Pixalate releases Q2 2023 CTV ad supply chain trends report

Thursday, September 7th, 2023 
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Pixalate Releases Q2 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report: Ad Spend Tops $8.4 Billion So Far in 2023

  • 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.

LONDON — 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 2023
    • This is down 4% compared to the same period in 2022
  • The 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 2023
    • Up 2% YoY
  • Samsung saw its market share rise to 20%, up 23% YoY
    • This marks the first time a second company (in addition to Roku) has topped 20% global CTV device market share
  • Amazon 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 2023
    • Down from 21% in Q1 2023
  • This was the lowest quarter since Q3 2022 (also 17%)

What’s inside the report:

Pixalate’s Q2 2023 Global Connected TV (CTV) Ad Supply Chain Trends Report includes:

  • CTV ad spend trends by global region
  • CTV device trends
  • Roku Channel Store, Samsung Smart TV, and Amazon Fire TV Channel Store Insights
  • CTV operating system trends
More: Report download page

Links: Pixalate