According to Pixalate’s research, based on an analysis of over 19 billion global CTV open programmatic ad transactions in Q1 2026, Samsung led with 28% Share of Voice (SOV) in EMEA and Aiwa led with 21% SOV in APAC
LONDON, May 25, 2026 -- Pixalate, an ad fraud and privacy compliance platform, today released the Q1 2026 Global Connected TV (CTV) Ad Supply Chain Trends Report. The report includes regional data for North America (United States and Canada), Europe, and Latin America [LATAM]. Pixalate also released country-level reports for the United States, Canada, the United Kingdom, and Mexico.
The reports cover CTV ad spend trends worldwide and in key global adtech economies markets across Roku, Samsung Smart TV, Amazon Fire TV, LG Smart TV and Apple TV. The detailed reports include ad fraud rates, popular app categories, CTV device market share statistics, invalid traffic rates (IVT, including ad fraud), and more.
Pixalate measures device market share using open programmatic ad transactions, tracking actual device usage rather than units sold. Pixalate’s research found that:
Pixalate’s data science team analyzed over 19 billion open programmatic advertising transactions across 210,000 CTV devices in Q1 2026 to compile this research.
Download and explore the complete Q1 2026 CTV Ad Supply Chain Trends Reports:
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and the Global Q1 2026 CTV Device Market Share Reports (the "Report"), reflects Pixalate's opinions with respect to factors that Pixalate believes may 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 in the time period studied. 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.” Where the traffic characteristics are suggestive of deliberate intent to mislead, such IVT is often referred to as “ad fraud.” Also 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.”
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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.”
