Pixalate’s research into global invalid traffic (IVT, including ad fraud) in open programmatic website advertising reveals the USA (12.8%) and Canada (12.7%) has the highest desktop web IVT rate and the USA (17.5%) and Canada (17.4%) also had the highest mobile web IVT rates, as measured by Pixalate
London, Sept. 03, 2024 (GLOBE NEWSWIRE) — Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q2 2024 Global Desktop & Mobile Web Invalid Traffic Benchmark Report, analyzing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on desktop and mobile websites in Q2 2024.
Pixalate also released Connected TV (CTV), mobile app, and region-specific versions of the report, including North America, EMEA, APAC, LATAM.
Pixalate’s data science team analyzed over 19 billion global open programmatic advertising impressions across desktop and mobile web in Q2 2024 to compile this research. The report benchmarks IVT and ad fraud across desktop and mobile web browsers by global region (Global, North America, EMEA, APAC, LATAM), country, browser (Google Chrome, Firefox, Apple Safari, Microsoft Edge, Opera), device type, and ads.txt. Pixalate’s findings concerning the mobile web traffic analysis cover smartphones as well as tablet devices.
Key Findings
IVT Benchmarks in Open Programmatic Advertising on Desktop Web
- As of Q2 2024, the global IVT rate for desktop web stands at 11.1%, lower than mobile web (11.6%), CTV apps (19%), and mobile apps (20%), according to Pixalate’s data
- Regional desktop web IVT rates were 12.8% in North America, 9.6% (EMEA), 8.1% (LATAM), and 7.8% (APAC)
- Among the top four desktop web browsers, open programmatic IVT on Mozilla Firefox was 25%, while Edge saw a 15% IVT rate
- The IVT rate for desktop web open programmatic traffic in the USA (12.8%) and Canada (12.7%) were the highest, while Japan (6.6%) and South Korea (3.5%) had the lowest IVT rates
IVT Benchmarks in Open Programmatic Advertising on Mobile Web
- Global invalid open programmatic traffic (IVT) rate for mobile web was 11.6%
- 17.5% in North America, 8% (EMEA), 7.8% (APAC), and 6.6% (LATAM)
- The IVT rate for mobile web open programmatic traffic in the USA (17.5%) and Canada (17.4%) were the highest, while Brazil (5.5%) and Italy (4.8%) had the lowest IVT rates
Download Pixalate’s Q2 2024 Global Desktop & Mobile Web Invalid Traffic Benchmark Report today.
Download all of Pixalate’s Ad Fraud Benchmarks Reports
- Global Ad Fraud Benchmarks – Desktop and Mobile Web
- Global Ad Fraud Benchmarks – Connected TV (CTV)
- Global Ad Fraud Benchmarks – Mobile Apps
- North America Ad Fraud Benchmarks
- EMEA Ad Fraud Benchmarks
- APAC Ad Fraud Benchmarks
- LATAM Ad Fraud Benchmarks
About Pixalate
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). www.pixalate.com
Disclaimer
The content of this press release, and the Q2 2024 Desktop and Mobile Web Invalid Traffic Benchmarks Report (the “Report”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied. Pixalate does not independently verify third-party information. Per the Media Rating Council (MRC), “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” IVT is also sometimes referred to as “ad fraud.” Per the MRC, “’Fraud’ is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.”
CONTACT: Nina Talcott ntalcott@pixalate.com
