Pixalate's Social Media IVT Benchmarks Report

Key Stats

TikTok had the highest estimated IVT rate on mobile app traffic in May (18%), showing the largest increase month-over-month (up from 13% in April)

WeChat held the highest estimated IVT rate on mobile app traffic in April (11%) but decreased in May to 10%

X (Twitter) had its highest estimated mobile app IVT rate in March (7%) but decreased in May to 5%

For this report, our data science team analyzed 1.4 billion open programmatic ad transactions from March-May 2024 on traffic referred from 11 social media platforms to compile the research and reveal estimated trends in social media.

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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.”

Social Media IVT Benchmarks Report

Key Stats

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