According to Pixalate’s Q1 2023 CTV Bundle ID Mapping Report, 76% of open programmatic ad spend on Roku and Amazon Fire TV is being spent on apps with three or more Bundle IDs. Bundle IDs are unique identifiers for apps on mobile and connected TV devices, which are used to track app usage and ad performance. The report also found that Roku had the highest number of apps with multiple Bundle IDs, followed by Amazon Fire TV, Apple TV, and Android TV. Some of the top apps with multiple Bundle IDs included Hulu, YouTube, and Sling TV. The report suggests that the use of multiple Bundle IDs could be a tactic used by apps to increase visibility and ad revenue, but also raises concerns about ad fraud and transparency.