1、 Q2 2024CONNECTED TV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 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 for targeting,reporting,and may also be indicative of fraud/spoofing.These findings are based on over 2 billion open programmatic ad impressions across CTV platforms analyzed by Pixalate in June 202

3、4.These are some of the main reasons for Bundle IDs staying unidentified:-Bundle IDs mapped to an Incorrect CTV OS/Platform(16%)-Bundle IDs mapped to an Incorrect device platform (32%)-Bundle IDs that were malformed and couldnt be deciphered(10%)From an ad spend point of view,this accounts for a lit

4、tle over 5%of 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/Unidentifie

5、d Bundle IDs .9Top Malformed/Unidentified Bundle ID Sellers .10Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureData AnalystVP ProductHawn SmithAd FraudProduct ManagerMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 2024|2024 PIXALATE,INC.|

6、PIXALATE.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 Bund

7、le IDs was completely left to the discretion of CTV 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 variati

8、ons 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 App4App Store IDs Bundle IDsIdentifiers typically generated by the App Store.Guaranteed to be uniq

9、ueCan be 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

10、Store IDs”(“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 cr

11、eated,Bundle 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 t

12、o identify 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-Q2 2024|2024 PIXALATE,INC.|PIXALATE.COMVariations make it difficult to match Bundle IDs to the correct app5Sample of

13、Bundle ID 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 co

14、re to its 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-Q2 2024|2024 PIXALATE,INC.

15、|PIXALATE.COM642%of Fire TV Bundle IDs Were Mapped to an App(AMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS JUNE 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

16、)Mapped 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-Q2 2024|2024 PIXALATE,INC.|PIXALATE.COM758%of B

17、undle IDs on Fire TV Could Not be Mapped to an App(AMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS JUNE 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 C

18、TV platform,which may be a signal of fraudulent/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 fraudul

19、ent/spoofed/invalid traffic.Ex:“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:“tempBundleId18jcc5al8

20、6”“sasxl-1akwt”CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 2024|2024 PIXALATE,INC.|PIXALATE.COM810%of Measured CTV Bundle IDs Across Fire TV Traffic Were MalformedAMAZON FIRE TV GLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS JUNE 2024,AS MEASURED BY PIXALATE30%Only 30%of Bundle IDs across A

21、mazon 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 IMPRESS

22、ION SOV;JUNE 2024;AS MEASURED BY PIXALATETOP 10 Amazon Fire TVRank(By Impression SOV)Malformed/Unidentified Bundle ID120362336724743013EyeQcast.bestofamongus7b01mg2701v8com.i4aukturks.ukturksapp9m90.play10B009ZZDNT61CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 2024|2024 PIXALATE,INC.|PIXALATE.

23、COM10Bundle ID CategoryImpression SOV%Unique Bundle ID SOV%Malformed/Unidentified1%11%Mobile-Only Bundle ID1%18%ASID for Incorrect CTV Platform1%11%Mapped Bundle ID19%22%App Store ID79%38%Global Averages of Bundle ID Types Across All CTV PlatformsGLOBAL OPEN PROGRAMMATIC ADVERTISING IMPRESSIONS JUNE

24、 2024,AS MEASURED BY PIXALATEData across the Roku,Amazon Fire TV,Samsung Smart TV,and Apple TV platforms,presented here to highlight the global averages of Bundle ID types across all CTV Platforms.METHODOLOGY&DISCLAIMERCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 2024|2024 PIXALATE,INC.|PIXALA

25、TE.COMGeneralFor this report,Pixalates data science and analyst team analyzed over 2 billion open programmatic advertising transactions across more than 27 thousand CTV Bundle IDs mapped to over five thousand unique CTV apps on Roku,Amazon Fire TV,Samsung Smart TV,and Apple TV traffic in June 2024.I

26、n the context of this report,programmatic ad transactions,as measured by Pixalate,are proxied for advertising share of voice and advertising spend.Pixalates datasets which are used exclusively to derive these insights consist predominantly of buy-side open auction programmatic traffic sources.Connec

27、ted TV(CTV)Pixalate defines CTV based on the device being used by the end-user.Examples of CTV devices include Apple TV,Roku,Chromecast,Amazon Fire TV,Smart TVs,and gaming platforms.12METHODOLOGYCTV Bundle MappingPixalate differentiates between multiple types of CTV app identifiers:App Store IDs are

28、 identifiers typically generated by the App Store.They are guaranteed to be unique and can be verified on their respective CTV app store.IAB Tech Lab published guidance standardizing the use of App Store Ids.CTV Bundle IDs are heuristically created strings used to identify CTV apps and channels,are

29、not regulated,and are not guaranteed to be unique.Pixalate uses proprietary ML algorithms to enable the identification and mapping of CTV bundles,mapping impressions to their respective app and platform App Store ID.Share of Voice(SOV)Based on the proportion of sold programmatic ads that go to a cer

30、tain device,operating system,category,etc.For example,if Roku App X received 20 of 100 total Roku impressions in one quarter,its quarterly impression SOV would be 20%.CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q2 2024|2024 PIXALATE,INC.|PIXALATE.COM13DISCLAIMERThe content of this report reflect

31、s 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 and updating.Any references to outside sources should not be con

32、strued 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 report findings and trends pertaining to the time period studied.T

33、his 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 Pixalate Terms of Use.Pixalate is a global platform for privacy comp

34、liance,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