Pixalate's Q2 2024 Fraudulent CTV Bundle IDs Report
Pixalate's Insights on CTV Fraud in Q2 2024
Pixalate, a leader in ad fraud protection, privacy, and compliance analytics, has released its latest report on the state of malformed and fraudulent bundle IDs within the Connected TV (CTV) advertising landscape. The report outlines that approximately $137 million in estimated CTV open programmatic ad spending is at risk due to these non-standard practices.
Overview of Malformed Bundle IDs
The terminology surrounding 'malformed' bundle IDs refers to app identifiers used in ad bids that do not correlate or map to any known applications. According to Pixalate's Bundle ID mapping technology, these malformed identifiers disrupt effective ad targeting and campaign performance while facilitating ad fraud opportunities. In June 2024, Pixalate's data science team analyzed over 2 billion open programmatic advertising impressions derived from more than 27,000 CTV Bundle IDs that are associated with over 5,000 unique CTV apps across the leading platforms.
Key Findings from the Report
The report highlights several alarming statistics across different CTV platforms:
- Roku: 25% of bundle IDs analyzed were found to be malformed or fraudulent, identifying a concerning lack of compliance with recommended app identification practices. Only 41% of the bundle IDs used on Roku adhered to the IAB Tech Lab's App Store ID usage guidelines.
- Amazon Fire TV: A staggering 58% of bundle IDs were deemed malformed or fraudulent. Shockingly, just 30% of IDs were compliant with the recommended practices for app identification.
- Apple TV: The situation is similarly troubling, with 48% of bundle IDs classified as malformed or fraudulent. Only 35% of these IDs utilized App Store IDs as per IAB Tech Lab recommendations.
- Samsung Smart TV: Of the bundle IDs examined, 60% fell into the malformed or fraudulent category, with just 19% using the recommended App Store IDs.
Top Malformed and Fraudulent Bundle IDs
A list compiled by Pixalate details the top malformed and fraudulent bundle IDs by impression volume, with significant mentions across various CTV platforms. Understanding which bundle IDs are problematic is crucial for advertisers and stakeholders aiming to mitigate the risk associated with these IDs.
Recommendations for Advertisers
Pixalate encourages advertisers to remain vigilant and ensure that they are utilizing proper bundle IDs. Implementing best practices for app identification will not only improve ad targeting effectiveness but will also reduce the risk of ad fraud, ultimately safeguarding investment in CTV advertising.
Conclusion and Future Outlook
Ad fraud remains a persistent issue within the CTV sector, with significant financial implications demonstrated by the highlighted $137 million at risk. By following industry guidelines and employing robust analytics, businesses can enhance the integrity of their advertising strategies. As the CTV landscape continues to evolve, ongoing monitoring and assessment of bundle IDs will be imperative for future success.
Frequently Asked Questions
What does Pixalate's report reveal about CTV advertising fraud?
The report highlights that $137 million in CTV ad spend is at risk due to malformed and fraudulent bundle IDs, emphasizing the need for effective ad identification practices.
How many CTV Bundle IDs did Pixalate analyze in June 2024?
Pixalate analyzed over 2 billion open programmatic advertising impressions from more than 27,000 CTV Bundle IDs linked to over 5,000 unique CTV apps.
What percentage of bundle IDs on Roku were found to be fraudulent?
Approximately 25% of the analyzed bundle IDs on Roku were classified as malformed or fraudulent.
Why is proper bundle ID usage important in CTV advertising?
Proper bundle ID usage is crucial for effective ad targeting, campaign measurement, and to mitigate the risk of ad fraud.
What can advertisers do to combat ad fraud in CTV?
Advertisers are encouraged to adhere to industry standards for app identification, utilizing tools and analytics to ensure compliance and reduce fraud risks.
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