Pixalate releases H2 2022 CTV ad supply chain reportTuesday, March 7th, 2023
Pixalate Releases H2 2022 Global Connected TV (CTV) Ad Supply Chain Trends Report: Open Programmatic Ad Spend Rises 41% YoY
- Report reveals almost all (98%) of internet-connected U.S. households are now reachable via open programmatic CTV advertising; Roku remains dominant device type with 50% open programmatic CTV ad market share
LONDON — Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the H2 2022 Global Connected TV (CTV) Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic CTV advertising through the second half of 2022.
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.
Global CTV advertising continues to climb higher
- 98% of internet-connected U.S. households are now reachable via open programmatic CTV advertising.
- 41% YoY increase in global open programmatic CTV ad spend
- EMEA saw 380% YoY growth
Ad fraud in the open programmatic CTV ad ecosystem decreased slightly from H1 2022
- IVT – inclusive of ad fraud – in the open programmatic CTV ad supply chain dipped below 20% in H2 2022.
- This reverses a trend dating back to 2020 in which H2 IVT numbers were higher than H1 numbers.
Roku devices dominate the programmatic ad market; LG continues market share gains
- 50% of open programmatic ad spend in CTV went to Roku devices in Q4 2022.
- LG market share climbed to 5% – moving LG up 181% YoY.
- Sony and Google Chromecast appear to be losing market share to China-based XMQ (Shiningworth) and Xiaomi.
What’s inside the report:
Pixalate’s H2 2022 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