2026年第一季度全球联网电视（CTV）广告供应链趋势报告

GLOBAL CONNECTEDTV (CTV) AD SUPPLY Q1 2026 An analysis of the state of open programmatic CTVadvertising, including ad spend trends, ad fraud risk TABLE OF CONTENTS SCOPE: Pixalate’s data science team analyzed programmatic advertisingactivity across over 210K Connected TV (“CTV”) apps and 19B Key Stats and Trends ……………..…..………..4Global Ad Spend Trends …………….………..5 - 6Ad Fraud Trends ………………………….………..7 - 14Device Market Share …………………..….…….15 - 19Top Bundle IDs …………………….….……...…….20 - 21App Counts by Store .………………....….…….22 - 23Unmapped Bundle IDs …………..…………….24 - 30Top Categories by Ad SOV % …………...…31 - 35 Pixalateis sharing this data not to impugn the standing orreputation of any person, entity or app, but instead, to render REPORT AUTHORS $6.2Bin estimated globalopen programmatic CTV ad spendwas recorded in Q1 2026, reflecting a24% year-over-year increase,inclusive of invalid traffic (IVT). 24.9%of global open programmatic CTV traffic in Q1 2026 wasidentified as ad fraud (IVT),compared to LATAM (44.4%), EMEA (52.4%), and APAC (58.2%). Pluto TV (Bundle ID: 751712884)by Pluto.tv saw thehighest volume of non-IVT openprogrammatic ad impressionson Apple TV. 116Kapps arelisted on Amazon Fire TVglobally, including 18K that have app-ads.txt files. This ismore than Roku (53K, 13K), Apple TV (26K, 3K), LG TV (7K, 2K), and Samsung Smart TV (6K, 1K). 67%of global Amazon Fire TV ad traffic went to apps in the‘Movies & TV’category, while 16% wentto ‘Sports’ apps and 13% to ‘News & Weather’ apps. $6.2B Estimated globalprogrammatic CTV ad spendthat wasrecorded in Q1 2026, a 24% YoY increase, according to Pixalate. Ad Fraud 24.9% of global programmatic CTV traffic in Q1 2026 wasidentified as ad fraud (IVT), according to Pixalate. Invalid traffic (“IVT”) share of voice across Amazon Fire TV CTV traffic; global; March 2026; as measured by Pixalate Ad Fraud Profile: Leading IVT Types Across Samsung Smart TV Traffic Invalid traffic (“IVT”) share of voice across Samsung Smart TV CTV traffic; global;March 2026; as measured by Pixalate Invalid traffic (“IVT”) share of voice across LG Smart TV CTV traffic; global; March 2026; as measured by Pixalate Roku Roku devices had a36% market share in North Americain Q1 2026, most among leading device manufacturers, NORTH AMERICA: Top 10 CTV Devices by Share of Voice (%)Based on open programmatic advertising traffic in North America; Q1 2026; as measured by Pixalate. LATAM: Top 10 CTV Devices by Share of Voice (%)Based on open programmatic advertising traffic in LATAM; Q1 2026; as measured by Pixalate. EMEA: Top 10 CTV Devices by Share of Voice (%) Based on open programmatic advertising traffic in EMEA; Q1 2026; as measured by Pixalate. APAC: Top 10 CTV Devices by Share of Voice (%)Based on open programmatic advertising traffic in APAC; Q1 2026; as measured by Pixalate. Pluto TV Pluto TV (Bundle ID: 751712884) by Pluto.tv saw thehighest volume of non-IVT open programmatic adimpressionson Apple TV, as measured by Pixalate. # of appslisted on Amazon Fire TVglobally, including18K that have app-ads.txt files, according to Pixalate. % of global programmatic advertising traffic onRoku apps thatfailed to utilize official App Store IDsin Q1 2026, according to Pixalate. Roku: 22% of Ad Traffic Directed to Improperly Amazon Fire TV: 18% of Ad Traffic Directed to Improperly Amazon Fire TV global open programmatic advertising impressions, March 2026, as measured by Pixalate. Apple TV: 12% of Ad Traffic Directed to Improperly Samsung Smart TV: 8% of Ad Traffic Directed toImproperly Formatted Bundle IDs Samsung Smart TV global open programmatic advertising impressions, March 2026, as measured byPixalate. LG: 32% of Ad Traffic Directed to Improperly Fraudulent CTV Bundle IDs With the Highest Volume of Ad Traffic Fraudulent CTV bundle IDs ranked by traffic volume; March 2026, as measured by Pixalate in the Ad Fraud Indicators of Compromise Database ‘Movies & TV’ 67% of global open programmatic Amazon Fire TVad trafficgoes to apps in the ‘Movies & TV’ category,according to Pixalate. GLOBAL: Top 5 Amazon Fire TV App Categories (Ad SOV %) March 2026; based on open programmatic ad SOV % (impressions, IVT included), according to Pixalate. GLOBAL: Top 5 Apple TV App Categories (Ad SOV %) March 2026; based on open programmatic ad SOV % (impressions, IVT included), according to Pixalate. ADDITIONAL INSIGHTS RELATED PIXALATE REPORTS MFA Benchmarks - Web, Mobile, and CTV Most Popular CTV FAST Apps Analyzing global open programmatic advertising traffic on MFAweb domains, mobile apps, and Connected TV (CTV) apps. The most popular Free Ad-Supported Television Apps based onprogrammatic ad volume. → Discoverthe Most Popular vMVPD Apps Invalid Traffic (IVT) & Ad Fraud Benchmarks ReviewingIVT rates across websites,mobile apps,andConnected TV (CTV) apps, offering insights into the quality and Themost popular Virtual Multichannel Video ProgrammingDistributor apps b