New research from Pixalate on 44 billion open programmatic ad transactions reveals that click fraud rates across desktop web (19%), mobile web (15%) and mobile in-app (17%) will be 19% overall in Q2 2024. LATAM (27%) had the highest desktop web click fraud rates, followed by EMEA (21%), North America (19%) and APAC (12%).
LONDON, Aug. 27, 2024 (GLOBE NEWSWIRE) — Pixalatethe market-leading fraud prevention, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising, today released its Q2 2024 Global Click Fraud Benchmark Report. Desktop Web, Mobile Weband cell phone In-app advertising.
The report looks at how many open programmatic ad clicks were invalid or fraudulent (i.e. clicks flagged as invalid traffic (IVT)) in Q2 2024. Pixalate's data science team analyzed 44 billion open programmatic transactions across 176 million mobile and desktop websites and over 497,000 mobile apps to compile the research for this series.
Key findings
Desktop Web Click Fraud (Q2 2024)
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Invalid click rate: 19% The percentage of invalid clicks from global desktop web traffic decreased 27% quarter-over-quarter.
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Main types of click fraud: 69% What causes invalid clicks? Click Farm and Data Center Based Invalid Traffic (IVT)
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Most targeted ad size: 970×250 Ad sizes (59%).
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Regions with the highest click fraud rates: As measured by Pixalate, the highest desktop web click fraud rates were in the LATAM region (27%), followed by EMEA (21%), North America (19%) and APAC (12%).
Mobile Web Click Fraud (Q2 2024)
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Invalid click rate: 15% Percentage of global mobile/tablet web clicks that were invalid (unchanged quarter-over-quarter)
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Main types of click fraud: 79% Invalid clicks are flagged as click farms, Data Center Based IVT
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Most targeted ad size: 970×250 Ad sizes (55%)
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Regions with the highest click fraud rates: As measured by Pixalate, the highest mobile web click fraud rates were in the LATAM region (19%), followed by EMEA (17%).
Mobile App Click Fraud (Q2 2024)
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Invalid click rate: 17% Percentage of invalid mobile app clicks worldwide increased 70% quarter-over-quarter
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The main types of click fraud are: Duplicate clicks occurred 55% Mobile App Invalid Clicks
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Most targeted ad size: 320×480 Ad size most affected by click fraud (IVT rate 41%)
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Regions with the highest click fraud rates: As measured by Pixalate, North America had the highest rates of mobile app click fraud (31%), followed by EMEA (25%).
Pixalate has developed a solution to address these obstacles by using click fraud detection technology to effectively map clicks to impressions and identify IVT. Our platform can detect a variety of IVT types associated with suspicious users, ad creatives, or publishers.
Download your complimentary copy of Pixalate’s Q2 2024 Global Click Fraud Benchmark Report.
About Pixalate
Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital advertising supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the connected TV (CTV), mobile app, and website ecosystem. Pixalate is MRC accredited for Advanced Invalid Traffic (SIVT) detection and filtering. Pixalate
Disclaimer
Contents of this press release and Global Click Fraud Benchmark Q2 2024
Desktop, mobile app, and web traffic reports reflect Pixalate's opinions of factors that Pixalate believes are useful to the digital media industry. Data shared is based on Pixalate's proprietary technology and analysis, which Pixalate continually evaluates and updates. References to external sources should not be construed as recommendations. Pixalate's opinions are merely opinions and not facts or guarantees. Pixalate shares this data not to criticize the position or reputation of any particular entity, person, or app, but to report findings and trends for the period covered.
CONTACT: Nina Talcott ntalcott@pixalate.com