1、Q3.2 0 2 4An Analysis of the State of Open Programmatic CTV Advertising,including Trending Categories,and Ad Fraud Risk.GLOBAL CONNECTEDTV(CTV)AD SUPPLYCHAIN TRENDSCTV AD SUPPLY CHAIN TRENDS REPORT|2022 PIXALATE|PIXALATE.COM2TABLE OF CONTENTS SCOPE:Pixalates data science team analyzed programmatic a

2、dvertising activity across over 100 thousand Connected TV(“CTV”)apps and over 8 billion global open programmatic ad transactions in Q3 2024 to compile this research.Pixalates datasets consist predominantly of buy-side open auction programmatic traffic sources.Pixalate is sharing this data not to imp

3、ugn the standing or reputation of any person,entity or app,but instead,to render opinions and report trends pertaining to CTV programmatic advertising activity in the time period studied.Key stats and trends.3-8Top Grossing Apps.9-13Roku store trends.14-19Amazon Fire TV store trends.20-25Samsung Sma

4、rt TV store trends.26-31Apple TV store trends.32-37Methodology and glossary.38-40CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM3Alba Del VillarHawn SmithAd Fraud Product ManagerChief EconomistREPORT AUTHORSCTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.C

5、OM4Q3 2024 Global CTV Supply Chain Trends$6*billion in estimated global open programmatic CTV ad spend in Q3 2024,up 35%YoY(*Inclusive of invalid traffic).23%invalid traffic(IVT)rate in global open programmatic CTV in Q3 2024,up from 19.4%in Q2 2024.Hulu generated an estimated$128M in open programma

6、tic ad revenue on traffic across Roku($80M),Samsung($32M),Amazon Fire TV($10M)and Apple TV($6M)from North America in September 2024.Number of Amazon Fire TV apps with open programmatic ads increased by 69%YoY,while Roku decreased 32%in the number of apps with open programmatic ads in Q3 2024 vs.Q3 2

7、023.Estimated global open programmatic CTV ad spend in Q3 2024,up 35%YoY,inclusive of IVT,according to Pixalates data.$6BCTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMQ3 2024 Estimated Global Open Programmatic CTV Ad SpendEstimated Global Open programmatic ads proxied for ad

8、 spend,as measured by Pixalate6Want more data?Schedule a demo:pixal.at/demoGlobal open programmatic CTV invalid traffic(IVT,including ad fraud)rate increased to 23%in Q3 2024,according to Pixalates data.23%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMQuarterly Global CTV In

9、valid Traffic Rates(IVT Inclusive of Ad Fraud)Invalid traffic(“IVT”-inclusive of ad fraud)per quarter in open programmatic CTV;global;as measured by Pixalate8Want more data?Schedule a demo:pixal.at/demoTOP GROSSING APPSCTVRoku|Fire TV|Apple TV|SamsungCTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALAT

10、E.COM|INFOPIXALATE.COM10KEY TAKEAWAYS:TOP GROSSING ROKU CTV APPSSeptember 2024;Open programmatic ad revenue as estimated by PixalateHulu generated an estimated$80M in open programmatic ad revenue on traffic via Roku from N.America in September 2024.Vix generated an estimated$983K in open programmati

11、c ad revenue on traffic from Latin America(LATAM)via Roku in September 2024.Kidoodle.TV app was the top grossing Roku app in the EMEA region,with$127K in estimated programmatic ad revenue on traffic in September 2024.CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM11ViX:TV,Spo

12、rts and News led in LATAM with$62K in estimated open programmatic ad revenue on traffic in September 2024 on Amazon Fire TV.KEY TAKEAWAYS:TOP GROSSING AMAZON FIRE TV CTV APPSSeptember 2024;Open programmatic ad revenue as estimated by PixalateHulu generated an estimated$10M in open programmatic ad re

13、venue on traffic from North America in September 2024,on Amazon Fire TV.The Crossing Dead generated an estimated$166K in open programmatic ad revenue on traffic from EMEA in September 2024.CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM1212KEY TAKEAWAYS:TOP GROSSING APPLE TV

14、APPSSeptember 2024;Open programmatic ad revenue as estimated by PixalateHulu generated an estimated$6M in open programmatic ad revenue on traffic from N.America in September 2024 via Apple TV,down from$9M in August.Vix was the top grossing Apple TV app in LATAM region,generating an estimated$10K in

15、open programmatic ad revenue on traffic in September 2024.Rakuten TV app generated an estimated$20K in open programmatic ad revenue on traffic from EMEA in September 2024.13KEY TAKEAWAYS:TOP GROSSING SAMSUNG CTV APPSSeptember 2024;Open programmatic ad revenue as estimated by PixalateHulu generated a

