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IAB Categories IVT Trends - EMEA

 

Pixalate's Q2 2024 IAB Categories IVT Trends report for EMEA analyzes the invalid traffic (IVT) rates across the top ten IAB categories by region, based on the share of mobile app global open programmatic ad spend across the Google Play Store and Apple App Store.

Key Findings

  • Europe, Middle East, and Africa (EMEA) (18% overall regional IVT rate):
    • “Business and Finance” had the highest IVT rate (36%) among the top 10 EMEA categories
    • “Video Gaming” (with a top regional ad spend share of 73%) had a lower IVT rate in EMEA (15%) than in other regions
    • “Display Impression Fraud” had the highest regional share of invalid traffic (29%)

For this report, Pixalate’s team evaluated the rate of invalid traffic and IVT types impacting the top IAB categories based on the share of estimated open programmatic ad spend.

Download the EMEA IAB Categories IVT Trends report today.

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