Pixalate Releases Q3 2023 Global Ad Fraud Benchmarks for Desktop & Mobile Web: 12% Global Invalid Traffic (IVT) Rate on Desktop Web


Research into global invalid traffic (IVT, including ad fraud) in open programmatic website advertising reveals a 25% IVT rate on desktop web traffic on Firefox browsers, compared to 9% on Safari

LONDON, UK, Dec. 20, 2023 (GLOBE NEWSWIRE) — Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q3 2023 Desktop & Mobile Web Invalid Traffic Benchmark Report, analyzing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on desktop, mobile and tablet websites as of Q3 2023.
The report benchmarks IVT and ad fraud across desktop and mobile web browsers by global region and country and mobile and tablet devices.

Key Findings: 


Open Programmatic Advertising on Desktop Web

  • 12% desktop web IVT rate in Q3 2023
    • Firefox Browser (25%) had the highest IVT rate in Q3 2023 among top 5 desktop web browsers
  • APAC (15%) reported the highest desktop IVT rate among all global regions
  • Traffic from India (32%) reported the highest desktop web IVT rate for any country

Open Programmatic Advertising on Mobile & Tablet Web

  • 10% global mobile & tablet web IVT rate in Q3 2023
  • Xiaomi mobile devices deemed most vulnerable for mobile web IVT (17%) 
  • LATAM (13%) reported the highest mobile web IVT rate among all global regions
  • U.S. and UK among lowest mobile web IVT rates at 9% & 8%, respectively

Download a free copy of the report today here.

About Pixalate
Pixalate is a global market-leading ad fraud protection, privacy, and compliance analytics platform. Pixalate works 24/7 to guard your reputation and grow your media value by offering the only system of coordinated solutions across display, app, video, and CTV for the detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.
The content of this press release, and the Q3 2023 Desktop and Mobile Web 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 desktop and mobile web browsers 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.”

CONTACT: Nina Talcott Pixalate Inc. [email protected] 

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