16、n estimated$32M in open programmatic ad revenue on traffic from N.America in September 2024 via Samsung Smart TV,down from$33M in July.Vix generated an estimated$517K in open programmatic ad revenue on traffic from LATAM in September 2024,down from 937K in July.Samsung TV Plus was the top grossing S

17、amsung CTV app in APAC.It generated an estimated$83K in open programmatic ad revenue on traffic in September 2024.OPEN PROGRAMMATICAD TRENDSApp Growth|Open Programmatic Ads|App CategoriesROKU CHANNEL STOREThe number of apps in Roku Channel store increased 13%YoY,reaching 43K+in Q3 2024;but the numbe

18、r of Roku apps with open programmatic ads decreased(-32%)YoY,according to Pixalates data.+13%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM+13%YoY Number of Apps in Roku Channel StoreAs measured by Pixalate16Want more data?Schedule a demo:pixal.at/demoCTV AD SUPPLY TRENDS RE

19、PORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM17Want more data?Schedule a demo:pixal.at/demo*minimum 50 invalid traffic-free open programmatic ads sold per quarter,as measured by Pixalate.Change in Number of Roku Apps with Open Programmatic Ads#of total apps in Roku app store w/open programmatic a

20、ds(=50 IVT-free ads sold);indexed against Q3 2021;as measured by Pixalate-32%YoY YoY ad market share increase in Roku for apps in the“Movies&TV”category,according to Pixalates data.+24%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMRoku App Categories:Open Programmatic Advert

21、ising SOVOpen programmatic advertising SOV among top five app categories;Q3 2024;as measured by Pixalate19Want more data?Schedule a demo:pixal.at/demo*YoY%Change in SOV(%)from Q3 2023 to Q3 2024,as measured by Pixalate.OPEN PROGRAMMATICAD TRENDSApp Growth|Open Programmatic Ads|App CategoriesAMAZON F

22、IRE TV STOREThe number of apps in Amazon Fire TV Channel store increased 57%YoY,reaching 33K in Q3 2024;The number of Amazon Fire TV apps with open programmatic ads increased even more with 69%YoY,according to Pixalates data.+57%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM

23、Number of Apps in Amazon Fire TV App StoreAs measured by Pixalate22Want more data?Schedule a demo:pixal.at/demo+57%YoY CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMChange in Number of Amazon Fire TV Apps with Open Programmatic Ads#of total apps in Amazon Fire TV app store w

24、/open programmatic ads(=50 IVT-free ads sold);indexed against Q3 2021;as measured by Pixalate23Want more data?Schedule a demo:pixal.at/demo+69%YoY*minimum 50 invalid traffic-free open programmatic ads sold per quarter,as measured by Pixalate.Q3 YoY ad market share increase for apps in the“Movies&TV”

25、category,“Sports”grows over 90%YoY;according to Pixalates data.11%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMAmazon Fire TV App Categories:Open Programmatic Advertising SOVOpen programmatic advertising SOV among top five app categories;Q3 2024;as measured by Pixalate25Wan

26、t more data?Schedule a demo:pixal.at/demo*YoY%Change in SOV(%)from Q3 2024 to Q3 2023,as measured by Pixalate.OPEN PROGRAMMATICAD TRENDSApp Growth|Open Programmatic Ads|App CategoriesSAMSUNG SMART TV STOREThe number of apps in Samsung Smart TV Channel store increased 24%YoY,reaching nearly 4,500 in

27、Q3 2024;the number of apps with open programmatic ads increased even more with 33%YoY,according to Pixalates data.+24%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMNumber of Apps in Samsung Smart TV App Store,QuarterlyAs measured by Pixalate28Want more data?Schedule a demo:p

28、ixal.at/demo+24%YoY CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMChange in Number of Samsung Smart TV Apps with Open Programmatic Ads#of total apps in Samsung Smart TV app store w/open programmatic ads(=50 IVT-free ads sold);indexed against Q3 2023;as measured by Pixalate29

29、Want more data?Schedule a demo:pixal.at/demo+33%YoY*minimum 50 invalid traffic-free open programmatic ads sold per quarter,as measured by Pixalate.YoY ad market share increase for apps in the“Videos”category,according to Pixalates data.+25%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOP

30、IXALATE.COMSamsung Smart TV App Categories:Open Programmatic Advertising SOVOpen programmatic advertising SOV among top five app categories;Q3 2024;as measured by Pixalate31Want more data?Schedule a demo:pixal.at/demo*YoY%Change in SOV(%)from Q3 2024 to Q3 2023,as measured by Pixalate.OPEN PROGRAMMA

