--- title: Q4 2024 United States CTV Ad Supply Chain Trends Report description: Pixalate's Q4 2024 United States CTV Ad Supply Chain Trends Report contains a comprehensive analysis of the state of programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog%20Media/2025%20Covers%20and%20Images/CTV%20Ad%20Supply%20Chain%20Trends%20Report%20-%20USA%20landing%20page%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) [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 Q4 2024 United States Connected TV (CTV) Ad Supply Chain Trends Report: Roku Leads in Device Market Share (39%); Ad Fraud (IVT) Rate Hits 24% Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Mar 25, 2025 2:00:00 PM *According to Pixalate’s research, ‘Hulu’ was the top-grossing CTV app in December 2024 across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV with $148 million in estimated open programmatic ad revenue;  Magnite was the largest SSP on Roku devices with a 25% market share* **LONDON, March 25, 2025 -- **[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 [Q4 2024 Connected TV (CTV) Ad Supply Chain Trends Report for the United States](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-usa). The reports comprehensively analyze the state of open programmatic CTV advertising in Q4 2024 across key global economies, including [Globally](https://www.pixalate.com/ctv-ad-supply-chain-trends-report) [Canada](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-canada), the [United Kingdom](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-uk), and [Mexico](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-mexico). The reports include CTV ad spend trends globally and in key global economies across Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV. The comprehensive reports overview the programmatic ad supply chain by examining sell-side platform (SSP) market share, top-grossing CTV apps, CTV device market share trends, and invalid traffic trends (IVT, including ad fraud). ## **Q4 2024 US CTV Ad Supply Chain Trends Report Key Findings** ## **Global CTV Ad Spend** - **Global Open Programmatic CTV Ad Spend:** Estimated at $7.6 billion in Q4 2024, up 10% year-over-year (YoY) ## **CTV Ad Fraud (IVT rate):** - **CTV Invalid Traffic (including Ad Fraud) Rate:** The IVT rate for open programmatic CTV traffic stands at 24%, matching the global average of 24%, according to Pixalate’s data ## **Top Grossing CTV Apps:** - **‘Hulu’ **generated an estimated $148 million in open programmatic ad revenue across Roku ($80M), Samsung Smart TV ($26M), Amazon Fire TV ($20M), and Apple TV ($22M) in December 2024 ## **CTV SSP (Sell-Side Platform) Market Share:** - **Magnite** led the market share with a 25% Share of Voice (SOV) on Roku and 18% for Amazon Fire TV; Verve topped Samsung Smart TV with 14% SOV ## **CTV Device Market Share:** - **Roku **had the highest CTV device market share at 39%, followed by Amazon Fire TV (15%), Samsung Smart TV (13%), and Apple TV (12%) Pixalate’s data science team analyzed programmatic advertising activity across over 100 thousand Connected TV (CTV) apps and over 12 billion global open programmatic ad transactions in Q4 2024 to compile the research in this series. Download and explore the complete Q4 2024 Global 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)    [![Canada](https://no-cache.hubspot.com/cta/default/2364596/0cc04193-76b0-460f-ab94-067c101b8fc2.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/0cc04193-76b0-460f-ab94-067c101b8fc2)    [![Mexico](https://no-cache.hubspot.com/cta/default/2364596/477428eb-0c9a-4dde-9c97-0689aa16d479.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/477428eb-0c9a-4dde-9c97-0689aa16d479) **[![CTV Ad Supply Chain Trends - Q3 2025](https://no-cache.hubspot.com/cta/default/2364596/5fea83ae-4023-4a08-b635-20bbe91bed42.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/5fea83ae-4023-4a08-b635-20bbe91bed42)    [![UK](https://no-cache.hubspot.com/cta/default/2364596/0ff15798-3965-4b87-ad89-a4d5f12d752d.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/0ff15798-3965-4b87-ad89-a4d5f12d752d)**   **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’s February 2025 EMEA Top 100 Google Play Store and Apple App Store Mobile Bundle IDs: ‘Vinted’ No. 1 in France and the UK on Apple App Store, ‘Grindr’ Leads in Spain on Apple App Store](https://www.pixalate.com/blog/february-2025-top-100-apple-google-app-store-bundle-ids-emea) [** ](https://www.pixalate.com/blog) Next Story [Pixalate's COPPA Manual Reviews: ‘Wonka's World of Candy Match 3' →](https://www.pixalate.com/blog/app-review-series-wonkas-world-of-candy-match-3) ## 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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