CONNECTED TV (CTV)

AD SUPPLY TRENDS REPORT: 2020

- The state of programmatic CTV advertising

- Programmatic CTV ad trends by regions around the world
- Ad fraud (“IVT”) in programmatic CTV advertising
- Trends in the Roku and Amazon Fire TV app stores
TABLE OF CONTENTS
TABLE OF CONTENTS
Key stats & industry voices………………….……...... 3-4
State of the marketplace.…….…………………....….. 5-8
Ad spend by region.…………...…..…………..……..... 9-13
CTV device trends….……………….…...….…...…..... 14-16
App store insights.…………….….………..…....…..... 17-22
Top CTV apps….…...………….…...…...…….……..... 23-25
Top CTV OSs….……………….………....….………..... 26-28
Top CTV SSPs….………………..….………………....... 29-30
Glossary, methodology, disclaimer….....…..…... 31-33
2020: THE YEAR OF CONNECTED TV
Connected TV/OTT (“CTV”) advertising is on the rise.
According to eMarketer, U.S. programmatic video CTV ad
spend will rise 54% in 2021, to $6.7 billion. Pixalate’s complete
2020 CTV Ad Supply Chain Report brings you up to speed on
everything that happened in “the year of CTV.”
Pixalate believes the data in this report is reflective of
programmatic ad activity across CTV apps during the time
period studied. This reporting is not intended to impugn the
standing or reputation of any person, entity or app.
Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 2
2020 CTV AD SUPPLY TRENDS: GLOBAL AD SPEND UP 2.2X
As measured by Pixalate

increase in global programmatic of U.S. households are reachable via

2.2x CTV ad spend in 2020 78% programmatic CTV advertising

rise in programmatic CTV ad

46% of programmatic CTV ads went to
Roku devices in Q420 4.8x market share for Apple devices
(Q120 to Q420)

rise in # of Roku CTV apps that

ad fraud % (invalid traffic, ‘IVT’) for
24% programmatic CTV ads in Q420 47% support programmatic advertising
(Q120 to Q420)

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 3

 “ The Connected TV space has experienced
explosive growth with more rapid consumer
adoption, increased ad spend, and incredible
acceleration worldwide in key regions such as
LATAM. There’s never been a more exciting time
for leadership, innovation and opportunity in one

”
of the industry’s most significant markets.

Colin Petrie-Norris, CEO, Xumo

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 4

1: CTV TRENDS
THE STATE OF THE AD MARKETPLACE

78% of U.S. households are now reachable

via programmatic CTV advertising
 78% OF U.S. HHs REACHABLE VIA PROGRAMMATIC CTV
Estimated % of U.S. households reachable by programmatic CTV advertising; as measured by Pixalate

78%
of U.S. households
are now reachable
via programmatic
CTV advertising

This is a rise of 56%

year-over-year

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 6
 GLOBAL PROGRAMMATIC CTV AD SPEND UP 2.2X IN 2020
Programmatic ad sales proxied for ad spend, as measured by Pixalate

122%
increase in global
programmatic CTV
ad spend in 2020
(Q120 to Q420)

The market also rose

97% YoY (Q419 vs.
Q420)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 7
 CTV AD FRAUD (IVT) CLIMBS TO 24% IN Q420
Ad fraud rates (invalid traffic, “IVT”) by quarter in programmatic CTV; global; as measured by Pixalate

24%
invalid traffic (“IVT”)
rate in
programmatic CTV
advertising in Q420

IVT rates were

between 19% - 24%
all year

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 8
 2: CTV WORLDWIDE
REGIONAL AD SPEND TRENDS

123% growth in programmatic CTV ad spend

in North America in 2020
 NA: PROGRAMMATIC CTV AD SPEND RISES 123% IN 2020
Programmatic ad sales proxied for ad spend, as measured by Pixalate

123%
increase in NA
programmatic CTV
ad spend in 2020
(Q120 to Q420)

NA market up 98%
YoY (Q419 vs. Q420)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 10
 EMEA: PROGRAMMATIC CTV EXPLODES IN Q420
Programmatic ad sales proxied for ad spend, as measured by Pixalate

56%
rise in EMEA
programmatic CTV
ad spend in 2020
(Q120 to Q420)

EMEA market saw

explosive growth in
Q420 and ended up
rising 73% YoY
(Q419 vs. Q420)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 11
 APAC: PROGRAMMATIC CTV AD SPEND UP 2X IN 2020
Programmatic ad sales proxied for ad spend, as measured by Pixalate

106%
increase in APAC
programmatic CTV
ad spend in 2020
(Q120 to Q420)

The APAC market

was up 68% YoY as
well (Q419 vs. Q420)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 12
 LATAM: PROGRAMMATIC CTV AD SPEND RISES 4.2X
Programmatic ad sales proxied for ad spend, as measured by Pixalate

317%
increase in LATAM
programmatic CTV
ad spend in 2020
(Q120 to Q420)

