Pixalate Releases Q4 2024 United Kingdom Connected TV (CTV) Ad Supply Chain Trends Report: Samsung Smart TV Leads in Device Market Share (30%); Ad Fraud (IVT) Rate Hits 16%

According to Pixalate’s research, ‘GB News’ was the top-grossing CTV app in December on Amazon Fire TV with $44K in estimated open programmatic ad revenue; Sovrn was the largest SSP on Roku devices with a 55% market share

/EIN News/ -- London, March 26, 2025 (GLOBE NEWSWIRE) -- Pixalate, a leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Q4 2024 United Kingdom Connected TV (CTV) Ad Supply Chain Trends Report. Pixalate has also released the United States, Canada, Mexico, and Global versions of this report.

The reports include CTV ad spend trends globally and in key global economies across Roku, Samsung Smart TV, Amazon Fire TV, and Apple TV. The comprehensive reports overview the programmatic ad supply chain by examining sell-side platform (SSP) market share, top-grossing CTV apps, CTV device market share trends, and invalid traffic trends (IVT, including ad fraud).

Q4 2024 UK CTV Ad Supply Chain Trends Report Key Findings

Global CTV Ad Spend

• Global Open Programmatic CTV Ad Spend: Estimated at $7.6 billion in Q4 2024, up 10% year-over-year (YoY)
  
  

CTV Ad Fraud (IVT rate):

• CTV Invalid Traffic (including Ad Fraud) Rate: The IVT rate for open programmatic CTV traffic stands at 16%, well below the global average of 24%, according to Pixalate’s data
  
  

CTV Top Grossing CTV Apps:

• ‘GB News’ generated an estimated $44K in open programmatic ad revenue on Amazon Fire TV, ‘Samsung TV Plus’ led on Samsung Smart TV ($30K), on Roku, ‘The First TV’ was No. 1, generating $20k, and ‘Rakuten TV’ led on Apple TV ($2K)
  
  

CTV SSP (Sell-Side Platform) Market Share:

• Sovrn led the market share with a 55% Share of Voice (SOV) on Roku and 18% for Amazon Fire TV; Verve topped Samsung Smart TV with 14% SOV
  
  

CTV Device Market Share:

• Samsung Smart TV had the highest CTV device market share at 30%, followed by Roku (20%), and Amazon Fire TV (17%)
  
  

Pixalate’s data science team analyzed programmatic advertising activity across over 100 thousand Connected TV (CTV) apps and over 12 billion global open programmatic ad transactions in Q4 2024 to compile the research in this series.

Download the Q4 2024 CTV Ad Supply Chain Trends Reports

• Global
• United States
• Canada
• United Kingdom
• Mexico
  
  

About Pixalate

Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate 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 accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com

Disclaimer
The content of this press release, and the Q4 2024 United KingdomConnected TV (CTV) Ad Supply Chain Trends Report (the ‘Report’), reflects 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."

Nina Talcott
                    ntalcott@pixalate.com