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 topics.
This week: We compare CTV apps with app-ads.txt and apps without app-ads.txt across the Roku and Amazon Fire TV stores. Roku apps appear to show a much bigger correlation to the use of app-ads.txt and lower IVT rates.
Apps with app-ads.txt (13%)
Apps without app-ads.txt (26%)
Apps with app-ads.txt (26%)
Apps without app-ads.txt (24%)
For more IVT trends, download a free copy of the report here:
If you are interested in more insights like the above, across desktop, mobile and CTV devices, please reach out to us using thiscontact form.
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
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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.”