Research reveals Virtual Multichannel Video Programming Distributor (vMVPD) apps across Roku, Amazon Fire TV, and Samsung Smart TV devices have 2x lower invalid traffic (IVT) rates compared to non-vMVPD apps
LONDON, October 18, 2023 – Pixalate, the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2023 vMVPD Traffic Analysis Reports for Roku, Samsung, and Amazon Fire TV devices. vMVPD (Virtual MultiChannel Video Programming Distributor) applications are designed to bundle TV channels into cost-effective "skinny bundles." The report examines vMVPD apps - such as Sling TV and XUMO - to surface programmatic advertising-related insights across leading CTV devices, including Roku, Samsung Smart TV, and Amazon Fire TV.
In order to provide insights for our vMVPD report series - including specific reports for Roku apps, Amazon Fire TV apps, and Samsung Smart TV apps, Pixalate conducted a thorough review of over seven billion global open programmatic advertising transactions across more than 14 thousand CTV Bundle IDs mapped to over six thousand unique CTV apps in the second quarter of 2023.
vMVPD apps account for 70% of ad spend on CTV devices
Ad spend: 80% of global programmatic ad spend go to top vMVPD apps on Samsung TV
Top 25 vMVPD apps account for 69% of ad spend on Roku and 63% on Amazon Fire TV
Ad spend on top 25 vMVPD apps declined -26% YoY on Amazon Fire TV (-6.7% on Roku)
vMVPD apps have a lower rate of Invalid Traffic (IVT) compared to non-vMVPD apps
Roku sees 2.3x higher IVT rates on non-vMVPD apps (12.4% vs. 5.6% IVT)
Samsung sees 1.5x higher IVT rates on non-vMVPD apps (4.9% vs. 3.3% IVT)
Amazon Fire TV non-vMVPD apps have 1.9x higher IVT rates (20.3% vs. 10.5% IVT)
Top grossing vMVPD apps by CTV device:
Samsung: Hulu, Samsung TV Plus, Sling, Tubi, Philo
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.For more information, visit www.pixalate.com
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. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of buy-side open auction programmatic traffic sources. Pixalate uses ad sales data from such datasets as a proxy for “ad spend” as referenced herein and in the Report.
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.”