Pixalate’s Q2 2024 Global Open Programmatic Ad Fraud (IVT) Benchmarks for CTV, Mobile Apps, & Web

Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, released the Q2 2024 Global Ad Fraud and Invalid Traffic (IVT) Benchmark Reports, analysing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising in Q2 2024.

Pixalate released desktop and mobile web, Connected TV (CTV), mobile app, and region-specific versions of the report, including North America, EMEA, APAC, LATAM.

Pixalate's data science team analysed over 88 billion global open programmatic advertising impressions in Q2 2024 to compile this research. The reports benchmark IVT and ad fraud by global region (Global, North America, EMEA, APAC, LATAM), country, browser (Google Chrome, Firefox, Apple Safari, Microsoft Edge, Opera), device type, app category, ads.txt, and additional breakdowns. Pixalate’s findings concerning the mobile web traffic analysis cover smartphones as well as tablet devices.

Key Findings

IVT Benchmarks in Open Programmatic Advertising on Desktop Web

• Desktop web: Global IVT rate of 11.1%; Regional IVT rates were 12.8% in North America, 9.6% (EMEA), 8.1% (LATAM), and 7.8% (APAC)
• Mobile apps: 20% global IVT rate, resulting in an estimated $1.28bn (£973.5mn)) spent on ad fraud and IVT in open programmatic mobile in-app advertising
• CTV: 19.4% global IVT rate, resulting in an estimated $1.14bn (£867.1mn) spent on ad fraud and IVT in open programmatic CTV advertising

Download all of Pixalate’s Ad Fraud Benchmarks Reports

• Global Ad Fraud Benchmarks - Desktop and Mobile Web
• Global Ad Fraud Benchmarks - Connected TV (CTV)
• Global Ad Fraud Benchmarks - Mobile Apps
• North America Ad Fraud Benchmarks
• EMEA Ad Fraud Benchmarks
• APAC Ad Fraud Benchmarks
• LATAM Ad Fraud Benchmarks