New Pixalate research into 43+ billion global open programmatic ad transactions reveals the “Arts” category had the highest IVT rate, with 46% of desktop web clicks on ads within this category being flagged as invalid in Q4 2024. On mobile web, 56% of invalid clicks were due to data center-based IVT
LONDON, January 29, 2025 -- Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q4 2024 North America Click Fraud Benchmarks Reports for desktop web, mobile web, and mobile in-app advertising. The reports highlight various types of click-related invalid traffic (IVT) in North America and pinpoint high-risk categories, platforms, and countries impacted by IVT.
In addition to the North American report, Pixalate released regional reports for Latin America (LATAM), Europe, the Middle East, Africa (EMEA), and Asia Pacific (APAC).
Pixalate’s data science and analyst team analyzed more than 43 billion global open programmatic advertising transactions across desktop web, mobile web, and mobile app traffic to compile these reports in Q4 2024.
Pixalate developed a solution for IVT challenges through its Click Fraud Detection technology. The platform effectively maps clicks to impressions and identifies IVT. It enables the detection of various IVT types associated with suspicious users, ad creatives, or publishers.
Download Pixalate’s Q4 2024 Click Fraud Benchmarks Reports:
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APAC |
LATAM |
North America |
EMEA |
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com
Disclaimer
The content of this press release, and the Q4 2024 North America Click Fraud Benchmark Reports for Desktop, Mobile Apps and Web Traffic (the ‘reports’), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends in the time period studied. 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.”
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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.”
