Programmatic CTV ads increase their reach

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 23, 2021, 5:09 PM UTC

Pixalate’s recent report highlights the significant trends observed in programmatic CTV advertising throughout 2020.

The study found 78% of households in the United States were reachable via CTV programmatic advertising, up 56% year-over-year. Global programmatic ad spend in CTV also increased by 122% over 2020. But, the last quarter of the year saw 24% of CTV programmatic advertising deemed as invalid traffic (IVT). 

Around 46% of programmatic ad spend on connected TV went to Roku devices in 2020. Other leading players like Samsung, Apple and Amazon received about 10% market share each. However, Apple saw its market share increase by 379% from Q1 2020 to Q4 2020.

The Connected TV (CTV) Ad Supply Trends Report 2020 further found a 47% increase in Roku apps that support programmatic advertising. In contrast, there was only a 13% increase in Amazon Fire TV apps that support programmatic..

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