1、 Q1 2024CONNECTED TV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COMExecutive SummaryThis report provides insights into a common challenge in Connected TV(CTV)advertising-the usage of Bundle IDs to identify apps and

2、the challenges around mapping these Bundle IDs to the actual apps.Unmapped Bundle IDs are problematic from the POV of targeting,reporting,and may also be indicative of fraud/spoofing.These findings are based on over 1.8 billion open programmatic ad impressions across CTV platforms analyzed by Pixala

3、te in March 2024.The main reasons for Bundle IDs staying unidentified:-Bundle IDs mapped to an Incorrect CTV OS/Platform(9%)-Bundle IDs mapped to an Incorrect device platform (13%)-Bundle IDs that were malformed and couldnt be deciphered(37%)From an ad spend POV,this accounts for a little over 6%of

4、open programmatic ad spend on Amazon Fire TV devices.The report also includes a list of the top 10 malformed Bundle IDs on Amazon Fire TV devices.2TABLE OF CONTENTS Key Concepts.4-6Pixalates Bundle ID Classifications .6-7Malformed/UnidentifiedBundle ID Trends 8Top Malformed/Unidentified Bundle IDs .

5、9Top Malformed/Unidentified Bundle ID Sellers .10Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureData AnalystVP ProductHawn SmithResearch and Development AnalystMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXAL

6、ATE.COMThe use of Bundle IDs originated on iOS and Android mobile apps as a means to identify apps.As mobile app stores matured,these became unique and were referred to generically as“App Store IDs”(“App Bundles”on Android and“Bundle IDs”on iOS).When this concept moved to CTV Apps,defining Bundle ID

7、s was completely left to the discretion of platforms,even though each CTV platform had its own“App Store ID”.IAB Tech Lab published guidance standardizing the use of App Store Ids.Since they are heuristically created,Bundle IDs are not regulated and not guaranteed to be unique.These variations are c

8、aused by entities concatenating additional information,such as OS Platform,Channel,Network or Program information:E.g.:n.ctv.roku is an attempt to describe the CNN channel on the Sling TV Roku App4App Store IDs Bundle IDsIdentifiers typically generated by the App Store.Guaranteed to be uniqueCan be

9、verified on their respective app storeE.g.:46041(Sling TV on Roku),B00ODC5N80(Sling TV on Fire TV)Key ConceptsThe use of Bundle IDs originated on iOS and Android mobile apps as a means to identify apps.As mobile app stores matured,these became unique and were referred to generically as“App Store IDs

10、”(“app bundles”on Android and“bundle ids”on iOS).When this concept moved to CTV Apps,Bundle IDs were completely left to the discretion of whoever was using them,even though each CTV platform had its own“App Store ID”.More information available here by IAB Tech Lab.Since they are manually created,Bun

11、dle IDs are not regulated and not guaranteed to be unique.These variations are caused by entities concatenating additional information,such as OS Platform,Channel,Network or Program information:E.g.:n.ctv.roku is an attempt to describe the CNN channel on the Sling TV Roku App Strings used to identif

12、y CTV Apps.Often follows the“reverse domain”notation Identifies the platform(Roku,Samsung,etc)orIdentifies the channel En.rokuCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COMVariations make it difficult to match Bundle IDs to the correct app5Sample of Bundle ID

13、 Mapping in Pixalates Media Ratings Terminal(MRT)Bundle ID Variations lead to challenges with targeting,measurement and fraud detection.More detailed information can be found on our blog post(CTVs Bundle ID Crisis)on this topicPixalates CTV Bundle ID to App Store ID mapping technology is core to its

14、 CTV impression measurement and IVT detection.This Machine Learning technology enables Pixalate to identify impressions down to the CTV Platforms and channels.Pixalate CTV Bundle IDs to AppStore IDs Mapping TechnologyCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE

15、.COM638%of Fire TV Bundle IDs Were Mapped to an App(AMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS MARCH 2024,AS MEASURED BY PIXALATE)The declared bundle ID matches a known App Store ID on the matching CTV platform,which is unique.Ex:“B00BI583GE”“b00kdsgipk”App Store ID(ASID)Mapped

16、Bundle IDUsing Pixalates“bundle mapping”technology,the declared bundle ID has been associated with/mapped to a known App Store ID on the matching CTV platform.Ex:“com.natgeo.tv”“firetv.fawesome.tv”CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COM762%of Bundle ID

17、s on Fire TV Could Not be Mapped to an App(AMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS MARCH 2024,AS MEASURED BY PIXALATE)Incorrect CTV PlatformThe declared Bundle ID matches a known App Store ID using Pixalates“bundle mapping”technology,but was found to be the incorrect CTV plat

18、form,which may be a signal of spoofed/invalid traffic.Ex:“94362”(a Roku ID)“G15147002586”(a Samsung ID)Mobile-Only Bundle IDThe declared Bundle ID matches a mobile/tablet apps official Bundle ID,but does not have a matching analog in a CTV app store,which may be a signal of spoofed/invalid traffic.E

