• by Wayne Friedman , Staff Writer, April 2, 2025

Global open programmatic connected TV (CTV) advertising grew 10% in the fourth quarter to $7.6 billion, according to Pixalate.

Thirty-four percent of all CTV programmatic takes place in the "open" marketplace, with 66% going through private programmatic marketplace deals, according to industry estimates.

Roughly 90% of all CTV advertising is sold programmatically.

All global CTV advertising has been estimated at $35.2 billion in 2024, increasing to $46.3 billion by 2026.

Pixalate says that “global ad fraud” rate in the fourth quarter was 24% when it comes to the global open programmatic marketplace. 

Asia-Pacific territories have the largest, at 43%, with EMEA (Europe, Middle East, Africa) the lowest at 18%. In the U.S., the ad fraud rate is 24%.

Looking at major streaming platforms globally, Roku has the lowest ad-fraud rate, at 15%, while Amazon Fire TV is at 26%, with Apple TV and Samsung Smart TV each at 31%.

Roku currently has 10,271 streaming apps on its service that are enabled for programmatic advertising in the fourth quarter -- representing 23% out of a total of 44,005 apps. Amazon Fire TV is at 7,121 (out of 34,350), with Apple TV at 2,704 (25,656) and Samsung at 771 (4,734).

When it comes to the most popular app categories for the highest share of ad-revenue voice, movies/television lead all other content categories. For Roku, that means a 48% share of ad revenue, with Amazon Fire TV at 65% and Apple TV at 84%.