London, Nov. 12, 2024 (GLOBE NEWSWIRE) — Pixalate, the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q3 2024 Global Connected TV (CTV) Ad Supply Chain Trends Reports. The reports comprehensively analyze the state of open programmatic CTV advertising in Q3 2024 across the world and in four global regions including North America, EMEA, APAC, and LATAM.
The reports provide key insights into the state of the global CTV ad industry by platform, including information on estimated open programmatic CTV ad spend trends by global regions, updated CTV device market share statistics, and analysis of the latest trends in the Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores. The report also explores invalid traffic (IVT, including ad fraud) in the open programmatic CTV ad marketplace.
Global Connected TV (CTV) Ad Supply Chain Trends Report Key Trends & Findings
CTV Ad Spend and Invalid Traffic Rates
- EMEA CTV open programmatic ad spend increased 305% YoY, followed by APAC (+128%), North America (+34%) and LATAM (+27%)
- Invalid traffic (IVT) rates, including ad fraud, in North America reached 23%, which is lower than APAC (34%) but higher than EMEA (19%), and LATAM (15%)
- “Movies & TV” category saw YoY ad market share increases across Roku (+24%), Amazon Fire TV (+11%), while the ‘Entertainment’ category on Apple TV rose to 30%
CTV Apps with Ads
- Amazon Fire saw a 69% YoY increase in the global number of apps with open programmatic ads, according to Pixalate’s data
- Apple TV had a 32% YoY increase in the number of apps with open programmatic ads, according to Pixalate’s data
- Samsung Smart TV experienced a 33% YoY increase in apps with open programmatic ads, according to Pixalate’s data
- Roku saw a 32% YoY decrease in the number of apps with open programmatic ads, according to Pixalate’s data
Pixalate’s data science team analyzed programmatic advertising activity across over 100k Connected TV (CTV) apps across Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV and over 8 billion global open programmatic ad transactions in Q3 2024 to compile this research.
Download and explore the complete Q3 2024 Global Connected TV (CTV) Ad Supply Chain Trends Reports:
About Pixalate
Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
Disclaimer
The content of this press release, and the Global Connected TV (CTV) Ad Supply Chain Trends Reports (the “Report”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied. Pixalate does not independently verify third-party information. 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.”
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