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Pixalate Q2 2022 IVT Benchmarks: CTV Ad Fraud Reaches 24% in the UK

Amit Shetty
Dec 13, 2022 2:15:00 PM

Pixalate published the Q2 2022 Invalid Traffic (IVT) Benchmarks report last month, describing IVT distribution in programmatic advertising impressions. It covered a wide variety of data points, so we decided we would break it down further and highlight some interesting findings.

This week: We take a look at the top ten countries with the highest IVT rates on Connected TV (CTV) apps.

The UK had the highest CTV open programmatic IVT rate in Q2 2022, at 24%. Traffic from the U.S. had an IVT rate of 17%.


  • UK (24%)
  • Chile (23%)
  • Brazil (21%)
  • Mexico (20%)
  • Canada (19%)
  • USA (17%)
  • France (16%)
  • Germany (10%)
  • India (10%)
  • Russia (8%)

For more IVT trends, download a free copy of the report here:

Download the Report

If you are interested in more insights like the above, across desktop, mobile and CTV devices,  please reach out to us using this contact form.

About Pixalate

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. www.pixalate.com


The content of this post reflects Pixalate’s opinions with respect to the factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and this Report is not intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends pertaining to CTV apps. 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.”

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