Pixalate's Q2 2024 IAB Categories IVT Trends report for North America 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.
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 North America IAB Categories IVT Trends report today.
In addition, you will also get access to previous reports.
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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.”