Pixalate today released the Q2 2018 Programmatic Quality Report: North America. This comprehensive analysis of traffic quality details the state of invalid traffic (“IVT”) across desktop and mobile devices, including current IVT trends within mobile apps. The report also contains an update on the state of viewability in the programmatic marketplace.
Key takeaways include:
Mobile in-app is the riskiest: Mobile in-app advertising has an IVT rate of about 25% across tablets and smartphones for both display and video advertising. By comparison, desktop and mobile web advertising is between 10% and 15%.
Viewability over 57% for biggest categories:All five of the leading domain categories in terms of desktop display ad volume had viewability rates above 57% in North America. The five categories accounted for over 80% of the programmatic desktop display ad Share of Voice in the time period studied. A recent WFA study noted that global display viewability rates were just under 50% in 2017.
Fraudsters target gaming apps on mobile. Android smartphone gaming apps had the highest Share of Voice (over 25%) and the highest IVT rate (22.1%).
Inside the report, you’ll find...
IVT rates across devices and channels
Viewability rates across desktop, smartphone, and tablet web
Broken down by category
IVT rates within leading mobile app categories, across both smartphones and tablets
iOS vs. Android
Display vs. Android
IVT rates based on traffic source
IVT rates based on ad size
Programmatic marketers can use the in-depth analysis contained in this report to fully understand the current state of traffic quality in today’s programmatic marketplace.
Download the report here:
Pixalate is a cross-channel fraud intelligence company that works with brands and platforms to prevent invalid traffic and improve ad inventory quality.
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.”