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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.COMABOUT 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 Septem

3、ber 2024.These are some of the main reasons for Amazon Fire TV Bundle IDs staying unidentified:-Bundle IDs for the incorrect CTV OS/Platform(4%)-Bundle IDs identified as mobile-only apps(39%)-Bundle IDs that were malformed and/or couldnt be deciphered(19%)From an ad spend point of view,this accounts

4、 for over 3%of open programmatic ad spend on Amazon Fire TV devices.The report also includes a list of the top 10 malformed Bundle IDs on Amazon Fire TV devices.2TABLE OF CONTENTS Key Concepts.4-5Pixalates Bundle ID Classifications .6-7Malformed/Unidentified Bundle ID Trends.8-9Top Malformed/Unident

5、ified Bundle IDs .10Global Bundle ID Trends.11Methodology&Disclaimer.12-143REPORT AUTHORSAmit ShettyPatrick McClureData AnalystVP ProductHawn SmithAd FraudProduct ManagerMelwin PoovakottuDirector Data ScienceCTV:MALFORMED&FRAUDULENT BUNDLE IDs RISK REPORT-Q3 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