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1、 Q1 2024CONNECTED TV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COMExecutive SummaryThis report provides insights into a common challenge in Connected TV(CTV)advertising-the usage of Bundle IDs to identify apps and

2、the challenges around mapping these Bundle IDs to the actual apps.Unmapped Bundle IDs are problematic from the POV of targeting,reporting,and may also be indicative of fraud/spoofing.These findings are based on over 1.8 billion open programmatic ad impressions across CTV platforms analyzed by Pixala

3、te in March 2024.The main reasons for Bundle IDs staying unidentified:-Bundle IDs mapped to an incorrect CTV OS/Platform(6%)-Bundle IDs mapped to an incorrect device platform (14%)-Bundle IDs that were malformed and couldnt be deciphered(36%)From an ad spend POV,this accounts for a little over 3%of

4、open programmatic ad spend on Apple TV devices.The report also includes a list of the top 10 malformed Bundle IDs on Apple TV devices.2TABLE OF CONTENTS Key Concepts.4-6Pixalates Bundle ID Classifications .6-7Malformed/UnidentifiedBundle ID Trends 8Top Malformed/Unidentified Bundle IDs .9Top Malform

5、ed/Unidentified Bundle ID Sellers .10Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureHawn SmithResearch and Development AnalystData AnalystVP ProductMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q1 2024|2024 PIXALATE,INC.|PIXALATE.COMThe u

6、se of Bundle IDs originated on iOS and Android mobile apps as a means to identify apps.As mobile app stores matured,these became unique and were referred to generically as“App Store IDs”(“App Bundles”on Android and“Bundle IDs”on iOS).When this concept moved to CTV Apps,defining Bundle IDs was comple