This blog post examines the share of voice of programmatic advertising based on OTT/CTV device type, such as Roku, Apple TV, Amazon Fire, etc.
49% of all programmatic OTT/CTV ads go to Roku devices
Roku on top: 49% of all programmatic OTT/CTV ads went to Roku devices in Q3 2020, according to Pixalate's data
Amazon in second: Amazon Fire TV devices accounted for 9% of all programmatic OTT/CTV ads, the second-largest market share in Q3 2020
Samsung, Apple, Vizio round out top5: Samsung (6%), Apple (5%), and Vizio (4%) devices received roughly 5% of programmatic OTT/CTV ads in Q3 2020
Apple devices gain 175% market share in 2020
According to Pixalate's data, between Q1 and Q3 2020, no OTT/CTV device type gained a larger share of programmatic OTT/CTV advertising than Apple devices, which increased their market share by 175% in that time.
Vizio (+57%) and Samsung (+55%) were the other device types that saw large programmatic ad market share rises in 2020.
The content of this blog post, and the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of open auction programmatic traffic sources. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees.
Disclaimer: The content of this blog reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
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.”