--- title: "Webinar Recap: Connected TV (CTV) Ad Supply Chain Trends in H1 2021" description: Pixalate and XUMO hosted a webinar for a detailed review of the latest trends in the Connected TV programmatic ad supply chain in H1 2021. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Webinar%20Cover%20H1%202021%20CTV%20Supply%20Chain%20Trends.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) [Webinar](https://www.pixalate.com/blog/topic/webinar) | [CTV](https://www.pixalate.com/blog/topic/ctv) | 3 min read # Webinar Recap: Connected TV (CTV) Ad Supply Chain Trends in H1 2021 [![Piotr Boiwka](https://www.pixalate.com/hubfs/T04HJ6UKU-U020R2VVALF-e2a0de641049-512.jpg)](https://www.pixalate.com/blog/author/piotr-boiwka) Written by [Piotr Boiwka](https://www.pixalate.com/blog/author/piotr-boiwka) Nov 18, 2021 2:16:46 PM [Pixalate](https://www.pixalate.com/), together with [Xumo](https://corp.xumo.com/?lang=en-gb), recently hosted a webinar to take an in-depth look at the latest trends in the Connected TV (CTV) open programmatic ad supply chain.   Pixalate's data science team analyzed over 60,000 CTV apps in H1 2021 across major app stores, including Roku, Amazon Fire TV, and Samsung, to compile the research reviewed in the webinar. ## **Webinar speakers included:** - Brooke Huntley, VP of Product Management, Pixalate - Joseph Lerner, Sr. Director of Sales, XUMO - Moderated by Tyler Loechner, Director of Marketing, Pixalate ## **Full Webinar: Connected TV Ad Supply Chain Trends in H1 2021** ##### **Key CTV statistics** - 86% of the U.S. households were reachable via Connected TV in Q2 2021 (rise from 50% in Q4 2019) - CTV programmatic ad spend grew by 50% globally over the last year and [210%](https://www.pixalate.com/blog/ctv-ad-spend-growth) over the last two years - 45% of all open programmatic CTV ads are delivered on Roku devices ##### **CTV Ad Supply Trends** ![](https://lh6.googleusercontent.com/VZyHhEvzdUUNgpuyKKT6eOms0VJNfet2gxFHUmbUrmbumttBEjKQ85zRcZc-KStrAmSeOCgtRzyUTmSWu4ZqyEn95nkFFmFP2wOSXGCCzbOv_JSBNpMZPCUe831tU9sQqYtmyUmL) The ad spend is booming, as is the number of channels that deliver ads on CTV. The total number of apps supporting programmatic advertising in CTV increased by 71% year over year. Interestingly, when the number of users and ad spend grew in 2020, the number of apps did not follow that trend. However, in 2021, the number of apps took off to meet rising user demand for unique content. The presence in the CTV space is no longer a desire but a necessity. Pixalate has also observed a significant rise in the number of apps supporting open programmatic advertising on the Roku and Amazon app stores. For example, on Roku's platform, the number of apps with programmatic inventory increased by [49% YoY](https://www.pixalate.com/blog/ctv-apps-growth). For [Amazon Fire TV](https://ratings.pixalate.com/rankings/ctv/publisher-trust-index/firetv/GLOBAL/NA/GLOBAL/20211001), this rate reached [30%](https://www.pixalate.com/blog/ctv-ad-spend-growth). Moreover, with Samsung launching its own DSP for CTV advertising, the CTV ad game has become even more compelling. Roku, meanwhile, continues to be the device of choice. According to Pixalate’s data, 45% of all open programmatic CTV ads are delivered on Roku devices in H1 2021. "In Q4 2020, we reported a 46% [Roku](https://ratings.pixalate.com/rankings/ctv/publisher-trust-index/roku/GLOBAL/NA/GLOBAL/20211001) Share Of Voice in open programmatic CTV. So they continue to hold strong, at least the first half of this year," said Brooke Huntley, VP of Product Management at [Pixalate](https://www.pixalate.com/blog/supply-path-optimization-ad-fraud). "However, the rising share of voice in open programmatic CTV ads by [Amazon](https://www.pixalate.com/blog/amazon-fire-tv-growth-h1-2021), [Samsung](https://www.pixalate.com/blog/ctv-device-market-share), and