November 10, 2023
Adv Tele gen 1 VVVV
Pixalate, a privacy and ad fraud compliance platform, has released its Q3 Global CTV Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic Connected TV (CTV) advertising from July through September 2023.
The report reveals that Roku had an estimated 51 % global CTV device market share in Q3 2023, its strongest quarter since Q1 2020. Due to a -20 % year-to-date market share decline, Samsung devices had their lowest market share since Q3 2019.
Further key takeaways:
- Global open programmatic CTV advertising spend eclipsed USD 5.3 billion (EUR 4.9 bn) in Q3 2023 – up +47 % since Q3 2021
- There was a 15 % invalid traffic (IVT) rate in global open programmatic CTV in Q3 2023, the lowest mark in over two years
- There was a +39 % year-to-date market share increase for Apple tvOS amongst CTV operating systems; Tizen (17 %) took second place in OS market share, followed by Android (15 %)
- Hulu was the top grossing CTV app for open programmatic advertising across Roku, Fire TV, and Samsung in North America in Q3 2023
CTV Ad spending gen 2 VVVV
Pixalate, a privacy and ad fraud compliance platform, has released its Q3 Global CTV Ad Supply Chain Trends Report, a comprehensive analysis of the state of open programmatic Connected TV (CTV) advertising from July through September 2023.
The report reveals that Roku had an estimated 51 % global CTV device market share in Q3 2023, its strongest quarter since Q1 2020. Due to a -20 % year-to-date market share decline, Samsung devices had their lowest market share since Q3 2019.
Further key takeaways:
- Global open programmatic CTV advertising spend eclipsed USD 5.3 billion (EUR 4.9 bn) in Q3 2023 – up +47 % since Q3 2021
- There was a 15 % invalid traffic (IVT) rate in global open programmatic CTV in Q3 2023, the lowest mark in over two years
- There was a +39 % year-to-date market share increase for Apple tvOS amongst CTV operating systems; Tizen (17 %) took second place in OS market share, followed by Android (15 %)
- Hulu was the top grossing CTV app for open programmatic advertising across Roku, Fire TV, and Samsung in North America in Q3 2023
