41% YoY increase in global open programmatic CTV ad spend: Study

 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.

Key Findings: 

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