Google this month announced that has included individual IDs for the individual Connected TV apps on DV360 reporting. Advertisers now know where they ran ads on Connected TV.
The feature only supports the 7 connected TV app stores, that means Roku, Fire TV, Apple TV, Android TV, Xbox, Playstation, and Samsung. Nearly two-thirds of programmatic video OTT/CTV ads go to Roku devices.
According to Google the Connected TV values show up in the App/URL dimension formatted like [Name of App – Store (#)], representing the name of the individual app, the store name, and the app ID.
EMEA leads programmatic on Connected TV advertising. See here the type of transactions when publishers sell Connected TV Inventory via Google Ad Manager.