Pixalate Releases Q1 2024 Global List of Most Common Mobile In-App Invalid Traffic (IVT) and Ad Fraud on Apps in the Google Play Store and Apple App Store
April 17 2024 - 11:57AM
Pixalate, the market-leading fraud protection, privacy, and
compliance analytics platform for Connected TV (CTV) and Mobile
Advertising, today released the Q1 2024 Global List of Most Common
Invalid Traffic (IVT) and Ad Fraud Types on apps in the Google Play
Store and Apple App Store. Pixalate also released region-specific
versions for North America, APAC, EMEA, and LATAM.
The report details invalid traffic (IVT) within apps in the
Google Play Store and Apple App Store, including the number of
distinct apps impacted. Pixalate’s data science team analyzed over
91 billion open programmatic advertising impressions across 471k+
mapped mobile apps in Q1 2024. IVT types are rated most common
according to the share of invalid traffic within each mobile app
store.
Global Most Common Mobile In-App IVT Types
- Display Impression Fraud is the most common type of mobile
in-app IVT Globally on both the Apple App Store (28% of all IVT)
and Google Play Store (33%)
- Also in North America among both Google Play
Store (30%) and Apple Apps Store (26%)
- Also in APAC among both Google Play Store
(26%) and Apple App Store (28%)
- Also in in EMEA among both Google Play Store
(45%) and Apple App Store (37%)
- Also in LATAM among apps in the Google Play
Store (42%)
- Masked IP is the second most common mobile in-app IVT type
Globally on both app stores (14% Apple, 10% Google)
“Display Impression Fraud” refers to impressions that are
generated from the same browser or device at a statistically
significant inflated rate, per Pixalate’s analysis. “Masked IP”
refers to impressions in which the IP of a user does not match the
IP and the associated ISP reported in the advertising
transaction.
Download the full report to see more common mobile in-app IVT
types Globally.
Download All Global Reports for Most Common Mobile
In-App IVT Types:
- Global
- North America
- APAC
- EMEA
- LATAM
Pixalate is MRC-accredited for the detection and filtration of
Sophisticated Invalid Traffic (SIVT) across desktop and mobile web,
mobile in-app, and Connected TV (CTV). All of Pixalate’s MRC
accredited measurement areas can be found here.
For more information on IVT types, visit Pixalate’s IVT
knowledge base. About Pixalate
Pixalate is a global platform specializing in privacy
compliance, ad fraud prevention, and digital ad supply chain data
intelligence. Founded in 2012, Pixalate is trusted by regulators,
data researchers, advertisers, publishers, ad tech platforms, and
financial analysts across the Connected TV (CTV), mobile app, and
website ecosystems. Pixalate is accredited by the MRC for the
detection and filtration of Sophisticated Invalid Traffic
(SIVT). pixalate.com
Disclaimer
The content of this press release, and the Mobile’s Most Common
IVT Types by Region Reports, reflects Pixalate’s opinions with
respect to the factors that Pixalate believes can be useful to the
digital media industry. Any 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, opinions, which means that they are neither
facts nor guarantees.Pixalate is sharing this data not to impugn
the standing or reputation of any entity, person or app, but,
instead, to report findings and trends pertaining to the time
period studied.
- Most Common Mobile In-App IVT Types on Apps in the Apple App
Store and Google Play Store in Q1 2024
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com