14%) and Samsung (12%) are vying for second place - Samsung increased its open programmatic CTV ad market share by 197% from H1 2020 to H1 2021 ### **CTV apps continue to embrace programmatic advertising** - 71% YoY increase in the number of CTV apps that support open programmatic advertising - 49% YoY increase in apps in the Roku Channel Store that support open programmatic advertising - 30% YoY increase in apps in the Amazon Fire TV Channel Store that support open programmatic advertising **What's inside the report** Pixalate’s [H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report ](https://www.pixalate.com/global-connected-tv-ad-supply-chain-trends-report-h1-2021)includes: - CTV ad spend trends by global region - Ad fraud in CTV - Household reach via CTV open programmatic advertising - CTV device trends - Roku Channel Store and Amazon Fire TV Channel Store Insights - Top CTV operating systems  Download a free copy of the report here: [H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report](https://www.pixalate.com/global-connected-tv-ad-supply-chain-trends-report-h1-2021). **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](https://www.pixalate.com/) **Disclaimer** The content of this press release, and the H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report (the "**Report**"), reflect Pixalate's opinions with respect to 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)](http://www.mediaratingcouncil.org/063014%20Viewable%20Ad%20Impression%20Guideline_Final.pdf), “‘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](http://mediaratingcouncil.org/101515_IVT%20Addendum%20FINAL%20(Version%201.0).pdf), “'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.” ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate Hires Former IAB Tech Lab Amit Shetty as VP of Product Management](https://www.pixalate.com/blog/pixalate-hires-amit-shetty-vp-product-management) [** ](https://www.pixalate.com/blog) Next Story [Gray Television again with the most quality CTV apps for advertisers among public companies: September 2021 update →](https://www.pixalate.com/blog/public-companies-pti-september-2021) ## You May Also Like These Stories on CTV [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; 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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. 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