--- title: Pixalate's CTV Ad Supply Chain Trends Report - UK description: Pixalate's Connected TV (CTV) Ad Supply Chain Trends Report for the UK analyzes the state of open programmatic CTV advertising. image: https://www.pixalate.com/hubfs/Blog%20Media/2025%20Covers%20and%20Images/CONNECTED%20TV%20(CTV)%20AD%20SUPPLY%20CHAIN%20TRENDS%20-%20UK.png --- [![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=150&height=46&name=pixalate-logo-red-small.png "pixalate-logo-red-small")](https://www.pixalate.com/?hsLang=en) # CTV Ad Supply Chain Trends - United Kingdom **Discover how ad spend, supply chain dynamics, and invalid traffic (IVT) are shaping the global Connected TV (CTV) advertising ecosystem.** Pixalate’s Q1 2026 CTV Ad Supply Chain Trends Report  for the United Kingdom analyzes programmatic activity across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV, offering insights into spend patterns, market share shifts, and traffic quality worldwide. ### Download Report By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms?hsLang=en) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/privacy-policy?hsLang=en). ## **More CTV Ad Supply Chain Trends:** | - [Global](https://www.pixalate.com/ctv-ad-supply-chain-trends-report?hsLang=en) - [Canada](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-canada?hsLang=en) - [Mexico](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-mexico?hsLang=en) - [USA](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-usa?hsLang=en) - [UK](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-uk?hsLang=en) | - [North America (Q3 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-north-america?hsLang=en) - [LATAM (Q3 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-latam?hsLang=en) - [EMEA (Q3 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-emea?hsLang=en) - [APAC (Q3 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-apac?hsLang=en) | - [Samsung Smart TV (Q1 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-samsung-smart-tv?hsLang=en) - [Amazon Fire TV (Q1 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-amazon-fire-tv?hsLang=en) - [Apple TV (Q1 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-apple-tv?hsLang=en) - [Roku (Q1 2024)](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-roku?hsLang=en) | | --- | --- | --- |   **Pixalate's Methodology: CTV Ad Supply Chain Trends**   Pixalate’s data science team analyzed programmatic advertising activity across over **210K Connected TV (CTV) apps** and **19 billion global open programmatic ad transactions** in Q1 2026. The insights in this report are derived exclusively from Pixalate’s datasets, which primarily consist of buy-side open auction traffic sources. ## **How does Pixalate estimate global Connected TV ad spend?** Pixalate global open programmatic CTV ad spend figures (see pages 5 and 6) were calculated by integrating externally sourced data with Pixalate’s internally tracked metrics. In the context of this report, third-party data is used to estimate the annual dollar value in 2026. Pixalate’s derived quarterly share is then applied to determine the dollar value for Q1 2026 ($6.2B), and proprietary estimates are utilized to determine QoQ time series and regional trends in 2026. - Total estimated global digital ad spend (2023): $627 billion ([Statista](https://www.statista.com/statistics/237974/online-advertising-spending-worldwide/)) - CTV’s estimated share (2023): 9.5% ([eMarketer](https://www.emarketer.com/content/us-ctv-ad-spend-growth-slows-remains-strong)) - Upfronts’ estimated share (2023): 34% ([eMarketer](https://www.insiderintelligence.com/content/us-upfront-ctv-ad-spending-will-exceed-6-billion-this-year)) - Open programmatic estimated share (2023): 50% ([Simpli.fi](https://simpli.fi/latest/ctv-inventory-open-exchange-vs-private-marketplace-deals)) - Estimated share of spend by quarter (Q4 2023, Pixalate): 32.1% - Yearly and quarterly changes of open programmatic advertising traffic, as measured by Pixalate, are used as a proxy for estimates of changes in ad spend. This is inclusive of invalid traffic. ## **How does Pixalate calculate ad market share? (‘Share of Voice’; SOV)** Pixalate calculates ad market share, or Share of Voice (SOV), by **measuring the proportion of programmatic ads served to a specific device, operating system, category, or other segment out of the total ads sold**. For example, if Device X received 20 out of 100 total ads in one quarter, its market share would be 20% SOV. If the next quarter it received 36 out of 120 total ads, its share would rise to 30% SOV — a 50% increase. Importantly, *these calculations exclude invalid traffic (IVT).* ## **How does Pixalate calculate Supply-Side Platform (SSP) market share?** Pixalate defines “SSP Market Share” as the **percentage of impressions associated with a given SSP out of all impressions within a country for a given platform**. For example, if 100 total impressions were measured in Germany, and 10 of them were sold by Google Ad Exchange, then Google Ad Exchange would have a 10% market share. Pixalate's SCO mapping technology identifies instances where multiple sellers should receive market share credit for the same impression (i.e., reselling). *This can result in a country's total SSP market share exceeding 100%.* ## **What are Connected TV (CTV) and Over-the-Top (OTT) TV?** Connected TV (CTV) and Over-the-Top (OTT) TV refer to **television content delivered via the internet rather than through traditional broadcast or cable**. In this report, Pixalate uses the term CTV to classify activity based on the device used by the end-user. Examples include streaming devices (Roku, Apple TV, Amazon Fire TV), Smart TVs, and gaming consoles. ***Learn more about OTT and CTV: ***[***Read the Pixalate Knowledgebase entry***](https://www.pixalate.com/knowledgebase/over-the-top-vs.-connected-tv-reporting?hsLang=en)***.*** ## **What is Invalid Traffic (IVT)?** Per the Media Rating Council (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.” Certain IVT is also sometimes referred to as “ad fraud.” 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. ## **See also:** - … [Programmatic Ad Seller Misrepresentation Report](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-web-traffic?hsLang=en) - … [Invalid Traffic (IVT) & Ad Fraud Benchmarks](https://www.pixalate.com/invalid-traffic-benchmarks-report-united-states?hsLang=en) - ... [Made-for-Advertising (MFA) Benchmarks](https://www.pixalate.com/made-for-advertising-websites-report?hsLang=en) - ... [Click Fraud Benchmarks Report](https://www.pixalate.com/click-fraud-benchmarks-report-north-america?hsLang=en) #### **About Pixalate** *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).* ### Schedule a Demo ![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?hsLang=en) and [Privacy Policy](https://www.pixalate.com/privacypolicy?hsLang=en) Products [Analytics](https://www.pixalate.com/products/analytics?hsLang=en) [Blocking](https://www.pixalate.com/products/blocking?hsLang=en) [Media Rating Terminal](https://www.pixalate.com/products/mrt?hsLang=en) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex&hsLang=en) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex&hsLang=en) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach&hsLang=en) Resources [Blog](https://blog.pixalate.com/?hsLang=en) [Press](https://www.pixalate.com/press?hsLang=en) [Careers](https://www.pixalate.com/jobs?hsLang=en) [Team](https://info.pixalate.com/pixalate-leadership-team?hsLang=en) 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?hsLang=en) [Privacy Policy](https://www.pixalate.com/privacypolicy?hsLang=en) [GDPR Compliance](https://www.pixalate.com/gdpr?hsLang=en) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-uk#) # 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. 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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms?hsLang=en) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf?hsLang=en). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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