Pixalate Releases Q1 2024 Global Connected TV (CTV) Bundle ID Mapping Reports for Roku, Amazon Fire TV, Apple TV, Samsung Smart TV: 4 Sling TV App Store IDs Map to 1,869 Bundle IDs Across the Open Programmatic Ad Supply Chain

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Four (4) Fubo app store IDs map to 219 Bundle IDs across the CTV open programmatic ad supply chain; 9% of global open programmatic ad spend on Roku CTV apps in Q1 2024 went to apps that are referred to by 10+ Bundle, according to Pixalate’s research

LONDON, June 07, 2024 (GLOBE NEWSWIRE) — Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2024 CTV Bundle ID Mapping Reports for Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV.

Pixalate’s data science team analyzed programmatic advertising activity across over 94k Connected TV (CTV) apps and nearly 6 billion global open programmatic ad transactions in Q1 2024 on Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV devices in Q1 2024 to compile this research.

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In CTV advertising, programmatic advertisers use “Bundle IDs” to identify specific CTV apps. A lack of standardization around the syntax of Bundle IDs has led to confusion around targeting and measurement, creating a vulnerability ad fraudsters can exploit. 

Key Findings in Pixalate’s Q1 2024 CTV Bundle ID Mapping Report 

Roku:

  • Estimated Open Programmatic Ad Spend: 91% goes to apps with multiple bundle IDs
  • App Bundle IDs: 35% of apps are referred to by multiple bundle IDs

Amazon Fire TV:

  • Estimated Open Programmatic Ad Spend: 80% goes to apps with multiple bundle IDs
  • App Bundle IDs: 41% of apps are referred to by multiple bundle IDs

Samsung Smart TV:

  • Estimated Open Programmatic Ad Spend: 90% goes to apps with multiple bundle IDs
  • App Bundle IDs: 28% of apps are referred to by multiple bundle IDs

Apple TV:

  • Estimated Open Programmatic Ad Spend: 91% goes to apps with multiple bundle ID.
  • App Bundle IDs: 40% of apps are referred to by multiple bundle IDs

Roku Apps Referred to by the Most Bundle IDs in Q1 2024

  1. Sling TV – Live Sports, News, Shows + Freestream – 574
  2. Fubo: Watch Live TV & Sports – 167 
  3. Xumo Play – 40 
  4. DIRECTV – 28 
  5. AMC – 24

Apple TV Apps Referred to by the Most Bundle IDs in Q1 2024

  1. Sling: Live TV, Sports & News – 378 
  2. Xumo Play: Stream TV & Movies – 21 
  3. Pluto TV: Watch & Stream Live – 14 
  4. Fubo: Watch Live TV & Sports – 8 
  5. AMC: Stream TV Shows & Movies – 7

Amazon Fire TV Apps Referred to by the Most Bundle IDs in Q1 2024

  1. Sling TV: Live Sports, News, Shows + Freestream – 444
  2. Xumo Play – 27
  3. Pluto TV – It’s Free TV – 19 
  4. Fubo: Watch Live TV & Sports, Shows, Movies & News – 19 
  5. DISH Anywhere – 19 

Samsung Smart TV Apps Referred to by the Most Bundle IDs in Q1 2024

  1. Sling TV – 473 
  2. SAMSUNG TV PLUS – 289 
  3. Fubo: Watch Live TV & Sports – 25 
  4. Pluto TV – 21 
  5. Xumo Play – 19 

Pixalate’s Bundle ID to App Store ID mapping APIs can help by consistently handling Bundle IDs, ensuring accurate tracking, measurement, and reporting.

Additionally, the IAB Tech Lab has issued guidelines for the use of app IDs, and OpenRTB 2.6 has offered support and information for Channel and Network Objects to avoid overloading the Bundle ID field. 

Download Pixalate’s CTV Bundle ID Mapping Reports

About Pixalate
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). www.pixalate.com 
Disclaimer
The content of this press release, and the Q4 2024 CTV Bundle ID Mapping Reports (the “Reports”), reflect Pixalate’s opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Report are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends in the time period studied. 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. Also, per the 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.”

CONTACT: Nina Talcott Pixalate Inc. [email protected] 

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