LATAM market
exploded in H2,
going up 268% YoY
(Q419 vs. Q420)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 13
3: CTV DEVICES
AD SPEND TRENDS BY DEVICE TYPE

46% programmatic CTV ad market share for

Roku devices in Q420
 46% OF PROGRAMMATIC CTV ADS GO TO ROKU DEVICES
Share of voice of programmatic ads sold by device type; global; Q420; as measured by Pixalate

46%
of programmatic
CTV ads went to
Roku devices in
Q420

Samsung, Apple,
Amazon all vying for
the #2 spot at ~10%
market share

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 15
 APPLE’S CTV AD MARKET SHARE RISES 379% IN 2020
% change in SOV of programmatic CTV ads sold from Q1-Q420 by device type; global; as measured by Pixalate

379%
programmatic CTV
ad market share
increase for Apple
devices in 2020

Smart TV makers
Samsung and Vizio
also saw big jumps

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 16
4: CTV APP STORES
TRENDS FROM LEADING APP STORES

47% increase in # of Roku CTV apps that

support programmatic advertising in 2020
 TOTAL CTV APPS W/ PROGRAMMATIC ADS UP 11% IN 2020
# of CTV apps w/ programmatic advertising; global; indexed against Q120; as measured by Pixalate

11%
increase in CTV
apps that support
programmatic
advertising in 2020

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 18
 TOTAL APPS IN ROKU STORE UP 25% IN 2020
# of apps in Roku Channel Store; global; indexed against Q120; as measured by Pixalate

25%
rise in # of apps in
the Roku Channel
Store in 2020

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 19
 # OF PROGRAMMATIC-SUPPORTED ROKU APPS LEAPS 47%
# of apps in Roku Channel Store w/ programmatic ads; global; indexed against Q120; as measured by Pixalate

47%
rise in # of Roku
apps that support
programmatic
advertising in 2020
(Q1 to Q4 2020)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 20
 TOTAL APPS IN AMAZON FIRE TV STORE UP 22% IN 2020
# of apps in the Amazon Fire TV channel store; global; indexed against Q120; as measured by Pixalate

22%
rise in # of apps in
the Amazon Fire TV
Channel Store in
2020

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 21
 # OF PROGRAMMATIC-SUPPORTED FIRE TV APPS RISES 13%
# of apps in Amazon Fire TV channel store w/ programmatic ads; global; indexed against Q120; as measured by Pixalate

13%
increase in # of
Amazon Fire TV
apps that support
programmatic
advertising in 2020
(Q1 to Q4 2020)

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 22
5: CTV APPS
TOP CTV APPS BASED ON AD SPEND

3 Fox-branded channels entered the top

10 on Amazon Fire TV in Q4 2020
HULU, SLING TV THE TOP 2 ROKU APPS IN Q4 2020
Top 10 Roku apps based on Q420 programmatic ads sold; global; as measured by Pixalate

1 Hulu
Hulu LLC 849,381 ratings 6 Philo
Philo 41,063 ratings

2 Sling TV
Sling TV LLC 390,576 ratings 7 fuboTV
fuboTV 25,685 ratings

3 Pluto TV
Pluto Inc. 155,076 ratings 8 NewsON
NewsON 35,312 ratings

4 Tubi
Tubi, Inc 173,275 ratings 9 HappyKids.tv
Future Today Inc. 53,558 ratings

5 FilmRise
FilmRise 52,062 ratings 10 Newsy
Newsy 32,480 ratings

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 24

SLING TV, TUBI THE TOP 2 FIRE TV APPS IN Q4 2020
Top 10 Amazon Fire TV apps based on Q420 programmatic ads sold; global; as measured by Pixalate

1 Sling TV
Sling TV LLC 76,783 ratings 6 FilmRise
Future Today Inc 19,852 ratings

2 Tubi
Tubi, Inc 384,096 ratings 7 Fox Sports Go
Sinclair Digital 19,723 ratings

3 Pluto TV
Pluto TV 389,844 ratings 8 Philo
PHILO 108,787 ratings

4 Fawesome
Future Today Inc 20,013 ratings 9 FOX NOW
FOX Broadcasting Company 73,501 ratings

5 Crackle
Crackle 13,829 ratings 10 Fox News
Fox News Channel 78,200 ratings

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 25

6: OPERATING SYSTEMS
AD SPEND TRENDS BY OS

10% market share for Tizen operating

system on CTV devices
 TIZEN, ANDROID, tvOS, LINUX TUSSLE FOR #2 SPOT
Share of voice of programmatic ads sold by operating system; global; Q420; as measured by Pixalate

10%
market share for
the Tizen operating
system, which
powers Samsung

Tizen, Android, tvOS,

and Linux, all vying
for the #2 spot at
~10% market share

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 27
 tvOS, TIZEN OPERATING SYSTEMS SEE BIG GAINS IN 2020
% change in SOV of programmatic CTV ads sold from Q1-Q420 by operating system; global; as measured by Pixalate

