Pixalate Releases H1 2022 Global Connected TV (CTV) Ad Supply Chain Trends Report

by ExchangeWire PressBox on 29th Sep 2022 in News

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for connected TV (CTV) and mobile advertising, released the H1 2022 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 2022.

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.

Key Findings:

Global CTV advertising climbs higher

94% of US households reachable via open programmatic CTV ads, up from 86% in 2021
31% YoY increase in global open programmatic CTV ad spend, 4X growth in 3 years

Ad fraud in the open programmatic CTV ad ecosystem increased YoY

CTV ad fraud was ~20% in H1 2022, up from ~15% in H1 2021

Roku devices dominate the programmatic ad market; LG gains significant market share amongst CTV devices

44% of open programmatic ad spend in CTV went to Roku devices
237% YoY open programmatic ad market share increase for LG devices

North America slightly outpaces the global average for CTV ad spend; EMEA & LATAM see exponential growth YoY

32% growth YoY reported for North America, slightly above 31% global average
EMEA saw 816% YoY growth, and LATAM accomplishes 318% YoY growth in open programmatic ad spend