Pixalate's Q1 2024 List of Top Mobile In-App Invalid Traffic (IVT) & Ad Fraud Types in North America: ‘Display Impression Fraud’ Most Common on Google Play Store (30%) & Apple App Store (26%)

Research finds “High Risk Device ID” IVT type was the second most common on apps in the Google Play Store, accounting for 20% of all IVT in Q1 2024, as measured by Pixalate

LONDON, April 17 2024 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2024 Mobile’s Most Common Invalid Traffic Types in North America. Pixalate also released Global, EMEA, APAC, and LATAM versions of the report.

The report details invalid traffic (IVT) within apps in the Google Play Store and Apple App Store, including  the number of distinct apps impacted. Pixalate’s data science team analyzed over 91 billion open programmatic advertising impressions across 471k+ mapped mobile apps in Q1 2024. IVT types are rated most common according to the share of invalid traffic within each mobile app store.

Top Mobile In-App IVT Types: North America

• Display Impression Fraud is the most common type of mobile IVT in North America among both Google Play Store (30%) and Apple Apps Store (26%) 
• High Risk Device ID was the second most common IVT type (20%) on apps in the Google Play Store
• Datacenter was the second most common IVT type (16%) on apps in the Apple App Store. Datacenter traffic is a form of General Invalid Traffic (GIVT).

“Display Impression Fraud” refers to impressions that are generated from the same browser or device at a statistically significant inflated rate, per Pixalate’s analysis. “High Risk Device ID” refers to impressions from a device ID that has been flagged for a high risk of invalid traffic, per Pixalate’s analysis.

Download the full report to see more common mobile in-app IVT types in North America:

Download All Global Reports for Top Mobile In-App IVT Types:

• Global
• North America
• APAC
• EMEA 
• LATAM 
  
  

Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT) across desktop and mobile web, mobile in-app, and Connected TV (CTV). All of Pixalate’s MRC accredited measurement areas can be found here.

For more information on IVT types, visit Pixalate’s IVT knowledge base.

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 Mobile’s Most Common IVT Types by Region Reports, reflects Pixalate’s opinions with respect to the 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 pertaining to the time period studied.