According to Pixalate’s research into invalid traffic (IVT, including ad fraud) in programmatic advertising across key EMEA countries—United Kingdom (UK), Ukraine, Germany, Spain, Israel, Netherlands and France— Ukraine had the lowest IVT rate (9%) on web traffic among the countries
LONDON, March 24, 2025 -- Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q4 2024 Invalid Traffic (IVT) & Ad Fraud Benchmark Reports focusing on the EMEA region. The reports analyze the invalid traffic (IVT, including ad fraud) rates for programmatic advertising on desktop and mobile websites, mobile apps, and CTV in the UK, France, Spain, Ukraine, Israel, Netherlands, and Germany.
In addition to the Q3 2024 UK, France, Spain, and Germany reports, Pixalate released IVT benchmarks for the U.S., Canada, Mexico, Brazil, China, Japan, Singapore, Australia, and India.
| Device | UK | Germany | Spain | Ukraine | Israel | Netherlands | France |
| Web | 14% | 13% | 9% | 4% | 11% | 10% | 11% |
| Mobile App | 20% | 18% | 21% | 23% | 19% | N/A | 16% |
| CTV | 16% | 16% | 14% | 12% | N/A | 21% | 29% |
To compile this research, Pixalate's data science team analyzed over 100+ billion global programmatic advertising impressions in Q4 2024. The report benchmarks IVT and ad fraud across these devices and platforms by various criteria, including country, device type, app category, and app-ads.txt files. Pixalate's datasets — used exclusively to derive these insights — consist predominantly of buy-side open auction programmatic traffic sources.
Download all of Pixalate’s Ad Fraud Benchmarks Reports
About Pixalate
Pixalate is a global platform for privacy compliance, ad fraud prevention, and data intelligence in the digital ad supply chain. Founded in 2012, Pixalate’s platform 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 MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic (SIVT). www.pixalate.com
Disclaimer
The content of this press release, and the Invalid Traffic (IVT) & Ad Fraud Benchmark Reports (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 pertaining to programmatic advertising activity in the time period studied. Pixalate does not independently verify third-party information. Per the Media Rating Council (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.” IVT is also sometimes referred to as “ad fraud.” 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.”
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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.”
