Pixalate has recently released its Q2’23 CTV Bundle ID Mapping Reports. The study, based on billions of open programmatic CTV ad transactions, sheds light on the scale of variations in CTV Bundle IDs, which continue to pose challenges for the industry.
Bundle IDs are strings of characters used by advertisers and ad platforms to identify specific apps on CTV platforms like Samsung Smart TV, Amazon Fire TV, and Roku. However, the lack of standardization around the syntax of Bundle IDs has led to confusion in targeting and measurement, leaving the programmatic ad supply chain vulnerable to exploitation by ad fraudsters.
Key Findings from Pixalate’s Q2 2023 CTV Bundle ID Mapping Report:
- Samsung Smart TV Apps: 83% of open programmatic ad spend on Samsung Smart TV apps goes to apps referred to by 2+ Bundle IDs.
- Amazon Fire TV Apps: Apps referred to by 2+ Bundle IDs on Amazon Fire TV have slightly decreased to 37% (from 38% in Q1 2023).
- Roku CTV Apps: 88% of open programmatic ad spend on Roku CTV apps goes to apps referred to by 2+ Bundle IDs, showing a slight increase from 86% in Q1 2023.
- Overall CTV Platforms: 83% of ad spend on all three CTV platforms is allocated to apps with 2+ Bundle IDs. Notably, apps with 10+ Bundle IDs accounted for 41% of Roku ad spend.
To combat this crisis, Pixalate’s Bundle ID to App store ID mapping APIs offer a promising solution. By consistently handling Bundle IDs, these APIs ensure accurate tracking, measurement, and reporting in the CTV ecosystem. Additionally, the IAB Tech Lab has issued guidelines for the use of app IDs, and OpenRTB 2.6 has provided support for Channel and Network Objects information to prevent overloading the Bundle ID field. Embracing these proactive measures can help safeguard the industry and enhance transparency in CTV advertising.
As the CTV landscape continues to evolve, addressing the Bundle ID crisis is essential for maintaining a secure and efficient programmatic ad supply chain. By leveraging reliable solutions and industry-standard guidelines, technology leaders and management can ensure optimal performance and reduce the risk of fraudulent activities in the CTV ecosystem.
