Pixalate Releases Q3 2023 Global Ad Fraud Benchmarks for Mobile Apps: 21% Invalid Traffic (IVT) Rate Across Apps in Google, Apple Stores


Research into global invalid traffic (IVT, including ad fraud) in open programmatic mobile in-app advertising reveals that apps from the Google Play store (23%) have a higher IVT rate than apps from the Apple App Store (17%)

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 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.

The report benchmarks IVT and ad fraud across mobile apps by region, by country and additional breakdowns.


Key Findings: 

Open Programmatic Advertising on Mobile Apps

  • 21% global mobile app IVT rate in Q3 2023
    • Google-hosted apps (23%) had higher IVT than Apple (17%)
  • LATAM (26%) reported the highest mobile app IVT rate among all global regions
    • North America was the lowest (19%)
  • Traffic from Brazil (38%) reported the highest mobile app IVT rate for any country
  • Mobile apps with no listed country of registry had the highest IVT rate (36%)
  • Apps in Apple’s ‘Photo & Video’ category had a 44% IVT rate – nearly double any other category

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 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.”

CONTACT: Nina Talcott Pixalate Inc. [email protected] 

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