An analysis of LG Smart TV’s position in the open programmatic Connected TV (CTV) advertising marketplace. This report highlights global and regional market share, top-grossing CTV channels, Invalid Traffic (IVT) trends, app-ads.txt adoption, and other key insights.
KEY FINDINGS → Based on an analysis of 23B global open programmatic ad transactions in Q2 2025:
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Pixalate’s data science team analyzed programmatic advertising activity across 23 billion global open programmatic ad transactions on Connected TV (CTV) devices from Q2 2025 to compile this research. This report focuses exclusively on approximately 4.7K LG Smart TV apps.
In the context of this report, open programmatic ad transactions, as measured by Pixalate, are proxied for advertising share of voice (SOV, %). Devices with no identified manufacturer information are removed from the pull of open programmatic ad transactions when computing the advertising share of voice (SOV, %).
Pixalate's datasets—which are used exclusively to derive these insights—consist predominantly of buy-side open auction programmatic traffic sources.
Pixalate is sharing this data not to impugn the standing or reputation of any person, entity, or app, but instead to render opinions and report trends about CTV programmatic advertising activity in the studied time period.
Pixalate’s CTV advertising market share assessments are based on the proportion of sold programmatic ads associated with a specific operating device, system, category, or other relevant criteria. For example, if Device type X received 20 of 100 total ads one quarter, its market share SOV would be 20%. If Device type X then received 36 of 120 total ads the next quarter (30% SOV), its market share would have increased by 50% (from 20% to 30%).
Pixalate global open programmatic CTV ad spend figures 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 2025. Pixalate’s derived quarterly share is then applied to determine the dollar value for Q2 2025 ($5.7B), and proprietary estimates are utilized to determine QoQ time series and regional trends in 2025.
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.”
