Pixalate has launched the OpenEPG™ Index — the programmatic ad industry’s first free, public benchmark of streaming TV in the U.S., ranked by estimated consumer reach and open programmatic ad spend across both small & large screens.
Download the June 2026 OpenEPG™ Index: State of Streaming TV Ad Spend Report for the United States:
Public streaming TV rankings were never built to measure where America actually watches today — or where ad dollars actually follow. Legacy frameworks depend on limited consumer panels or manual, partner-by-partner publisher integrations, leaving mobile streaming, FAST channels, and live sports dark.
The result is a structural blind spot for advertisers and buyers alike. A premium publisher can opt out. A FAST channel goes uncounted. A sports fan watching on their phone is invisible. And without publisher opt-in, there is no show-level data at all, only app-level aggregates that tell buyers little about the content their ads actually ran against, or whether their ad spend reached a real audience.
Pixalate's OpenEPG™ Index addresses this directly, anchoring rankings in real-world open programmatic ad spend and consumer reach, requiring zero publisher opt-ins to surface the full breadth of modern streaming TV by show, channel, genre, device, and daypart across all 210 U.S. markets*.
The Index is powered by OpenEPG™ 1.0 Analytics, which brings linear TV-style measurement and verification to open programmatic CTV. OpenEPG™ 1.0 Analytics is available now for DSPs, SSPs, and programmatic buyers who want show-level targeting and verification across the full open exchange. No custom publisher data-sharing agreements or opt-ins required.
Its engine, OpenEPG DB™, maps 12,875 shows across 318 channels and six operating systems.
Pixalate's OpenEPG™ platform brings linear TV-style measurement and content visibility to open programmatic streaming TV — across mobile OTT (iOS, Android) and large screens (Roku, Amazon Fire TV, Samsung TV, Apple TV) — without requiring publisher opt-in or custom data-sharing agreements. Coverage extends across FAST channels, news, sports, and single-network apps, including the long tail that opt-in measurement never reaches.
Pixalate's data science team has mapped over 37,000 variations of open-market Bundle IDs to their parent app names. For every bid request, OpenEPG™ reads the Bundle ID and timestamp already in the bidstream, resolves them to a clean app identity, and checks that against Pixalate's continuously updated show-level database (OpenEPG™ DB) to determine what aired by show, channel, market, and daypart across all 210 U.S. media markets. Three signals power the resolution:
Share of Voice (SOV%) represents each platform's, genre's, or channel's estimated portion of total U.S. open programmatic advertising traffic during the measurement period. Figures are derived from bid request volume and are segmented by screen size (small screen/mobile vs. large screen/CTV), operating system, and content genre.
Platform & Device Classification
Traffic is classified into two screen categories:
Programs are attributed to one of four dayparts based on the timestamp of the ad request. All daypart boundaries are standardized to Eastern Time (ET).
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012 and recognized by UNICEF as a “key innovator” for children’s online privacy, Pixalate 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 accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT).
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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.”
