--- title: Q2 2024 Global CTV Ad Supply Chain Trends Report description: Pixalate's Q2 2024 Global CTV Ad Supply Chain Trends Report contains a comprehensive analysis of the state of programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Global%20Q2%202024%20CTV%20Ad%20Supply%20Chain%20Trends%20Report.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) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [CTV](https://www.pixalate.com/blog/topic/ctv) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 3 min read # Pixalate Releases Q2 2024 Connected TV (CTV) Ad Supply Chain Trends Reports: Global CTV Open Programmatic Ad Spend Rises 63% YoY to $5.9 Billion Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Aug 13, 2024 1:45:00 PM *Pixalate’s research and data spans four global regions (North America, EMEA, LATAM, and APAC) across apps in the Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV app stores; in Q2 2024 estimated programmatic ad spend in APAC saw a 23% YoY increase; Amazon Fire TV apps with open programmatic ads increased by 78% YoY* **LONDON, August 2024 -- **[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 [Q2 2024 Global Connected TV (CTV) Ad Supply Chain Trends Report](https://www.pixalate.com/ctv-ad-supply-chain-trends-report). The reports comprehensively analyze the state of open programmatic CTV advertising in Q2 2024 across the world and in four global regions including [North America](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-north-america), [APAC](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-apac), [EMEA](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-emea), and [LATAM](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-latam). The reports provide key insights into the state of the global CTV ad industry by platform, including information on estimated open programmatic CTV ad spend trends by global regions, updated CTV device market share statistics, and analysis of the latest trends in the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores. The report also explores invalid traffic (IVT, including ad fraud) in the open programmatic CTV ad marketplace. Pixalate’s data science team analyzed programmatic advertising activity across over 100k Connected TV (CTV) apps across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV and nearly 6 billion global open programmatic ad transactions in Q2 2024 to compile this research. ## **Global Connected TV (CTV) Ad Supply Chain Trends Report Key Trends & Findings:** - **North America CTV open programmatic ad spend increased **+**64%** YoY, followed by **APAC (+23%)**, **LATAM** **(+22%)**, and** EMEA (+9%)** - **Hulu** was found to be the top-grossing app based on estimated open programmatic ad revenue in North America, earning an estimated $154M across Roku, Fire TV, Apple TV and Samsung app stores - Global **IVT** rate **increased** to 19%, up from 17% in Q2 2023 - **In APAC, **Google’s Android was found to have the highest estimated CTV operating system market share as of Q2 2024, with 84% SOV - **LG** was found to gain +42% quarterly device market share in **EMEA** and now has 17% overall SOV - **Roku** maintains highest device market share at 48% in **LATAM** (23% increase QoQ) Download and explore the complete Q2 2024 Global Connected TV (CTV) Ad Supply Chain Trends Reports: ##  [![Global](https://no-cache.hubspot.com/cta/default/2364596/12b02227-02c8-419c-9981-68c25994023b.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/12b02227-02c8-419c-9981-68c25994023b)     [![North America](https://no-cache.hubspot.com/cta/default/2364596/e7b83a30-71eb-4cff-9c04-99123925f195.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/e7b83a30-71eb-4cff-9c04-99123925f195)     [![APAC](https://no-cache.hubspot.com/cta/default/2364596/d09db7ba-da82-4a58-8576-8217582b9656.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/d09db7ba-da82-4a58-8576-8217582b9656) [![LATAM](https://no-cache.hubspot.com/cta/default/2364596/c127149a-82e5-44ce-aa44-e2159ee495ec.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/c127149a-82e5-44ce-aa44-e2159ee495ec)     [![EMEA](https://no-cache.hubspot.com/cta/default/2364596/92eb9ad6-d59f-4e4a-8b18-65daccce13e8.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/92eb9ad6-d59f-4e4a-8b18-65daccce13e8)   **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](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the Global Connected TV (CTV) Ad Supply Chain Trends Reports (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 in the time period studied. Pixalate does not independently verify third-party information. Per the *[*Media Rating Council (MRC)*](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.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." Certain IVT is also sometimes referred to as "ad fraud." Per the *[*MRC*](https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.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 Week in Review: August 5 - 9, 2024](https://www.pixalate.com/blog/august-9-2024) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Releases List of Top Mobile Apps With The Highest Invalid Traffic (IVT, Including Ad Fraud) in July 2024 Across Google, Apple App Stores: ‘Sudoku’, ‘Stick Rope Hero 2’ Among Most Impacted →](https://www.pixalate.com/blog/mobile-apps-with-the-highest-ivt-in-july-2024) ## You May Also Like These Stories on Ad Fraud [![](https://www.pixalate.com/hubfs/vMVPD%20Apps%20Traffic%20Analysis%20Report%20blog%20cover.png) ](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Global Top 20 Most Popular CTV Virtual Multichannel Video Programming Distribution (vMVPD) Apps Reports for Q1 2026: ‘Hulu’ No. 1 on Apple TV, ‘Tubi’ Leads on Roku, ‘Pluto TV’ leads on Amazon Fire TV](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) Jun 10, 2026 9:00:00 AM | 3 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20MOBILE%20AD%20FRAUD%20TYPES%20GOOGLE%20-%20APPLE%20BLOG%20COVER.png) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Mobile App Ad Fraud Types: ‘High Risk Device ID’ Most Common Type Across Google Play Store (32%); 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