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CTV ad fraud rate in open programmatic was about 15% in H1 2021

Nov 9, 2021 12:11:07 PM
3 things to know:
  • The invalid traffic (IVT) rate in open programmatic Connected TV (CTV) advertising was ~15% in the Q2 2021.
  • The ad fraud rates in H1 2021 were lower than in any quarter in 2020.
  • In Q4 2020, IVT rates in CTV were 24%.

Ad fraud remains a concerning issue for advertisers across all platforms. Billions of dollars are wasted every year on unreliable publishers who exploit the weaknesses of the programmatic ad supply chain. However, invalid traffic (IVT, or “ad fraud”) rates decreased in the open Connected TV (CTV) programmatic marketplace in the first two quarters of 2021, according to Pixalate’s latest measurements

Decreasing level of ad fraud in open programmatic CTV advertising

According to Pixalate’s Global Connected TV Ad Supply Chain Trends Report, the invalid traffic (IVT) rate in open programmatic CTV advertising was ~15% in the H121. It was a significant decrease compared to the Q420 when the IVT rate was estimated to be 24%.

Moreover, ad fraud rates in 2021 were lower than in any quarter in 2020. In 2020, ad fraud rates fluctuated between 19% in Q2 and 24% in Q4. 

Pixalate will continue to benchmark these figures to see if the rates remain lower, or if they rise back to the 20%-25% range if scammers increase attacks on holiday ad budgets.

Disclaimer  

The content of this report reflects Pixalate’s opinions with respect to the 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 across CTV apps in the time period studied. Pixalate does not independently verify third-party information.

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