New research into billions of open programmatic ad transactions and over 10 million clicks reveals invalid click trends - inclusive of fraud - across desktop web, mobile web, and mobile in-app: Desktop web (21% invalid click rate) appears to be the top target for ad fraudsters
LONDON, August 28, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2023 Global Click Fraud Benchmarks Reports for desktop web, mobile web, and mobile app advertising.
The reports examine how many clicks on open programmatic advertisements were invalid or fraudulent - i.e., generated by invalid traffic (IVT) - in June 2023. Advertisers often optimize their campaigns for clicks. Fraudsters take advantage of this by generating fake clicks in an attempt to make their supply appear more valuable.
17% invalid click rate for all open programmatic advertising across desktop web, mobile web, and mobile in-app in June 2023
21% invalid click rate for desktop web open programmatic advertising - the highest individual channel
16% invalid click rate for mobile web open programmatic ads
13% invalid click rate for mobile app open programmatic ads
20% of all invalid clicks on mobile apps are generated by click farms - sophisticated fraud schemes solely designed to generate fake clicks
The 729x90 Leaderboard ad size had an invalid click rate of 26% on mobile apps - 2x higher than the total mobile app invalid click average (13%)
“The sophisticated schemes deployed by ad fraudsters are not just generating fake traffic but fake clicks as well,” said Amit Shetty, VP of Product, Ad Fraud, at Pixalate. “Advertisers are willing to spend more for higher click-through rates. But this mindset should come with a heightened sense of scrutiny, as fraudsters always follow the money.”
Download the Reports
Download a free copy of Pixalate’s Q2 2023 Global Click Fraud Benchmarks Reports:
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 press release, and the Q2 2023 Global Click Fraud Benchmarks Reports (the "Reports"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to privacy and information security practices and compliance across desktop web, the mobile web, and mobile apps in the time period studied.
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.”