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Connected TV: 80% of Roku and 62% of Amazon Fire TV top 500 apps have app-ads.txt to enhance transparency and trust

Pixalate, a global ad fraud intelligence and marketing compliance platform, has released the industry’s first Connected TV App-Ads.txt Reports for Roku apps and Amazon Fire TV apps, reviewing app-ads.txt adoption trends in 2020.

The IAB Tech Lab’s Ads.txt / App-Ads.txt programs aim to “increase transparency in the programmatic advertising ecosystem” by allowing publishers to “publicly declare the companies they authorize to sell their digital inventory.”

A key finding of the new study is that 80% of the top 500 Roku apps and 62% of the top 500 Fire TV apps had app-ads.txt by the end of 2020. There was a 9% increase in total number of Roku apps with app-ads.txt and a 66% increase in Roku’s ‘Kids & Family’ apps with app-ads.txt. The total number of Amazon Fire TV apps with app-ads.txt increased by 10% over the year.

The reports also looked at the top 20 apps with app-ads.txt on both Roku and Amazon Fire TV in 2020. Hulu and Sling TV led the way on Roku, while Sling TV and Tubi led on Amazon Fire TV. In this study, ‘top apps’ are based on the number of programmatic ads sold, net of invalid traffic (IVT), as measured by Pixalate.

Pixalate’s 2020 Connected TV App-Ads.txt Reports for Roku Apps and Amazon Fire TV Apps include information such as app adoption trends, top supply partners and supply partners by category. The reports – Roku App-Ads.txt Trends in 2020 and Amazon Fire TV App-Ads.txt Trends in 2020 – are available to download for free.