Advertisers Spend $144MM on CTV MFA Apps via Open Programmatic Advertising
Pixalate, the leading ad fraud protection and analytics platform, has released its October 2023 Made for Advertising (MFA) Benchmark Report for Connected TV (CTV) Apps. According to the report, advertisers are estimated to have spent $144 million on CTV MFA apps through open programmatic advertising. The report provides insights into ad spend, invalid traffic (IVT) and ad fraud, the top ad platforms, and the apps with the most advertising.
Pixalate Report Highlights Trends in MFA CTV Apps for October 2023
MFA CTV apps are known for their intrusive advertising techniques, such as auto-play videos and ads that restrict access to content. The report reveals that 2% of CTV apps with programmatic advertising were flagged as MFA by Pixalate in October 2023. Pixalate’s data science team analyzed over 6 billion programmatic ad impressions on more than 5,550 CTV apps across major platforms like Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV to compile this research.
Games Category Dominates CTV MFA App Ad Spend, Says Pixalate Report
According to the Pixalate report, 58% of the estimated ad spend on CTV MFA apps is targeted towards apps categorized as “Games”. This suggests that advertisers see gaming apps as a lucrative platform to reach a large audience and generate high engagement. The report highlights the importance of understanding the app categories and demographics to effectively target the desired audience.
Equativ Identified as Major Player in Selling CTV MFA Ads, Pixalate Finds
The report also reveals that 40% of the estimated CTV MFA ad spend in October 2023 appears to have been sold by Equativ, an advertising platform known for its programmatic capabilities. Equativ’s prominent role in selling CTV MFA ads indicates its strong presence and influence in the industry. Advertisers should consider partnering with Equativ or understanding its strategies to maximize their ad campaign effectiveness.
Pixalate’s MFA CTV Apps Benchmark Report Reveals Global Ad Spend Patterns
In addition to the specific insights mentioned above, Pixalate’s MFA CTV Apps Benchmark Report provides global regional breakdowns of MFA ad spend patterns, including North America, EMEA, LATAM, and APAC. This allows advertisers to identify regional trends and tailor their strategies accordingly. The report also covers the IVT rate on MFA CTV apps, MFA apps Store Analysis, top MFA CTV App sellers by estimated ad spend, top ad platforms (supply-side platforms, SSPs), and MFA CTV apps’ country of registry.
With the increasing popularity of CTV and its potential for targeted advertising, it is crucial for advertisers to stay informed about top trends and strategies. Pixalate’s MFA CTV Apps Benchmark Report provides valuable insights that can help advertisers optimize their ad campaigns and reach the right audience effectively. By understanding the ad spend patterns, app categories, and the key players in the industry, advertisers can make informed decisions and achieve maximum ROI on their CTV advertising investments.
Analyst comment
Positive news: Advertisers Spend $144MM on CTV MFA Apps via Open Programmatic Advertising.
As an analyst, the market for CTV advertising is expected to continue to grow as advertisers recognize the potential of targeting a large audience and generating high engagement through gaming apps. Advertisers should consider partnering with Equativ, the major player in selling CTV MFA ads, to maximize their campaign effectiveness. Pixalate’s benchmark report provides valuable insights for advertisers to optimize their ad campaigns and achieve maximum ROI on their CTV advertising investments.
