Report reveals that open programmatic invalid traffic (IVT) rate dropped to 17% in Q2 2023; Roku still holds nearly half (45%) of the global CTV device market share.
Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through the first half of 2023.
The report provides a deep dive into open programmatic CTV ad spend trends by global regions, an update on CTV device market share, the latest trends in the Roku, Amazon Fire TV, and Samsung Smart TV app stores, and a look at invalid traffic (IVT, inclusive of ad fraud) in the open programmatic CTV ad marketplace.
Ad Spend and Invalid Traffic (Including Ad Fraud) Trends:
All takeaways are based on Pixalate’s data and estimates.
Estimated global open programmatic CTV advertising spend eclipses $8.4 billion through H1 2023This is down 4% compared to the same period in 2022The Asia-Pacific (APAC) market saw 164% YoY growth in open programmatic CTV ad spend
CTV Device Market Share Trends
45% of open programmatic ad spend in CTV went to Roku devices in Q2 2023Up 2% YoYSamsung saw its market share rise to 20%, up 23% YoYThis marks the first time a second company (in addition to Roku) has topped 20% global CTV device market shareAmazon Fire TV devices captured the third-most market share (10%)
Invalid Traffic (IVT) – Including Ad Fraud – Trends
Invalid traffic (IVT, inclusive of ad fraud) dropped to 17% in Q2 2023Down from 21% in Q1 2023This was the lowest quarter since Q3 2022 (also 17%)
About Pixalate
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.
