Pixalate builds ad industry’s first vMVPD (Virtual MultiChannel Video Programming Distributor) identification capability and finds vMVPD apps have lower invalid traffic (IVT) rates than other apps.
In this report, we dive deep into vMVPD (Virtual MultiChannel Video Programming Distributor) apps - such as Sling TV and XUMO - to surface programmatic ad insights across Roku and Amazon Fire TV devices.
What are vMVPD Apps?
As the name hints, vMVPD apps aggregate TV channels into a discounted skinny bundle. The term originates from traditional MVPDs like Comcast and Dish TV. vMVPD apps are differentiated from other types of apps, like SVOD (Subscription Video On Demand) and AVOD (Advertising-based Video On Demand) apps, mainly by the fact that those do not “aggregate” channels, but instead curate shows or movies for their users.
This page provides some more details and examples.
Why do vMVPD apps matter to digital advertising?
There are at least three ways vMVPDs behave differently from most other apps.
For all of these reasons, Pixalate has worked on properly identifying these kinds of apps.
Distinguishing vMVPD Apps for the First Time
To properly measure and address this challenge, Pixalate first had to distinguish vMVPD apps from other apps in the CTV app marketplace. Our data science and engineering teams created a methodology to distinguish vMVPD apps and combine it with manual reviews.
This is a first in the programmatic advertising ecosystem. We are making this methodology transparent so the data is understood and can be improved with feedback across the industry.Methodology:
Pixalate analyzed programmatic CTV impressions during November 2022 and found the following:1. Bundle IDs
According to Pixalate’s data, vMVPD apps have an average of 15 Bundle IDs, compared to 1.5 for non-vMVPD apps. Here’s the breakdown by CTV app store:
2. Programmatic Ad Impressions
In addition, the top 25 most popular vMVPD apps on Roku and Amazon Fire TV accounted for 57% of programmatic ad impressions on Roku devices and 85% of ad impressions on Amazon Fire TV devices in November 2022.
In a similar vein, Pixalate estimates that 71% of programmatic ad spend on Roku devices and 62% on Amazon Fire TV devices is flowing through these same popular apps, propped up by big names like Hulu and Pluto TV.
3. Invalid Traffic (IVT)
Pixalate measured an IVT rate of 10.7% on popular vMVPD apps during November 2022, compared to 15.4% across non-vMVPD apps in the CTV ecosystem.
This is further broken down by app store as follows:
And tracking change in IVT Rates over time as follows:
Top vMPVD apps:
Amazon Fire TV
Download the full list of Pixalate’s top 50 most popular vMVPD apps on Amazon Fire TV and Roku for free today.
If you are interested in more insights like these from Pixalate, across desktop, mobile and CTV devices, please reach out to us using this contact form.
The content of this press release, and the vMVPD Traffic Overview Report (the “Report”), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Report are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends pertaining to CTV apps from the Roku and Amazon Fire TV app stores. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of buy-side open auction programmatic traffic sources.
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.”