According to Pixalate's research on North American programmatic ad viewability across desktop web, mobile web, and mobile apps, the U.S. had a 38% mobile web ad non-viewability rate, while Canada had a 33% mobile web non-viewability rate
LONDON, March 26, 2026 -- Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Q4 2025 North America Programmatic Ad Viewability Trends for Canada and the United States. The reports analyze the percentage of open programmatic advertisements that were viewable across the mobile and desktop web, mobile app, and connected TV (CTV) open programmatic advertising ecosystems.
In addition to the United States (U.S.) and Canada reports, Pixalate released Q4 2025 Ad Viewability Trends by country for the United Kingdom (UK), France, Israel and Germany, Brazil and India.
|
Platform |
Ad Non-Viewability |
|
Mobile In-App |
30% |
|
Mobile Web |
38% |
|
Desktop Web |
36% |
|
Platform |
Ad Non-Viewability |
|
Mobile In-App |
28% |
|
Mobile Web |
33% |
|
Desktop Web |
40% |
Pixalate’s data science team analyzed programmatic advertising activity across 106 billion global open programmatic advertising impressions in Q4 2025 to compile this research. Pixalate's datasets, used exclusively to derive these insights, consist predominantly of buy-side open-auction programmatic traffic sources.
Download all of Pixalate’s Q4 2025: Programmatic Ad Viewability Benchmark Reports by Country
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate 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 accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and the Q4 2025 North America Ad Viewability Benchmarks Report (the "Reports"), reflect Pixalate's opinions with respect to factors that Pixalate believes may 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 in the time period studied. Per the Media Rating Council (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.” Where the traffic characteristics are suggestive of deliberate intent to mislead, such IVT is often referred to as “ad fraud.” Also 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.”
*By entering your email address and clicking Subscribe, you are agreeing to our Terms of Use and Privacy Policy.
These Stories on Mobile Apps
*By entering your email address and clicking Subscribe, you are agreeing to our Terms of Use and Privacy Policy.
Contact
Offices
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.”
