Connected TV (CTV) App-Ads.txt Adoption Report, FY 2020: 80% of Roku & 62% of Amazon Fire TV top 500 Apps Have app-ads.txt

80% of the top 500 Roku apps and 62% of the top 500 Fire TV apps had app-ads.txt by the end of 2020 (top apps based on number of programmatic ads sold, as measured by Pixalate)

Pixalate, a global ad fraud intelligence and marketing compliance platform, released the industry’s first Connected TV App-Ads.txt Reports for Roku Apps and Amazon Fire TV Apps, reviewing app-ads.txt adoption trends in 2020.

The reports analyze the state of app-ads.txt adoption among Connected TV (CTV) apps in the Roku and Amazon Fire TV Channel Stores (“Roku apps” and “Fire TV apps”) in 2020. The IAB Tech Lab’s Ads.txt / App-Ads.txt programs aim to “increase transparency in the programmatic advertising ecosystem” by allowing “to publicly declare the companies they authorize to sell their digital inventory.”

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Key Findings: 80% of the top 500 Roku apps* and 62% of the top 500 Fire TV apps had app-ads.txt by the end of 2020

Roku apps:

• 9% increase in total number of Roku apps with app-ads.txt (Q1 to Q4 2020)
• 80% of top 500 Roku apps* had app-ads.txt in Q4 2020
• 66% increase in ‘Kids & Family’ apps w/ app-ads.txt in 2020
• 31% of top 500 Roku apps* list Google on their app-ads.txt files

Amazon Fire TV apps:

• 10% increase in total number of Fire TV apps with app-ads.txt (Q1 to Q4 2020)
• 62% of top 500 Fire TV apps* had app-ads.txt in Q4 2020
• 34% of Fire TV apps in the ‘News’ category had app-ads.txt in 2020
• 49% of top 500 Fire TV apps* list Google on their app-ads.txt files

The reports also looked at the top 20 apps* with app-ads.txt on both Roku and Amazon Fire TV in 2020. Hulu and Sling TV led the way on Roku, while Sling TV and Tubi led on Amazon Fire TV.

*Note: “Top apps” are based on the number of programmatic ads sold, net of invalid traffic (IVT), as measured by Pixalate.

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What’s inside the report

Pixalate’s 2020 Connected TV App-Ads.txt Reports for Roku Apps and Amazon Fire TV Apps include:

• Roku & Fire TV app-ads.txt app adoption trends
• Adoption by app category
• Top Roku & Fire TV apps w/ app-ads.txt
• Top supply partners (both direct and reseller partners)
• Supply partners by category

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