Research reveals sports apps MLB (28%) and Fox Sports (12%) were among the Apple TV apps with the highest levels of IVT, inclusive of ad fraud, in August 2023
LONDON, October 26 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the August 2023 CTV Apps IVT Report for Roku, Amazon Fire TV, Apple TV, and Samsung Smart TV. The series reveals which CTV apps appear to be most impacted by Invalid Traffic (IVT, including Ad Fraud), based on traffic Pixalate has observed in that period.
In order to provide insights for this CTV App IVT series - including specific reports for Roku apps, Amazon Fire TV apps, Apple tvOS and Samsung Smart TV apps - Pixalate conducted a thorough review of over 10 billion global open programmatic advertising transactions across almost 50k CTV apps in August 2023.
The 5 most common IVT types we see across all these apps were:
Display Impression Fraud (Sophisticated Outlier Activity*): Impressions that are generated from the same browser or device at a statistically significant inflated rate.
Video Impression Fraud (Sophisticated Outlier Activity*): Video ad impressions that are generated from the same browser or device at a statistically significant inflated rate.
Masked IP (Manipulation/Falsification of Location Related Attributes*): The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
Device ID Stuffing (Sophisticated Outlier Activity*, User Attribute Manipulation*, False Representation*): Activity from a device that has connected to the internet via a statistically significant inflated number of different IP Addresses.
Data Center (Known Data-Center Traffic*): The User’s IP has a match in the Pixalate known Datacenter list.
Pixalate excluded spoofing from this report, as spoofing requires different prevention tactics. (Blocking an app highly impacted by spoofing could lead to blocking apps that have real traffic that is attractive to buyers.) See our CTV App Spoofing series for a list of apps most impacted by the spoofing IVT type specifically.
These lists can be used by buyers or ad platforms to review the traffic on each platform they have transacted on, and dive deeper into the levels and types of IVT they may have seen. You can also learn more about the best overall CTV apps for open programmatic advertising in our Publisher Trust Index.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.
The content of this post, and the Apps with the Highest IVT Reports (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. 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.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
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. Also per the 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.”