Pixalate’s vMVPD November 2022 Traffic Analysis Report: Top 25 vMVPD CTV Apps Account for 70%+ of Ad Spend on Roku Devices

Pixalate, the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, released the vMVPD Traffic Overview Report for November 2022. The report digs deep into vMVPD apps – such as Sling TV and XUMO – to surface programmatic ad insights across Roku and Amazon Fire TV devices.

Key Takeaways:

• vMVPD apps drive 57% of ad impressions on Roku and 85% on Amazon Fire TV during November 2022.
• 71% of Roku ad spend and 62% of Fire TV ad spend was on vMVPD apps
• IVT rates were measured to be higher on non-vMVPD apps:
  • 14.9% for non-vMVPD apps vs 11.4% for vMVPD apps on Roku
  •  25.7% for non-vMVPD apps vs 8.2% for vMVPD apps on Amazon Fire TV

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Pixalate has developed a system to identify vMVPD apps in CTV environments using a combination of data science and manual reviews. Identifying vMVPD apps is an important breakthrough for the programmatic ad industry because vMVPD apps typically behave differently in three key ways:

1. vMVPD apps are usually referenced by a higher number of Bundle IDs (see our December 2022 vMVPD Bundle ID Mapping Report for more.
2. vMVPD apps often have more complicated ad inventory sharing arrangements with the various aggregated channels.
3. Advertisers are eager to receive channel and network information on ad inventory across vMVPD apps.

vMVPD stats

Pixalate analyzed programmatic CTV impressions during November 2022 and found the following:

1. Bundle IDs

According to Pixalate’s data, vMVPD apps have an average of 15 Bundle IDs, compared to 1.5 for non-vMVPD apps. This is consistent across both Roku apps (13.7 Bundle IDs for vMVPD apps vs. 1.6 for non-vMVPD) and Amazon Fire TV apps (16.6 Bundle IDs for vMVPD apps vs. 1.5 for non-vMVPD). :

2. Programmatic Ad Impressions

In addition, the top 25 most popular vMVPD apps on Roku and Amazon Fire TV accounted for 57% of programmatic ad impressions on Roku devices and 85% of ad impressions on Amazon Fire TV devices in November 2022.

In a similar vein, Pixalate estimates that 71% of programmatic ad spend on Roku devices and 61% on Amazon Fire TV devices is flowing through these same popular apps, propped up by big names like Hulu and Pluto TV.

3. Invalid Traffic (IVT)

Pixalate measured an IVT rate of 10.7% on popular vMVPD apps during November 2022, compared to 15.4% across non-vMVPD apps in the CTV ecosystem.

The gap is closer on Roku devices (11.4% IVT for vMVPD apps vs. 14.9% IVT for non-vMVPD) compared to Amazon Fire TV devices (8.2% IVT for vMVPD apps vs. 25.7% IVT for non-vMVPD).

SOURCE: PR Newswire