Pixalate has released its Q1’23 global connected TV (CTV) ad supply chain trends report, an analysis of the state of open programmatic CTV advertising
Global Connected TV (CTV) advertising saw a considerable upswing in Q1’23, with an estimated expenditure of $3.2 billion on open programmatic CTV ads worldwide, according to new industry data. There was a particular boost in the APAC region, which experienced a 15% year-on-year growth in CTV ad spend. Furthermore, the US market also saw a significant rise, with a coverage expansion from 92% of internet-connected households in Q1’22 to 98% in Q1’23 through open programmatic CTV advertising.
Among the CTV devices, Roku maintained its stronghold, with 46% of the open programmatic ad spend directed towards it in Q1’23. However, Samsung, Amazon, and LG showed promising growth in market share. Samsung, with its Smart TVs, saw a 23% YoY increase, raising its stake to 19%. Amazon Fire TV also made notable strides, with a 44% YoY growth rate, now holding 9% of the market share. Amid these advancements, the industry did face some challenges. Invalid traffic (IVT), inclusive of ad fraud, in the open programmatic CTV ad supply chain increased above 20%, seeing a rise from the 18% rates in the second half of 2022.
