--- title: Pixalate CTV Trends - LG Smart TV description: Pixalate CTV Trends - LG Smart TV - Q2 2025 image: https://www.pixalate.com/hubfs/LG%20CTV%20Trends%20Report%20-%20landing%20page%20cover.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) # LG Smart TV Trends Report - Q2 2025 **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: - **7%** of global **open programmatic CTV ads** were delivered to LG devices - **32%** of LG CTV apps **use app-ads.txt** and support open programmatic ads - **15%** of LG Smart TV open programmatic ad traffic was **flagged as IVT** ### 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 Connected TV (CTV) Trends:** - … [Global Connected TV (CTV) Device Market Share](https://www.pixalate.com/ctv-device-global-market-share-report-global?hsLang=en) - … [CTV Malformed & Fraudulent Bundle IDs Risk Report](https://www.pixalate.com/connected-tv-ctv-malformed-and-fraudulent-bundle-ids-risk-report-for-roku?hsLang=en) - … [Programmatic Ad Seller Misrepresentation Report](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-ctv-apps?hsLang=en) - … [Made for Advertising (MFA) CTV Apps Report](https://www.pixalate.com/made-for-advertising-ctv-report?hsLang=en) - ... [Connected TV Ad Supply Chain Trends](https://www.pixalate.com/ctv-ad-supply-chain-trends-report-usa?hsLang=en) - … [CTV FAST Apps Traffic Analysis Report](https://www.pixalate.com/ctv-fast-apps-traffic-analysis-report-roku?hsLang=en) - ... [vMVPD Traffic Analysis Report](https://www.pixalate.com/vmvpd-traffic-analysis-report-roku?hsLang=en) - ... [Top 100 CTV Bundle IDs](https://www.pixalate.com/top-ctv-bundle-ids-roku?hsLang=en) - … [Top Grossing CTV Apps](https://www.pixalate.com/top-grossing-ctv-apps-roku?hsLang=en) ## **Pixalate's Methodology: LG Smart TV Trends** 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. ## **How does Pixalate calculate CTV advertising market share?** 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%). ## **How does Pixalate estimate global CTV advertising spend?** 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. - 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 in open programmatic advertising traffic, as measured by Pixalate, serve as a proxy for estimates of changes in ad spend. This is inclusive of invalid traffic. ## **Additional Definitions:** - **Apps:** An app is also sometimes referred to as a “channel” when discussing CTV advertising. This report uses the term “app” for consistency. “Apps with programmatic ads” are based on app Bundle IDs across all CTV app stores in the ecosystem. - **Connected TV/OTT:** Also referred to as “CTV” in this report. Pixalate defines CTV based on the device being used by the end-user. Examples of CTV devices include Apple TV, Roku, Amazon Fire TV, Smart TVs, and gaming platforms. - **Programmatic CTV: **The report examines global programmatic advertising activity across CTV devices. Pixalate’s datasets consist predominantly of open auction programmatic traffic sources. ## **See also:** - … Top 100 [Mobile](https://www.pixalate.com/top-google-play-store-mobile-app-bundle-ids-global?hsLang=en) & [CTV](https://www.pixalate.com/top-ctv-bundle-ids-samsung?hsLang=en) Bundle IDs - ... [Most Popular CTV vMVPD Apps](https://www.pixalate.com/vmvpd-traffic-analysis-report-fire-tv?hsLang=en) - ... [Most Popular CTV FAST Apps](https://www.pixalate.com/ctv-fast-apps-traffic-analysis-report-samsung-smart-tv?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/lg-smart-tv-trends-report#) # 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. 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