--- title: Pixalate's Q2 2024 Mobile Apps Invalid Traffic Benchmarks Report description: Pixalate's Mobile Apps Invalid Traffic Benchmark Report for Q2 2024 analyzes the invalid traffic rates for open programmatic advertising on mobile apps. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/IVT%20Benchmark%20Report%20-%20Mobile%20App%20-%20Global-Q2%202024.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/social-suggested-images/f.hubspotusercontent40.nethubfs2364596Blog_MediaBlog%20photospixalate-blog-bg.png) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [Benchmarks](https://www.pixalate.com/blog/topic/benchmarks) | [IVT](https://www.pixalate.com/blog/topic/ivt) | 2 min read # Pixalate Reveals Q2 2024 Global Ad Fraud (IVT) Benchmarks for Mobile Apps: $1.28 Billion Spent on Ad Fraud & Invalid Traffic (IVT) Across Mobile Apps in the Google & Apple App Stores; IVT Reaches 20% Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Sep 4, 2024 12:00:00 PM *Pixalate’s research into Q2 2024 global invalid traffic (IVT, including ad fraud) in open programmatic mobile in-app advertising reveals an overall IVT rate of 20% (+10% YoY); Google Play Store apps had a higher ad fraud (IVT rate) at 24.7% versus Apple App Store apps at 19%; APAC had the highest mobile in-app IVT rate in Q2 2024 (29.4%)* **LONDON, September 4, 2024** -- [Pixalate](https://www.pixalate.com/), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the [Q2 2024 Global Mobile App Invalid Traffic Benchmark Report](https://www.pixalate.com/mobile-app-invalid-traffic-benchmarks-report), analyzing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on mobile apps from the Google Play Store and Apple App Store. Pixalate's data science team analyzed 5.4M active mobile apps and 63 billion global open programmatic advertising impressions in Q2 2024 to compile this research. The report benchmarks IVT and ad fraud across mobile apps by global region (Global, North America, EMEA, APAC, LATAM), by country, app-ads.txt files, and additional breakdowns. ## **Key Findings: **** **** ****IVT Benchmarks in Open Programmatic Advertising on Mobile Apps** - In Q2 2024, the global mobile app IVT rate in the open programmatic mobile in-app ad marketplace was **20%**, accounting for an estimated **$1.28 billion** in estimated ad spend on ad fraud and IVT - The **APAC** region was the most impacted by mobile in-app IVT in Q2 2024 at **29.4%** - **Indonesia** was most impact by high mobile app IVT traffic at a rate of **35%** - North America’s mobile app IVT rate **(16.8%)** was among the lowest global IVT rates in Q2 2024, down from 20% in Q1 2024 - Google Play Store apps saw higher mobile IVT rates **(24.7%) vs. Apple App Store (19%)** in Q2 2024 Download a complimentary copy of Pixalate’s [Q2 2024 Mobile App Invalid Traffic Benchmark Report](https://www.pixalate.com/mobile-app-invalid-traffic-benchmarks-report) today. ## **Download all of Pixalate’s Ad Fraud Benchmarks Reports** - [Global - Desktop and Mobile Web](https://www.pixalate.com/desktop-and-mobile-web-invalid-traffic-benchmarks-report) - [Global - Connected TV (CTV)](https://www.pixalate.com/connected-tv-invalid-traffic-benchmarks-report) - [Global - Mobile Apps](https://www.pixalate.com/mobile-app-invalid-traffic-benchmarks-report) - [North America](https://www.pixalate.com/invalid-traffic-benchmarks-report-north-america) - [EMEA](https://www.pixalate.com/invalid-traffic-benchmarks-report-emea) - [APAC](https://www.pixalate.com/invalid-traffic-benchmarks-report-apac) - [LATAM](https://www.pixalate.com/invalid-traffic-benchmarks-report-latam) **About Pixalate**** **** **Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). [www.pixalate.com](https://www.pixalate.com/)  **Disclaimer** *The content of this press release, and the Q2 2024 Mobile App Invalid Traffic Benchmarks Report (the "****Report****"), 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 programmatic advertising activity across mobile apps in the time period studied. Pixalate does not independently verify third-party information. Per the *[Media Rating Council (MRC)](https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf)*, “‘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.” IVT is also sometimes referred to as “ad fraud.” Per the *[MRC](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf)*, “'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.”* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← EscalaX, a global programmatic advertising company, officially announces its strategic collaboration with Pixalate](https://www.pixalate.com/blog/escalax-partners-with-pixalate) [** ](https://www.pixalate.com/blog) Next Story [Pixalate's Q2 2024 Global Ad Fraud Benchmarks for Connected TV: $1.15 Billion Lost on Ad Fraud & Invalid Traffic (IVT) Across CTV Platforms Including Roku, Amazon Fire TV, Apple TV, Samsung Smart TV →](https://www.pixalate.com/blog/q2-2024-connected-tv-invalid-traffic-benchmarks-report) ## You May Also Like These Stories on Ad Fraud [![](https://www.pixalate.com/hubfs/vMVPD%20Apps%20Traffic%20Analysis%20Report%20blog%20cover.png) ](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Global Top 20 Most Popular CTV Virtual Multichannel Video Programming Distribution (vMVPD) Apps Reports for Q1 2026: ‘Hulu’ No. 1 on Apple TV, ‘Tubi’ Leads on Roku, ‘Pluto TV’ leads on Amazon Fire TV](https://www.pixalate.com/blog/pixalate-releases-global-top-20-most-popular-ctv-virtual-multichannel-video-programming-distribution-vmvpd-apps-reports-for-q1-2026) Jun 10, 2026 9:00:00 AM | 3 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20MOBILE%20AD%20FRAUD%20TYPES%20GOOGLE%20-%20APPLE%20BLOG%20COVER.png) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Mobile App Ad Fraud Types: ‘High Risk Device ID’ Most Common Type Across Google Play Store (32%); ‘High Risk IP’ Most Common on Apple App Store (48%)](https://www.pixalate.com/blog/pixalates-may-2026-most-common-mobile-app-ad-fraud-types) Jun 9, 2026 9:00:00 AM | 2 min read [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/MONTHLY%20MOST%20COMMON%20CTV%20AD%20FRAUD%20TYPES%20BLOG%20COVER.jpg) ](https://www.pixalate.com/blog/pixalates-may-2026-most-common-programmatic-ad-fraud-types-in-ctv-apps) [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) ### [Pixalate Releases May 2026 Most Common Programmatic Ad Fraud Types in CTV Apps: ‘Proxy’ Most Common on Samsung Smart TV & LG Smart TV, ‘App Spoofing’ Most Common on Amazon Fire TV & Apple TV](https://www.pixalate.com/blog/pixalates-may-2026-most-common-programmatic-ad-fraud-types-in-ctv-apps) Jun 9, 2026 9:00:00 AM | 3 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/q2-2024-mobile-apps-invalid-traffic-benchmarks-report#) # Disclaimer 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. 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