19、x:“in.playsimple.wordtrip”“mobi.ifunny”Malformed/UnidentifiedEven after processing with Pixalates“bundle mapping”technology,the declared Bundle ID doesnt fall into any of the prior definitions,and often does not resemble a standard CTV Bundle ID.Ex:510839-16374472.anonymous.freewheel”“tempBundleId18

20、jcc5al86”“sasxl-1akwt”CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COM837%of Measured CTV Bundle IDs Across Fire TV Traffic Were MalformedAMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS MARCH 2024,AS MEASURED BY PIXALATE23%Only 23%of Bundle IDs

21、across Amazon Fire TV traffic used actual App Store IDs,requiring the remaining traffic to be mappedUnmappedMapped*Definitions for Pixalates various classifications of CTV bundle IDs shown here can be found on Slides 6-7.9Top 10 Malformed Fire TV Bundle IDs AMAZON FIRE TV PLATFORM;TOP CTV BUNDLES BY

22、 IMPRESSION SOV;MARCH 2024;AS MEASURED BY PIXALATETOP 10 Amazon Fire TVRank(By Impression SOV)Malformed/Unidentified Bundle ID1eyeq2384777-16737524.anonymous.freewheel307e7m-eqpe74i79zj-wsjin507e7m-s52pt6sasxl-1akwt73cd13114-034c-4829-d52f-1300b5f2edfb86303a44d96795b0ffbccc96b9facebook.aplke10i79zj-

23、dcae7CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COM10Top Sellers at Risk of Malformed CTV Bundle IDsAMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS MARCH 2024,AS MEASURED BY PIXALATEFreeWheel,Google AdExchange,and Magnite were the top sellers

24、at risk of malformed CTV Bundle IDs in Q1 2024,according to Pixalates data.RankSeller NameMalformed/Unidentified Bundle ID Exposure Rate*1FreeWheel32%2Google AdExchange22%3Magnite21%4Xandr Monetize12%5Nexxen11%*Exposure Rate for a seller is defined as the percentage of a platforms malformed/unidenti

25、fied Bundle IDs on which the seller is found to have sold traffic,according to Pixalates data.CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COM11Bundle ID CategoryImpression SOV%Unique Bundle ID SOV%Malformed/Unidentified2%28%Mobile-Only Bundle ID1%10%ASID for I

26、ncorrect CTV Platform1%5%Mapped Bundle ID27%28%App Store ID70%29%Global Averages of Bundle ID Types Across All CTV PlatformsGLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS MARCH 2024,AS MEASURED BY PIXALATEData across the Roku,Amazon Fire TV,Samsung Smart TV,and Apple TV platforms,presented here to

27、 highlight the global averages of Bundle ID types across all CTV Platforms.METHODOLOGY&DISCLAIMERCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COMGeneralFor this report,Pixalates data science and analyst team analyzed over 1.8 billion open programmatic advertisi

28、ng transactions across more than 16 thousand CTV Bundle IDs mapped to over six thousand unique CTV apps on Roku,Amazon Fire TV,Samsung Smart TV,and Apple TV traffic in March 2024.Connected TV(CTV)Pixalate defines CTV based on the device being used by the end-user.Examples of CTV devices include Appl

29、e TV,Roku,Chromecast,Amazon Fire TV,Smart TVs,and gaming platforms.13METHODOLOGYShare of Voice(SOV)Based on the proportion of sold programmatic ads that go to a certain device,operating system,category,etc.For example,if Device X received 20 of 100 total ads one quarter,its SOV would be 20%.If Devic

30、e X then received 36 of 120 total ads the next quarter,its SOV would have increased by 50%(from 20%to 30%).IVTAs used herein,and per the MRC,“Invalid Traffic(IVT)is defined generally as traffic that does not meet certain ad serving quality or completeness criteria,or otherwise does not represent leg

31、itimate 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.”CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,

32、INC.|PIXALATE.COM14DISCLAIMERThe content of this report reflects Pixalates opinions with respect to the factors that Pixalate believes can be useful to the digital media industry.Any data shared is grounded in Pixalates proprietary technology and analytics,which Pixalate is continuously evaluating a

33、nd updating.Any references to outside sources should not be construed as endorsements.Pixalates 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 rep

34、ort findings and trends pertaining to the time period studied.This reportincluding all content set forth hereinconstitutes Pixalate“Materials”under Pixalates Terms of Use,and is licensed subject toand conditioned expressly uponcompliance with each of the applicable terms and conditions of such Pixal

35、ate Terms of Use.Pixalate is a global platform for privacy compliance,ad fraud prevention,and data intelligence in the digital ad supply chain.Founded in 2012,Pixalates 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)ABOUT PIXALATEStay CTLLFF