Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through the first quarter of 2023.
The report provides a deep dive into open programmatic CTV ad spend trends – using ad sales as a proxy – by global region, the latest trends in the Roku and Amazon Fire TV app stores, and a look at invalid traffic (IVT, inclusive of ad fraud) in the open programmatic CTV ad marketplace.
Key Findings:
Global CTV advertising tops $3.2 billion in Q1
- 98% of internet-connected U.S. households are reachable via open programmatic CTV advertising – up from 92% during Q1 2022
- Estimated $3.2 billion in global open programmatic CTV ad spend during Q1 2023
- APAC market saw 15% YoY growth in open programmatic CTV ad spend
Roku dominates while Samsung, Amazon, LG gain market share
- 46% of open programmatic ad spend in CTV went to Roku devices in Q1 2023
- Samsung – including Smart TVs – saw its market share rise to 19%, up 23% YoY
- Amazon Fire TV devices captured the third-most market share (9%), up 44% YoY
Invalid Traffic (IVT) – including ad fraud – sees slight uptick
- IVT – inclusive of ad fraud – in the open programmatic CTV ad supply chain rose back above 20% in Q1 2023
- This marked a rise from the second half of 2022, where IVT rates were 18%
What’s inside the report:
Pixalate’s Q1 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report includes:
- CTV ad spend trends by global region
- CTV device trends
- Roku Channel Store and Amazon Fire TV Channel Store Insights
- CTV operating system trends
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