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IVT Benchmarks Report - North America

 

Pixalate's Invalid Traffic Benchmark Report for North America analyzes the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising across websites, Connected TV (CTV) apps, and mobile apps in Q2 2024.

Key Findings:

  • As of Q2 2024, desktop web has the lowest open programmatic IVT rate of any platform for North America (12.8%), followed by mobile-apps at 16.8%, mobile web (17.5%), and CTV apps (19.5%), as measured by Pixalate.
  • North America’s mobile app IVT rate (16.8%) is among the regions with the lowest rates in Q2 2024, down from 20% in Q1 2024.
Download the report for free today for a complete breakdown of our findings (you will also get access to previous reports).
 
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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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