Pixalate published the Q2 2022 Invalid Traffic (IVT) Benchmarks report last November, describing IVT distribution in programmatic advertising impressions. It covered a wide variety of data points, so we thought we would break it down further and highlight some interesting findings.
This week: We take a look at IVT rates, inclusive of ad fraud, on mobile apps across the Apple and Google app stores with emphasis on the country that the apps were registered in.
Canada and Singapore had the joint-highest mobile open programmatic IVT rates on the Google Play Store in Q2 2022, at 31%. Traffic from apps registered in the U.S. had an IVT rate of 28%.
Not Listed (23%)
Not Identified (23%)
Hong Kong (23%)
The USA had the highest mobile open programmatic IVT rates on the Apple App Store in Q2 2022, at 31%. Traffic from apps registered in China came next at an IVT rate of 27%.
Not Listed (27%)
Hong Kong (26%)
S. Korea (21%)
Not Identified (18%)
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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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.”