A new study shows global invalid traffic (IVT) rates of 12% on desktop, compared to 8.5% for mobile browsers.
LONDON, September 22, 2023 /PRNewswire/ — Pixalatethe leading fraud protection, privacy and compliance analytics platform for connected television (CTV) and mobile advertising, today released the Q2 2023 Invalid Web Traffic Benchmarking Report for Desktop and Mobile Webanalyzing invalid traffic (IVT) rates for open programmatic advertising on desktop, mobile and tablet websites in Q2 2023.
The report provides ad fraud benchmarks across mobile, tablet and desktop browsers by region and country.
Open Programmatic Advertising on Desktop Web
- 12% Computer-based IVT rates in the second quarter of 2023
- Firefox browser (24%) had the highest IVT rate in Q2 2023 among top 5 desktop web browsers
- North America (13%) reports highest computer-based IVT rate
- Malaysia (21%) reported the highest desktop-based Web IVT rate of any country
Open Programmatic Advertising on Mobile and Tablet Web
- 8.5% Global Web IVT Rates on Mobile and Tablet in Q2 2023
- Live mobile devices most vulnerable to IVT on the mobile web (11.8%)
- HAS 9%, APAC and EMEA regions to have Higher mobile web IVT rate – culminating at 24% In South Korea
- the United States and Canada among Lowest Mobile Web IVT rate 8.2% and 7.9% respectively
Download a free copy of the report here: Q2 2023 Invalid Web Traffic Benchmarking Report for Desktop and Mobile Web
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for connected television (CTV) and mobile advertising. We work 24/7 to protect your reputation and increase your media value. Pixalate offers the only system of coordinated solutions for display, apps, video and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for sophisticated invalid traffic detection and filtering (SIVT) on desktop and mobile web, in mobile apps, and in CTV advertising. www.pixalate.com
The contents of this press release and the Q2 2023 Invalid Web Traffic Benchmark Report for Desktop and Mobile Web (the “Report“), reflect Pixalate’s opinions regarding factors that Pixalate believes may be helpful to the digital media industry. All data shared is based on Pixalate’s proprietary technology and analytics, which Pixalate evaluates and updates constantly. Any references to external sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means they are neither facts nor guarantees. Pixalate shares this data not not to attack the position or reputation of any entity, person or application, but rather to report findings and trends relating to programmatic advertising activity on CTV applications during the period studied. Pixalate does not independently verify third party information. Media Rating Council (MRC)“‘Invalid traffic’ is broadly defined as traffic that does not meet certain criteria for ad delivery quality or completeness, or that does not represent legitimate ad traffic that should be included in counts Reasons why ad traffic may be considered invalid include it being the result of non-human traffic (spiders, bots, etc.) or activity designed to produce fraudulent traffic. IVT is also sometimes called “ad fraud.” According to the MRC“‘Fraud’ is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in the United States courts or in other legal proceedings, but rather a definition tailored strictly to for advertising measurement purposes.”