Pixalate research finds 92% of global open programmatic ad spend on Roku CTV apps targets apps referred to by 2+ Bundle IDs as of Q4 2022
LONDON, February 23, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released new data highlighting issues that appear to be prevalent with Bundle IDs. Pixalate conducted a study of CTV transactions for Q4 2022 to provide insights into the scale of variations in CTV Bundle IDs. The full Q4 2022 CTV Bundle ID Mapping Report is available for download here.
A “Bundle ID” is a string of characters that advertisers and ad platforms use to identify specific apps, such as Hulu. However, there is no standardization around the syntax of Bundle IDs. This has created significant confusion around targeting and measurement, and ad fraudsters are exploiting this programmatic ad supply chain vulnerability. Pixalate conducted in-depth research on this issue in our September 2022 CTV’s Bundle ID Crisis blog post.
According to recent data from Pixalate, the CTV Bundle ID crisis continues to be a problem for the industry:
- Many multichannel video programming distributor (MVPD) apps like Sling, Fubo and others are referred to by 100+ Bundle IDs.
- Apps referred to by 2+ Bundle IDs on Amazon Fire TV increased from 30% to 37% compared to September 2022.
- 34% of open programmatic ad spend on Amazon CTV apps goes to apps that are referred to by 10+ Bundle IDs.
- 92% of open programmatic ad spend on Roku CTV apps goes to apps referred to by 2+ Bundle IDs.
In Q4 2022, over 39% of CTV apps on Roku and 37% on Amazon Fire TV were referred to by multiple bundle IDs. This is a significant increase on Amazon Fire TV where the number was around 30% in September 2022.
Estimated programmatic spend on apps with multiple Bundle IDs grew from 74% in September 2022 to 84% in Q4 2022 on Amazon Fire TV.
As for solutions to this crisis, Pixalate’s Bundle ID to App store ID mapping APIs can help by consistently handling Bundle IDs and ensuring that accurate tracking, measurement and reporting is in place. Additionally, the IAB Tech Lab has issued guidelines for the use of app IDs and OpenRTB 2.6 has offered support for Channel and Network Objects information to avoid overloading the Bundle ID field. By taking these proactive steps, the industry can help ensure the continued growth and success of the CTV ecosystem.
For more information, download the full report for free:
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 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 CTV advertising. www.pixalate.com
The content of this press release, and the Q4 2022 CTV Bundle IDs Mapping 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 apps from the Roku and Amazon Fire TV CTV app stores.