More Malformed Bundle IDs:
Variations in CTV Bundle IDs make it difficult for advertisers, demand-side platforms (DSPs), and other stakeholders in the open programmatic ecosystem to consistently match them to verified apps. These inconsistencies complicate audience targeting, campaign measurement, fraud detection, and ad performance analytics.
This report evaluates the share of advertising impressions associated with accurately mapped versus unmapped or potentially fraudulent CTV Bundle IDs, offering insight into platform-specific risks.
Pixalate’s CTV Bundle ID to App Store ID mapping technology is central to its CTV impression measurement and invalid traffic (IVT) detection. Powered by machine learning, this technology enables Pixalate to identify impressions at the level of individual CTV platforms and channels.
For this report, Pixalate measured open programmatic ad transactions that occurred on CTV apps and used them to derive the advertising share of voice (SOV) of mapped and unmapped Bundle IDs. In total, our data science and analytics team analyzed 1.8+ billion open programmatic advertising transactions across 14,000+ CTV Bundle IDs, mapped to 6,000+ unique CTV apps.
The insights in this report are derived exclusively from Pixalate’s proprietary datasets, which primarily reflect open auction, buy-side programmatic traffic.
A Bundle ID is a string used to identify an app in Connected TV (CTV) or mobile environments. On CTV, it often follows a reverse domain format (e.g., com.sling.cnn.roku) but may not be standardized or unique across platforms.
An App Store ID (ASID) is a unique, verifiable identifier assigned to an app by a CTV platform’s official app store (e.g., Roku, Amazon Fire TV). It provides consistent and platform-specific app identification.
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform 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 MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT).
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.”
