H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report: 45% of all open programmatic CTV ads are delivered on Roku devices; 86% of US households now reachable

Report reveals a 50% year-over-year increase in open programmatic CTV ad spend and a 71% increase in the number of CTV apps that support open programmatic advertising

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, released the H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through H1 2021.

The report provides a deep dive into open programmatic CTV ad spend trends by global region, ad fraud (or invalid traffic, “IVT”) in open programmatic CTV advertising, and trends in the Roku and Amazon Fire TV app stores.

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Key Findings:

CTV Advertising continues rapid growth

  • 50% increase in global open programmatic ad spend in CTV from H1 2020 to H1 2021
  • 86% of US households are reachable via CTV open programmatic advertising, up 34% year-over-year

Ad Fraud (IVT) shows early signs of improvement

  • About 15% of open programmatic CTV advertising was invalid traffic (IVT) in H1 2021, down from 20-25% in 2020

Roku devices dominate the programmatic ad market

  • 45% of open programmatic ad spend in CTV went to Roku devices
  • Amazon (14%) and Samsung (12%) are vying for second place
  • Samsung increased its open programmatic CTV ad market share by 197% from H1 2020 to H1 2021

CTV apps continue to embrace programmatic advertising

  • 71% YoY increase in the number of CTV apps that support open programmatic advertising
  • 49% YoY increase in apps in the Roku Channel Store that support open programmatic advertising
  • 30% YoY increase in apps in the Amazon Fire TV Channel Store that support open programmatic advertising

What’s inside the report

Pixalate’s H1 2021 Global Connected TV (CTV) Ad Supply Chain Trends Report includes:

  • CTV ad spend trends by global region
  • Ad fraud in CTV
  • Household reach via CTV open programmatic advertising
  • CTV device trends
  • Roku Channel Store and Amazon Fire TV Channel Store Insights
  • Top CTV operating systems

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