Pixalate's Q1 2024 Global Ad Fraud (IVT) Benchmarks for Mobile Apps: $1.4 Billion Spent on Ad Fraud & Invalid Traffic (IVT) Across Apps in the Google and Apple App Stores; IVT Rises 15% YoY
May 23 2024 - 2:11PM
Pixalate, the global market-leading ad fraud protection, privacy,
and compliance analytics platform, today released the Q1 2024
Global Mobile App Invalid Traffic Benchmark Report, analyzing the
invalid traffic (IVT, including ad fraud) rates for open
programmatic advertising on mobile apps from the Google Play Store
and Apple App Store.Pixalate's data science team analyzed 5.1M
active mobile apps and 50+ billion global open programmatic
advertising impressions in Q1 2024 to compile this research. The
report benchmarks IVT and ad fraud across mobile apps by global
region (Global, North America, EMEA, APAC, LATAM), by country,
app-ads.txt files, and additional breakdowns.
Key
Findings IVT Benchmarks in Open Programmatic
Advertising on Mobile Apps
- In Q1 2024, the global mobile app IVT rate in the open
programmatic mobile in-app ad marketplace was 23%,
accounting for an estimated $1.4 billion in ad
spend on ad fraud and IVT
- Mobile app IVT increased by 15% YoY
- IVT risk on mobile apps that do not have an app-ads.txt files
was 73% higher compared to apps
that have an app-ads.txt file
- The APAC region had the highest mobile in-app
IVT rate in Q1 2024 (30%)
- South Korea had the highest IVT rate in the
open programmatic mobile in-app ad marketplace
(36%), according to Pixalate’s data
- Google Play Store apps had an 18% higher IVT
risk than Apple App stores
Download a complimentary copy of Pixalate’s Q1 2024 Mobile App
Invalid Traffic Benchmark Report here.Download all of
Pixalate’s Ad Fraud Benchmarks Reports
- Global - Desktop and Mobile Web
- Global - Connected TV (CTV)
- Global - Mobile Apps
- LATAM
- North America
- EMEA
- APAC
About PixalatePixalate is a global platform for
privacy compliance, ad fraud prevention, and data intelligence in
the digital ad supply chain. Founded in 2012, Pixalate’s platform
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
MRC-accredited for the detection and filtration of Sophisticated
Invalid Traffic (SIVT). www.pixalate.com
DisclaimerThe content of this press release,
and the Q1 2024 Mobile App Invalid Traffic Benchmarks Report (the
"Report"), reflect Pixalate's opinions with respect to 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 programmatic advertising activity across mobile apps
in the time period studied. Pixalate does not independently verify
third-party information. Per the Media Rating Council (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.” IVT is also sometimes referred to as “ad fraud.” 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.”
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com