Pixalate Releases H1 2023 EMEA Connected TV (CTV) Ad Supply Chain Report: 58% YoY Decline in Open Programmatic CTV Ad Spend


Samsung (34%), Roku (21%) and LG (14%) have a combined 70% device market share  

LONDON, Sept. 26, 2023 /PRNewswire/ — Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the H1 2023 EMEA Connected TV (CTV) Ad Supply Chain Report, a comprehensive analysis on the state of open programmatic CTV advertising through the first half of 2023 in the EMEA region (EU25, UK, Switzerland, Middle East, and Africa).

Pixalate is an ad fraud intelligence and marketing compliance platform with solutions across display, mobile app, video, and OTT/CTV.


Pixalate’s Connected TV (CTV) Ad Supply Chain Trends Report- EMEA 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

EMEA CTV Ad Supply Chain Insights

All takeaways are based on Pixalate’s data and estimates.

  • 58% year-over-year decline in open programmatic CTV ad spend in the EMEA region (Q123 vs. Q122)
  • 24% higher rate of ad fraud for CTV in EMEA versus the global average
  • Magnite captures 41% of the EMEA SSP market for Samsung Smart TV apps
  • Samsung holds 34% of the EMEA CTV device market share – followed by Roku (21%) and LG (14%)
  • Roku earns the highest grade for open programmatic ad quality

Download a free copy of the report here: Connected TV (CTV) Ad Supply Chain Trends Report: EMEA.

About Pixalate

Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com


The content of this press release, and the Global Connected TV (CTV) Ad Supply Chain Trends Report (the “Report”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity across CTV apps in the time period studied. Pixalate does not independently verify third-party information. Per the Media Rating Council (MRC), “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” Certain IVT is also sometimes referred to as “ad fraud.” Per the MRC, “‘Fraud’ is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.”

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