--- title: Pixalate's Q3 2023 Connected TV Invalid Traffic Benchmarks Report description: Pixalate's Q3 2023 Connected TV Invalid Traffic Benchmarks Report analyzes the invalid traffic rates for open programmatic advertising on CTV devices. image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Cover%20-%20Pixalate%20-%20Q3%202023%20IVT%20Benchmark%20Report%20-%20CTV.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) | [CTV](https://www.pixalate.com/blog/topic/ctv) | [IVT](https://www.pixalate.com/blog/topic/ivt) | 2 min read # Pixalate Releases Q3 2023 Global Ad Fraud Benchmarks for Connected TV: 16% Global Invalid Traffic (IVT) Rate on CTV Devices Including Roku, Amazon Fire TV, Apple TV, Samsung Smart TV Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Dec 20, 2023 11:00:00 AM *Research into global invalid traffic (IVT, including ad fraud) in open programmatic Connected TV (CTV) advertising reveals a 16% IVT rate, with Amazon devices (31%) impacted at a higher rate than Roku (13%), Apple (13%), and Samsung (8%)* **London, UK 20 December 2023**** **-- [Pixalate](https://www.pixalate.com/), the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the [Q3 2023 Connected TV Invalid Traffic Benchmark Report](https://www.pixalate.com/connected-tv-invalid-traffic-benchmarks-report), analyzing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on CTV devices. [![Download Now](https://no-cache.hubspot.com/cta/default/2364596/1c240d4f-2b31-432e-bf94-f3be9f7b8450.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/1c240d4f-2b31-432e-bf94-f3be9f7b8450) The report benchmarks IVT and ad fraud across CTV by region, device, and country, plus additional breakdowns. Key Findings:  ## **Open Programmatic Advertising on CTV Devices** - **16% **global CTV IVT rate in Q3 2023 - Lowest mark in over a year - **EMEA (36%) **reported the highest CTV IVT rate among all global regions - North America was the lowest (16%) - Traffic from **UK (44%)** reported the highest CTV IVT rate for any country - IVT on **Amazon (31%) **devices appeared more prevalent than on Roku (13%), Apple (13%), and Samsung (8%) - Apps in Roku’s **‘News & Weather’ **category had a 22% IVT rate Download a free copy of the report today [here](https://www.pixalate.com/connected-tv-invalid-traffic-benchmarks-report). **About Pixalate** Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the 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. **Disclaimer** *The content of this press release, and the Q3 2023 Connected TV 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 CTV 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 [← Pixalate’s Q3 2023 Abandoned Mobile Apps Report: Google & Apple Now Host 2 Million Abandoned Apps](https://www.pixalate.com/blog/q3-2023-abandoned-mobile-apps-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate's COPPA Manual Reviews: ‘Bottle Shooting Game' →](https://www.pixalate.com/blog/app-review-series-bottle-shooting-game) ## 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%); 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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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... 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