A new Pixalate study finds that programmatic ad traffic coming from apps that are not in the official Amazon Fire TV app store almost doubled over the first three quarters of 2022 compared to the previous year.
Key Takeaways from Pixalate’s Q3 2022 Sideloaded CTV Apps Report
- Amazon Fire TV is the most impacted Android TV platform. We saw video ad impressions served on sideloaded apps almost double over the first 3 quarters of 2022 compared to the same period in 2021, with more than half of those impressions coming from Amazon Fire TV devices.
- Sideloaded apps may be a brand safety risk since they can contain content that may have been barred from the platform’s official app store - including pirated content.
- The presence of ad traffic to sideloaded apps may reflect that app-ads.txt is not being sufficiently used on CTV programmatic advertising.
- Sideloaded apps may also be used to deliver malware and as bots to perpetuate ad fraud.