Vizio will be interesting to observe." ##### **Ad Fraud Rates in CTV in 2021** ![](https://lh3.googleusercontent.com/VE1w0qrXCgUe0Ex83N9qiK1fuxdrS4lXAaSxDX-fsSGXjPvGzZAZel-UXcsK5Rf4l0PUk0vaWD_0W-Q2HcbYHCb_FXzwTiaegx7QlVDDCJNZT-yQWxp5dwxFOeiHR5oKvGIXdVSy) According to Pixalate's analysis, the [ad fraud level decreased](https://www.pixalate.com/blog/ad-fraud-rates-ctv-h1-2021) in 2021 compared to the previous year. However, there is a difficult test upcoming: the holiday season. Nevertheless, the ad fraud rates in Q1 and Q2 2021 were lower than a year before, which is a promising prognosis. ##### Best practices to maintain ad fraud in the CTV ad ecosystem According to Joseph Lerner, Sr. Director of Sales at XUMO, all CTV ad supply chain participants are responsible for maintaining quality and safe access to open programmatic advertising. Both publishers and advertisers should focus on trading inventory that is reliable, quality, and proven by independent entities.  "I think another way is to set up direct connections. So to set up PMPs or programmatic guaranteed deals … with the supply partners you're accessing supply from," explained Lerner. "This way, you know exactly where it's coming from, from whom it's coming from and how it's getting to you." It is also essential to know suppliers well and rely only on those who were checked thoroughly, ideally by MRC-accredited measurement companies. By cooperating only with trusted partners , the industry can lower ad fraud rates more. Industry standards such as ads.txt and sellers.json can make this task significantly easier for all sides. ### 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 [← Q&A with Iva Parvanova, Verve Group, on Fighting Ad Fraud in the Omnichannel Ecosystem](https://www.pixalate.com/blog/verve-qa-omnichannel-ad-quality) [** ](https://www.pixalate.com/blog) Next Story [Pixalate's Publisher Spotlight Video Series: Kevin Connelly, NewsON, Direction of Marketing Monetization on Programmatic CTV Quality and Best Practices →](https://www.pixalate.com/blog/newson-video-interview) ## You May Also Like These Stories on Webinar [![](https://www.pixalate.com/hubfs/SPO%20Webinar.png) ](https://www.pixalate.com/blog/webinar-recap-ad-fraud-api-brand-safety-api-data-enrichment-api-april-2023) [Company News](https://www.pixalate.com/blog/topic/company-news) ### [Webinar Recap: Ad Fraud API / Brand Safety API / Data Enrichment API](https://www.pixalate.com/blog/webinar-recap-ad-fraud-api-brand-safety-api-data-enrichment-api-april-2023) Apr 20, 2023 12:00:00 PM | 1 min read [![](https://www.pixalate.com/hubfs/Amazon%20DSP%20Webinar.png) ](https://www.pixalate.com/blog/webinar-ctv-ad-fraud-prevention-amazon-dsp-pixalate) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Webinar: CTV Ad Fraud Prevention: Learn How Pixalate Helps Amazon DSP Customers Protect Against Fraud](https://www.pixalate.com/blog/webinar-ctv-ad-fraud-prevention-amazon-dsp-pixalate) Apr 22, 2022 11:00:00 AM | 1 min read [![](https://www.pixalate.com/hubfs/4As%20webinar%20safety%20privacy%20and%20coppa%20compliance%20allison%20lefrak.jpeg) ](https://www.pixalate.com/blog/webinar-safety-privacy-coppa-compliance-2022) [Webinar](https://www.pixalate.com/blog/topic/webinar) ### [Webinar: What's Coming in 2022 with Safety, Privacy, and COPPA Compliance in Advertising](https://www.pixalate.com/blog/webinar-safety-privacy-coppa-compliance-2022) Mar 24, 2022 4:39:00 PM | 1 min read ** ### 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) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** 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) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/webinar-recap-ctv-ad-supply-chain-trends-h1-2021-xumo#) # Disclaimer 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. 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