40% of Roku apps and 30% of Amazon Fire TV apps are targeted using multiple bundle IDs

Industry usage of App Store IDs remains low (

PALO ALTO, Calif. and LONDON, September 9, 2022 /PRNewswire/ — Pixelatethe market-leading compliance, privacy and fraud protection analytics platform for connected television (CTV) and mobile advertising, launched today new data highlighting the issues that seem to prevail with bundle ids. Pixalate conducted a study of CTV transactions from June to August 2022 to provide information on the magnitude of variations in CTV bundle IDs. The full report is available for download here.

Pixalate found that 40% of apps in the Roku app store and 30% of apps in the Amazon Fire TV app store appear to be using multiple bundle IDs – a big problem in the industry – causing targeting issues and measurement and creating opportunities for fraudsters. to exploit this programmatic advertising supply chain vulnerability. Fraud detection can be particularly difficult because vendors may mistakenly consider certain variations of bundle identifiers to be application spoofing.

Bundle IDs are the mechanism by which apps are most commonly identified for CTV advertising. The Roku and Amazon Fire TV apps each store unique IDs for each app available in their stores. However, these unique identifiers are used in less than 5% of Roku traffic and less than 25% of Amazon Fire TV traffic, as measured by Pixalate.


  • 40% of Roku apps and 30% of Amazon Fire TV apps are known by multiple bundle IDs.
  • Over 12% of Roku apps and 11% of Fire TV apps use more than 3 bundle IDs.
  • 33% of ad spend on Amazon CTV apps goes to apps that use more than 10 bundle IDs.
  • Some major MVPD (multi-channel video programming distributor) apps like Sling, Fubo and others have over 100 bundle IDs.

Pixalate has developed a solution to Bundle’s multiple identification issue using machine learning and artificial intelligence (AI) to rectify the issue and enable our customers to understand which apps they are transacting on and provide more accurate fraud detection.

The ad tech industry is aware of this problem and has been working on various solutions:

  • The IAB Tech Lab recommended the use of “App Store identifiers” to uniquely identify CTV applications. However, adoption remains low at this time.
  • The recently released OpenRTB 2.6 solves this problem by introducing Channel and Network Objectswhich should alleviate the need to concatenate this bundle ID information.

But until there is widespread adoption and implementation of these guidelines, a smart mapping solution like Pixalate’s is needed to handle the explosion of Bundle ID variations on CTV platforms.

For more information, see our full blog post here.

About Pixelate

Pixalate is the market-leading fraud protection, privacy and compliance analytics platform for connected television (CTV) and mobile advertising. Pixalate uses automated processing derived from a combination of signals to determine whether an app is likely to be directed at children, including category, subcategory, content rating, and app contextual signals (in particular, child-related keywords in the app title or app description). Pixalate also relies on manual review of apps by educators from Pixalate’s Trust and Safety Advisory Board, who rate apps based on the child-focused factors outlined in the COPPA Rule. See our complete methodology for more information. We work 24/7 to protect your reputation and increase your media value. Pixalate offers the only system of coordinated solutions across display, app, video and OTT/CTV for better ad fraud detection and elimination. Pixalate’s marketing compliance solutions encompass the industry’s first COPPA compliance technology, designed to identify apps that may be directed at children and potential online privacy compliance risks. Pixalate is an MRC-accredited service for sophisticated invalid traffic detection and filtering (SIVT) across desktop and mobile web, mobile apps, and OTT/CTV advertising. www.pixalate.com


The contents of this press release and the CTV Bundle ID report (there “Report“), reflect the opinions of Pixalate with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means they are not neither facts nor guarantees; and neither this press release nor the report is intended to impugn the position or reputation of any entity, person, or application, but rather to report findings and apparent trends relating to the apps of the online store. Roku and Amazon Fire TV CTV apps.

SOURCE Pixalate

Amanda J. Marsh