38% of CTV bundle IDs were malformed in Pixalate report
Pixalate's Q2 2025 report reveals that a significant percentage of Connected TV (CTV) bundle IDs across major platforms were found to be malformed, unidentified, or fraudulent, impacting ad targeting and measurement. Specifically, 12% on Roku, 48% on Amazon Fire TV, 53% on Apple TV, and 56% on Samsung Smart TV were identified as problematic. The report analyzed over 1.8 billion open programmatic CTV impressions in June 2025.
Key Takeaways
- Roku had 12% malformed, unidentified, and/or fraudulent Bundle IDs, or about 450 out of 3.8K measured IDs.
- Amazon Fire TV posted a 48% problem rate, roughly 2.2K out of 4.5K measured Bundle IDs.
- Apple TV reached 53% malformed, unidentified, and/or fraudulent Bundle IDs, about 860 out of 1.6K.
- Samsung Smart TV had the highest reported rate at 56%, or about 1K out of 1.8K measured Bundle IDs.
- Pixalate’s data science team analyzed more than 1.8 billion open programmatic CTV impressions in June 2025.
Why It Matters
The immediate issue is measurement quality: Pixalate says malformed Bundle IDs disrupt ad targeting and campaign measurement across open programmatic CTV. The spread matters because the problem is not isolated to one device family — it shows up on Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV, with Samsung and Apple above 50%. For CTV buyers and supply-chain operators, the source of app identification is the key control point here. The next number to watch is whether future Pixalate reports show the same App Store ID adoption rates, especially Roku’s 68% and Samsung Smart TV’s 24%.
Read full article at pixalate.com
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