186%
increase in market
share for Tizen OS
in 2020

tvOS (Apple) saw the

biggest gains, at
367% market share
increase

CTV AD SUPPLY TRENDS REPORT (Q4 2020) | © 2021 PIXALATE, INC. | PIXALATE.COM 28
6: SUPPLY CHAIN INTEL
THE TOP SSPs IN PROGRAMMATIC CTV

12 leading SSPs based on programmatic

CTV ad sales in 2020
TOP 12 SSPs FOR PROGRAMMATIC CTV SUPPLY IN 2020
Top supply-side platforms (SSPs) based on programmatic CTV ads sold in alphabetical order; global; 2020; as measured by Pixalate

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 30

GLOSSARY
Ad market share / share of voice (SOV): Based the proportion of sold
programmatic ads that go to a certain device, operating system,
category, etc. For example, if Device X received 20 of 100 total ads one
quarter, its market share would be 20%. If Device X then received 36 of
120 total ads the next quarter, its market share would have increased
by 50% (from 20% to 30%).
Ad spend: In the context of this report, programmatic ads sold, as
measured by Pixalate, are used as a proxy for ad spend.
App ratings: Based on each app’s consumer ratings published on the
official app stores.
Apps: An app is also sometimes called a “channel” when discussing
CTV advertising. This report uses the term “app” for consistency. “Apps
with programmatic ads” are based off app Bundle IDs in the ecosystem
across all CTV app stores.
Connected TV/OTT: Also referred to as “CTV” in this report. Pixalate
defines CTV based on the device being used by the end-user.
Examples of CTV devices include Apple TV, Roku, Chromecast,
Amazon Fire TV, Smart TVs, and gaming platforms.
Household adoption: The estimated percentage of U.S. households
reachable via programmatic CTV advertising, using the total number of
U.S.-based IP addresses as a baseline and removing invalid traffic (IVT),
as measured by Pixalate.
Invalid traffic (IVT): Per the Media Rating Council (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.” IVT is also sometimes referred to as “ad
fraud.” 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.”
Programmatic CTV: The report examines global programmatic
advertising activity across CTV devices. Pixalate’s datasets consist
predominantly of open auction programmatic traffic sources.
Top/trending apps//SSPs: The terms ‘top’ or ‘trending’ refer solely to
programmatic ad market share, as measured by Pixalate (see
Methodology for more on Pixalate’s datasets).
Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 31
METHODOLOGY
In the context of this report, “top apps” or “top SSPs” refers
Pixalate’s data science team analyzed programmatic advertising
solely to an app’s or supply-side platform’s (SSP) market share of
activity across over 300 million Connected TV/OTT (“CTV”)
programmatic advertisements sold in a given time period, as
devices to compile this research. The research contained herein
measured by Pixalate. The list of top SSPs is based on
represents data collected by Pixalate from January 1, 2019
Pixalate’s objective data sets, which consist predominantly of
through December 31, 2020.
buy-side open auction programmatic traffic sources.
In the context of this report, programmatic ad transactions, as
Household reach is an estimation representing the percentage
measured by Pixalate, are proxied for ad spend. The report
of U.S. households reachable via programmatic CTV advertising,
examines global programmatic advertising activity. Pixalate's
using the total number of U.S.-based IP addresses as a baseline
datasets — which are used exclusively to derive these insights —
and removing invalid traffic (IVT), as measured by Pixalate.
consist predominantly of open auction programmatic traffic
sources. Pixalate monitors over 30,000 programmatic-supported
CTV apps, over 300 million CTV devices monitored, and billions
of CTV programmatic advertising impressions.

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 32

DISCLAIMER

The research and insights contained within this report represent

Pixalate’s opinions with respect to factors that Pixalate believes
can be useful to the digital media industry. Pixalate’s data in this
report has not been audited or reviewed by a third party, but the
research and insights are grounded in Pixalate’s proprietary
technology and analytics, which Pixalate is continuously
evaluating and updating. Any references to outside sources in
the Report should not be construed as endorsements. Pixalate’s
opinions are just that, opinions, which means that they are
neither facts nor guarantees. Pixalate is sharing this data not to
impugn the standing or reputation of any entity, person or app,
but, instead, to report findings and trends pertaining to
programmatic advertising activity across Connected TV/OTT
apps in the time period studied. Pixalate does not independently
verify third-party information.

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 33

ABOUT PIXALATE
Pixalate is a global ad fraud intelligence and marketing
compliance platform that works with brands and platforms to
prevent invalid traffic and improve ad inventory quality. We offer
the only system of coordinated solutions across display, app,
video, and CTV for better detection and elimination of ad fraud.

Pixalate is an MRC-accredited service for the detection and

filtration of sophisticated invalid traffic (SIVT) across desktop
and mobile web, mobile in-app, and CTV advertising.
www.pixalate.com

Q4 2020 CTV AD SUPPLY TRENDS REPORT | © 2021 PIXALATE, INC. | PIXALATE.COM 34

THANK YOU
CONNECTED TV AD SUPPLY TRENDS REPORT: Q4 2020

info@pixalate.com
pixalate.com