Pixalate's Connected TV IVT Benchmarks Report

Key Findings:

As of the end of Q2 2024, the IVT rate in the open programmatic CTV ad marketplace reached 19.4%, marking a 14% year-over-year increase from the 17% rate recorded in Q2 2023, but down from 22.7% in Q1 2024.

Using this rate of 19.4%, it is estimated that $1.14 billion in CTV ad spend was lost to IVT in Q2 2024, including ad fraud, representing 19.4% of the total estimated $5.87 billion in global open programmatic CTV ad spend.

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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.”

Connected TV IVT Benchmarks Report

Key Findings:

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