Mobile app fraud: Invalid traffic (IVT) by app category (2019)

What are the latest mobile app fraud trends and invalid traffic (IVT) rates in programmatic advertising across different app categories? Pixalate analyzed the most recent mobile in-app ad fraud data to update you on the current state of app fraud and invalid traffic.

Download our most recent report for a comprehensive rundown of the latest trends in Mobile App Fraud, which is a nuanced topic.

Mobile app fraud: iOS IVT by Apple App Store category (Q4 2018)

Our mobile app fraud insight drills into the specific app categories with high IVT rates. On iOS phones (display advertising), we measured that Social Networking apps have the highest IVT rates.

Social Networking apps had a 16% IVT rate in Q4 2018, highest among iPhone app categories
- "Walled gardens" such as Facebook, Twitter, etc., are not included
Games had the second-highest IVT rate, at 12%

Mobile app fraud: Android IVT by Google Play Store category (Q4 2018)

Similar to iOS devices, Social apps also have the highest app fraud rates on Android phones for display advertising. And as our mobile ad fraud trends shows, Android devices typically have higher overall IVT rates.

Social apps had the highest display IVT rate (20%) on Android phones
- "Walled gardens" such as Facebook, Twitter, etc., are not included
The Tools category, which includes flashlight apps, cleaning apps, etc., had the second-highest display IVT rate, at 16%

Download our most recent report for the latest trends in Mobile App Fraud:

Still looking or more information about ad fraud?

For a high-level view of IVT in digital advertising, view our overall ad fraud trends.

For a high-level view of IVT in mobile advertising, view our mobile ad fraud trends.

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.”

Mobile app fraud: Invalid traffic (IVT) by app category (2019)

Mobile app fraud: iOS IVT by Apple App Store category (Q4 2018)

Mobile app fraud: Android IVT by Google Play Store category (Q4 2018)

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