Pixalate Releases Q2 2024 Global Click Fraud Benchmarks Reports for Mobile Apps, Desktop Web, & Mobile Web Advertising Traffic: 19% of Desktop Open Programmatic Ad Clicks Are Fraudulent

New Pixalate research into 44 billion open programmatic ad transactions reveals an overall 19% click fraud rate across desktop web (19%), mobile web (15%), and mobile in-app (17%) in Q2 2024; LATAM had the highest desktop web click fraud rate (27%), followed by EMEA (21%), North America (19%), and APAC (12%)

LONDON, August 27, 2024 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2024 Global Click Fraud Benchmarks Reports for desktop web, mobile web, and mobile in-app advertising.

The reports examine how many clicks on open programmatic advertisements were invalid or fraudulent - i.e., flagged for invalid traffic (IVT) - in Q2 2024. Pixalate’s data science team analyzed 44+ open programmatic transactions across 145+ million mobile and desktop websites, and 425K+ mobile apps to compile the research in this series.

Key Findings

Desktop Web Click Fraud (Q2 2024)

• Invalid Click Rate: 19% of global desktop web traffic clicks were invalid, down 27% quarter-over-quarter (QoQ)
• Dominant Types of Click Fraud: 69% of invalid clicks were due to click farms and datacenter-based Invalid Traffic (IVT)
• Most Targeted Ad Size: 970x250 ad size was most impacted by click fraud (59%).
• Regions with Highest Click Fraud Rates: The LATAM region had the highest desktop web click fraud rate (27%), as measured by Pixalate, followed by EMEA (21%), North America (19%), and APAC (12%)
  
  

Mobile Web Click Fraud (Q2 2024)

• Invalid Click Rate: 15% of global mobile/tablet web clicks were invalid, no change QoQ
• Dominant Types of Click Fraud: 79% of invalid clicks were flagged for click farm and datacenter-based IVT
• Most Targeted Ad Size: 970x250 ad size was most impacted by click fraud (55%)
• Regions with Highest Click Fraud Rates: The LATAM region had the highest mobile web click fraud rate (19%), as measured by Pixalate, followed by EMEA (17%)
  
  

Mobile App Click Fraud (Q2 2024)

• Invalid Click Rate: 17% of global mobile app clicks were invalid, up 70% QoQ
• Dominant Type of Click Fraud: Duplicate clicks generated 55% of mobile app invalid clicks
• Most Targeted Ad Size: 320x480 ad size was most impacted by click fraud (41% IVT rate)
• Regions with Highest Click Fraud Rates: The North America region had the highest mobile app click fraud rate (31%), as measured by Pixalate, followed by EMEA (25%)
  
  

Pixalate has developed a solution to address these hurdles by employing our Click Fraud Detection technology to effectively map clicks to impressions and identify IVT. Our platform enables detection of various IVT types associated with suspicious users, ad creatives, or publishers.

Download a free copy of Pixalate’s Q2 2024 Global Click Fraud Benchmarks Reports:

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 Q2 2024 Global Click Fraud Benchmark Reports for Desktop, Mobile Apps and Web Traffic, 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.