Ad Spend & Ad Fraud: November 2024 Research Recap
👉 Pixalate released several key reports in November including the quarterly Connected TV (CTV) Ad Supply Chain trends report, #CTV FAST Apps Report, the Abandoned Mobile Apps Report, the new Programmatic Ad Seller Misrepresentation Report, and more.
TLDR:
📺 CTV is a significant growth area, but ad fraud and supply chain issues persist.
🚀 FAST #apps are gaining traction (or are they?), impacting ad spend distribution on major platforms.
📲 Mobile app advertising impacted by IVT/fraud, especially in gaming and other popular categories.
🙅♂️ Programmatic advertising is plagued by ad seller misrepresentation, potentially impacting advertiser campaign performance.
Connected TV Ad Supply Chain Trends Report
CTV Takes Center Stage: The Q3 2024 Global Connected TV (CTV) Ad Supply Chain Trends Report reveals a complex landscape impacted by ad fraud and supply chain inefficiencies. The report delves into regional trends (North America, APAC, EMEA, and LATAM) and comprehensively analyzes the state of open #programmatic CTV advertising in Q3 2024 across the world.
Download and explore the reports:
CTV FAST Apps Rankings & Ad Spend Reports
FAST Enough for You? Pixalate's research on CTV FAST Apps finds 19% of estimated ad spend on Amazon Fire TV went to FAST apps in Q3 2024, followed by Apple TV (15%), Samsung Smart TV (14%), and Roku (11%); Ad spend share of voice on Free Ad-Supported TV (FAST) apps appear to have decreased YoY on all platforms except for Apple TV (+83% YoY).
Download the reports to see the data:
Abandoned Mobile Apps Report
Dark Side of Abandoned Apps: Pixalate’s Q3 2024 Abandoned Mobile Apps Report analyzes profile information about abandoned #apps such as developer country of origin, app store category, and child-directedness under Children’s Online Privacy Protection Act (COPPA).
See the data:
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Programmatic Ad Seller Misrepresentation Reports
Programmatic Imposters: Programmatic advertising continues to be plagued by ad seller misrepresentation. In November we also released the Q3 2024 Programmatic Ad Seller Misrepresentation Report for Web Traffic, #CTV App traffic, and Mobile App Traffic. The reports use #SCO data to examine unauthorized sellers in the advertising supply chain while uncovering the extent of the issue across desktop and mobile web, CTV apps, and mobile apps.
Explore the data:
Mobile App Ad Spend Benchmarks
Mobile Gaming Dominates Ad $: Our data science team analyzed over 70 billion open programmatic ad transactions across 10 million mobile apps in the Google Play Store and Apple App Store in Q3 2024 to compile the research in the Mobile App Ad Spend Benchmarks Report, including breakdowns by region (North America, EMEA, APAC, LATAM) ➡️➡️➡️➡️➡️ An estimated $4 billion in open #programmatic ad spend went to apps in the ‘Video Gaming’ IAB mobile app category.
Explore more below:
Mobile App Ad Fraud Trends
Mobile App Fraud on the Rise: Pixalate's Q3 2024 Global Mobile App IVT Trends Report exposes the pervasive nature of invalid traffic (IVT). The report provides a granular analysis of IVT across key regions (incl. APAC, EMRA, LATAM, and North America) and identifies the top 10 IAB app categories by estimated open #programmatic ad spend and pinpoints the most prevalent types of IVT within each app category.
Explore more at the links below:
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✍ Pixalate contributors: Jalal Nasir Patrick McClure Ezequiel Donovan Nina Talcott Kenneth Olmstead