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Pixalate Q2 2022 IVT Benchmarks: IVT 2x More Likely on Roku Apps Without App-Ads.txt

Amit Shetty
Dec 20, 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 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%)

Pixalate - Q2 2022 IVT Benchmark Report (1)

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


This blog post published by Pixalate is available for informational purposes only and is not considered legal advice. By viewing this blog post, the reader understands and agrees that there is no attorney-client relationship between the reader and the blog publisher. The blog should not be used as a substitute for legal advice from a licensed professional attorney in the applicable jurisdiction(s), and readers are urged to consult their own legal counsel on any specific legal questions concerning any specific situation. The content of this blog post reflects Pixalate's opinions with respect to 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 blog post is not intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings pertaining to mobile and Connected TV (CTV) apps.

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