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IAB Categories IVT Trends - Global

 

Pixalate's Q3 2024 Global IAB Categories IVT Trends report analyzes the invalid traffic (IVT) rates across the top ten IAB categories by region, based on the share of mobile app global open programmatic ad spend across the Google Play Store and Apple App Store.

Key Findings

  • “Video Gaming” IAB mobile app category had a global IVT rate (including ad fraud) of 21%, resulting in $690M+ ad spend lost in this category alone in Q3 2024
  • “Hobbies & Interests” IAB mobile app category had the highest IVT rate (29%) among the top 10 IAB app categories based on estimated open programmatic ad spend
  • “Display Impression Fraud” was the most common IVT type among the top 10 IAB app categories, accounting for 15% of all global IVT

Download the Global IAB Categories IVT Trends report today.

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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.”

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