31、TICAD TRENDSApp Growth|Open Programmatic Ads|App CategoriesAPPLE TV STOREThe number of apps in Apple TV Channel store increased 13%YoY,reaching over 25K+in Q3 2024;The number of apps with open programmatic ads increased x2 with 32%YoY,according to Pixalates data.+13%CTV AD SUPPLY TRENDS REPORT|2024

32、PIXALATE|PIXALATE.COM|INFOPIXALATE.COMNumber of Apps in Apple TV App Store,QuarterlyAs measured by Pixalate34Want more data?Schedule a demo:pixal.at/demo+13%YoY CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMChange in Number of Apple TV Apps with Open Programmatic Ads#of tota

33、l apps in Apple TV app store w/open programmatic ads(=50 IVT-free ads sold);indexed against Q3 2023;as measured by Pixalate35Want more data?Schedule a demo:pixal.at/demo*minimum 50 invalid traffic-free open programmatic ads sold per quarter,as measured by Pixalate.+32%YoY YoY ad market share increas

34、e for apps in the“Entertainment”category,according to Pixalates data.+30%CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMApple TV App Categories:Open Programmatic Advertising SOVOpen programmatic advertising SOV among top five app categories;Q3 2024;as measured by Pixalate37Wa

35、nt more data?Schedule a demo:pixal.at/demo*YoY%Change in SOV(%)from Q3 2024 to Q3 2023,as measured by Pixalate.METHODOLOGY&DISCLAIMER&GLOSSARYCTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM39Pixalates data science team analyzed programmatic advertising activity across over 10

36、0 thousand Connected TV(“CTV”)apps and over 8 billion global open programmatic ad transactions in Q3 2024 to compile this research.In the context of this report,open programmatic ad transactions,as measured by Pixalate,are proxied for advertising share of voice(SOV,%).Pixalates datasets which are us

37、ed exclusively to derive these insights consist predominantly of buy-side open auction programmatic traffic sources.MethodologyGlobal Ad Spend EstimatesPixalate global open programmatic CTV ad spend figures(see page 5)were calculated by integrating externally sourced data with Pixalates internally t

38、racked metrics.In the context of this report,third-party data is used to estimate the annual dollar value for the previous year(2023).Pixalates derived quarterly share is then applied to determine the dollar value for Q4 2023,and proprietary estimates are utilized to determine time trends in 2024.To

39、tal estimated global digital ad spend(2023):$627 billion(Statista)CTVs estimate share(2023):9.5%(eMarketer)Upfronts estimate share(2023):34%(eMarketer)Open programmatic estimated share(2023):50%(Simpli.fi)Estimated quarterly share of spend by quarter(2023,Pixalate):Q1,Q2,Q3,Q4:20%,21.7%,26.3%,32.1%Y

40、early and quarterly changes of open programmatic advertising traffic,as measured by Pixalate,are used as a proxy for estimates of changes in ad spend.This is inclusive of invalid traffic.CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM40GlossaryAd market share/share of voice(S

41、OV)This is 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 market share would be 20%SOV.If Device X then received 36 of 120 total ads the next quarter,its market share woul

42、d have increased by 50%(from 20%SOV to 30%SOV).This is not inclusive of invalid traffic.Apps An app is also sometimes called a“channel”when discussing CTV advertising.This report uses the term“app”for consistency.“Apps with programmatic ads”are based off app Bundle IDs in the ecosystem across all CT

43、V app stores.Connected TV/OTTAlso referred to as“CTV”in this report.Pixalate defines CTV based on the device being used by the end-user.Examples of CTV devicesinclude Apple TV,Roku,Chromecast,Amazon Fire TV,Smart TVs,and gaming platforms.Invalid TrafficPer the Media Rating Council(MRC),“Invalid Traf

44、fic 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

45、(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,bu

46、t rather a custom definition strictly for advertising measurement purposes.CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM41DISCLAIMERThe content of this report reflects Pixalates opinions with respect to the factors that Pixalate believes can be useful to the digital media i

47、ndustry.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 construed as endorsements.Pixalates opinions are just that,opinions,which means that they are neither facts nor

48、 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.This reportincluding all content set forth hereinconstitutes Pixalate“Materials”under Pixalates Terms of Use,

49、and is licensed subject toand conditioned expressly uponcompliance with each of the applicable terms and conditions of such Pixalate Terms of Use.CTV AD SUPPLY TRENDS REPORT|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM42Pixalate is a global platform for privacy compliance,ad fraud prevention,and data

50、 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