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IAB Categories IVT Trends - Global

 

Pixalate's Q2 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” had a global IVT (including ad fraud) rate of 17%, resulting in $693M ad spend lost in this category alone in Q2 2024
  • “Technology & Computing” had the highest IVT rate (36%) among the top 10 IAB app categories based on estimated open programmatic ad spend
  • “Hobbies & Interests” (31%), and “Technology & Computing” (36%) both had IVT rates higher than the global average (20%)

For this report, Pixalate’s team evaluated the rate of invalid traffic and IVT types impacting the top IAB categories based on the share of estimated open programmatic ad spend.

Download the Global IAB Categories IVT Trends report today.

In addition, you will also get access to previous reports.

In case you missed them:

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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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