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1、 Q3 2024CONNECTED TV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT CTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COM2ABOUT THIS REPORTThis 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 for targeting,reporting,and may also be indicative of fraud/spoofing.These findings are based on over 2.2 billion open programmatic ad impressions across CTV platforms analyzed by Pixalate in Septe

3、mber 2024.These are some of the main reasons for Apple TV Bundle IDs staying unidentified:-Bundle IDs for the incorrect CTV OS/Platform(8%)-Bundle IDs identified as mobile-only apps(25%)-Bundle IDs that were malformed and/or couldnt be deciphered(8%)From an ad spend point of view,this accounts for o

4、ver 6%of 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.TABLE OF CONTENTS Key Concepts.4-5Pixalates Bundle ID Classifications .6-7Malformed/Unidentified Bundle ID Trends.8-9Top Malformed/Unidentified Bundle IDs .1

5、0Global Bundle ID Trends.11Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureHawn SmithProduct ManagerAd FraudData AnalystVP ProductMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 2024|2024 PIXALATE,INC.|PIXALATE.COMThe use of Bundle IDs or

6、iginated 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 completely left to the di