Pixalate Releases Global August 2024 Most Common Mobile In-App Invalid Traffic (IVT) Types Report

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for connected TV (CTV) and mobile advertising, today (September 26th, 2024) released the August 2024 Most Common Mobile Invalid Traffic (IVT) Types Report. The report examines the most common types of mobile invalid traffic across North America, Europe, the Middle East, Africa (EMEA), Asia-Pacific (APAC), and Latin America (LATAM) on the Google Play and Apple App Stores. 

Pixalate’s data science team analysed over 35 billion open programmatic advertising impressions across over 700k mapped mobile apps in August 2024. IVT types are rated most common by Pixalate according to the share of invalid traffic found within each mobile app store. 

Most Common Mobile IVT Types Key Findings by Region:

North America

• Google Apps:
  • Display Impression Fraud: 24% share of voice of invalid traffic (IVT)
  • High-Risk Device ID: 19% share of voice of IVT
• Apple Apps:
  • Display Impression Fraud: 20% share of voice of IVT
  • Device ID Stuffing Traffic: 12% share of voice of IVT

LATAM

• Google Apps:
  • Display Impression Fraud: 40% share of voice of IVT
  • App Spoofing: 15% share of voice of IVT
• Apple Apps:
  • Device ID Stuffing: 37% share of voice of IVT
  • Display Impression Fraud: 23% share of voice of IVT

EMEA

• Google Apps:
  • Display Impression Fraud: 40% share of voice of IVT
  • Masked IP: 12% share of voice of IVT
• Apple Apps:
  • Display Impression Fraud: 36% share of voice of IVT
  • Masked IP: 25% share of voice of IVT

APAC

• Google Apps:
  • Display Impression Fraud: 21% share of voice of IVT
  • App Spoofing: 17% share of voice of IVT
• Apple Apps:
  • Display Impression Fraud: 30% share of voice of IVT
  • Display Impression Fraud: 20% share of voice of IVT

The report includes a list of the Top 10 Google Play Store and Apple App Store apps with the highest IVT rate, as measured by Pixalate.

Download the full reports here.

• North America
• LATAM
• EMEA
• APAC

For additional information on IVT types, visit Pixalate’s IVT knowledge base.