Bundle IDs Complicate Bidding For CTV Ad Inventory

Pixalate’s “CTV Bundle IDs Mapping Report” finds that manually created bundle IDs are not guaranteed to be unique, unlike app store IDs that can be verified. According to the report, 40% of Roku apps and 30% of Amazon Fire TV apps have at least two bundle IDs, with some apps, such as FuboTV and Dish Networks’ Sling TV having more than 100 bundle IDs, which creates headaches for advertisers.

“Industry efforts are ongoing to move everyone to the app store IDs, but until then, it is necessary to understand the problem and a good mapping solution to deliver and measure impressions on these apps,” Pixalate said in the report.