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Pixalate publishes first ad fraud (IVT) benchmark reports by

Posted on by darion

LONDON, May 22, 2024 (GLOBE NEWSWIRE) — Pixalate, the market-leading ad fraud, privacy and compliance analytics platform, today released its first quarter 2024 ad fraud benchmarks by global region, analyzing invalid traffic (IVT, including ad fraud) open programmatic advertising rates across websites, Connected TV (CTV) apps and mobile apps in Q1 2024

Pixelate released North America, Latin America (LATAM), Asia Pacific (APAC)AND Europe, Middle East and Africa (EMEA) report versions.

To compile this study, Pixalate’s data science team analyzed over 450,000 domains and subdomains, over 5 million CTV and mobile applications, and over 72 billion open programmatic ad impressions worldwide in the first quarter of 2024.
Key regional findings

North America

  • Traffic in the mobile application had the highest IVT rate (20%) and then mobile internet (15%)
  • CTV IVT the rate has dropped from 15% in the fourth quarter of 2023 to 12% in the first quarter of 2024
  • mobile the open Internet programming movement in North America had 50% higher IVT rate (15%) than the world average (10%)
  • Amazon FireTV applications had the highest CTV IVT risk (31%) and then Apple TV (13%)

Latin America (LATAM)

  • mobile app traffic had the highest IVT rate (20%), but remained lower than the global average for mobile applications (23%)
  • CTV IVT rate dropped from 21% in the fourth quarter of 2023 to 16% in the first quarter of 2024
  • Apple App Store applications had 10% higher risk of IVT than apps from the Google Play Store
  • Apple TV applications had the highest CTV IVT risk (48%), then Amazon Fire TV (41%)

Asia Pacific (APAC)

  • mobile app traffic had the highest IVT rate (thirty%) in the world
  • Digital television IVT the risk has increased since 26% in the fourth quarter of 2023 to 29% in the first quarter of 2024
  • The risk of IVT on the desktop Internet has dropped to 11% in the first quarter of 2024 from 12% in the fourth quarter of 2023
  • Amazon Fire TV apps had the highest CTV IVT risk (42%) and then Apple TV (23%)

Europe, Middle East and Africa (EMEA)

  • mobile app traffic had an IVT of 19%the lowest among all regions of the world
  • Digital television the movement had an IVT index thirty%the highest in the world
  • Apple TV applications had the highest CTV IVT risk (35%) and then Samsung Smart TV (17%)


Download all of Pixalate’s ad fraud benchmark reports

About Pixalate
Pixalate is the market-leading analytics platform for ad fraud protection, privacy and compliance. Pixalate works 24/7 to protect your reputation and increase media value by offering the only system of coordinated solutions across display, app, video and CTV to detect and eliminate ad fraud. Pixalate is an MRC accredited service for detecting and filtering sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile apps and CTV advertising. www.pixalate.com
Reservation

The contents of this press release and the Q1 2024 Desktop and Mobile Abnormal Internet Traffic Benchmark Report (the “Report”) reflect Pixalate’s views on factors that Pixalate believes may be useful to the digital media industry. All data shared is based on Pixalate’s proprietary technology and analytics, which Pixalate continually evaluates and updates. Any references to external sources should not be construed as endorsement. Pixalate reviews are simply opinions, which means they are neither facts nor guarantees. Pixalate provides this data not to undermine the standing or reputation of any entity, person or application, but instead to report findings and trends regarding programmatic advertising activity over the period under review. Pixalate does not independently verify information from third parties. According to Media Rating Council (MRC)“‘Valid traffic’ is generally defined as traffic that does not meet certain criteria for ad delivery quality or completeness or does not otherwise represent valid advertising traffic that should be included in measurement. One reason why ad traffic may be considered invalid is if it has non-human traffic (spiders, bots, etc.) or activity intended to generate fraudulent traffic. IVT is sometimes referred to as “advertising fraud”. According to MRC“‘Fraud’ is not intended to mean fraud as defined in various statutes, statutes and regulations, or as traditionally applied in a U.S. court or other legal proceeding, but rather a non-standard definition for advertising purposes only.”