Pixalate's Q2 2025 report on Connected TV (CTV) Malformed and Fraudulent Bundle IDs Risk found that 38% of CTV Bundle IDs were malformed, unidentified, and/or fraudulent across major platforms, including Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV.
The report provides a detailed analysis of the global status of non-standard and malformed CTV Bundle IDs in the open programmatic advertising supply chain. Malicious actors exploit free-form Bundle ID formats to fabricate app identifiers and inject fraudulent inventory.
This finding highlights a significant challenge within the CTV advertising ecosystem, as ad fraud can impact the effectiveness and trustworthiness of ad campaigns. While Roku is one of the platforms analyzed, the broader issue of ad fraud could affect advertiser confidence and the overall health of the CTV ad market.
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