Pixalate's Desktop and Mobile Web Invalid Traffic Benchmark Report for Q4 2023 analyzes the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on desktop, mobile and tablet websites.
To compile the research, Pixalate’s data science team analyzed over 15 billion open programmatic desktop and mobile web ad impressions in Q4 2023. The report benchmarks IVT and ad fraud across desktop and mobile web browsers by global region (Global, North America, EMEA, APAC, LATAM), country, browser (Google Chrome, Firefox, Apple Safari, Microsoft Edge, Opera), device type, and app-ads.txt. files. Pixalate’s findings concerning the mobile web traffic analysis cover smartphones as well as tablet devices.
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.”