Pixalate Reports Q2 2024 Ad Fraud Benchmarks for Web Traffic
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Overview of Pixalate's Q2 2024 Ad Fraud Benchmarks
Pixalate, a leader in ad fraud protection and compliance analytics, has recently published its findings on the global rates of invalid traffic (IVT) for both desktop and mobile web during Q2 2024. This report serves as a comprehensive analysis of ad fraud, delivering insights derived from over 19 billion global programmatic impressions.
Understanding Invalid Traffic (IVT) Rates
Invalid traffic refers to non-human interactions or fraudulent activities that can compromise the integrity of online advertising. This report highlights the importance of identifying and mitigating IVT, showcasing current trends that impact the digital advertising ecosystem.
Findings on Desktop Web Traffic
According to the data collected by Pixalate, the global IVT rate for desktop web traffic is recorded at 11.1%. This figure is notably lower than the rate seen in mobile web traffic, which stands at 11.6%. The report details regional discrepancies in IVT rates as follows:
- North America: 12.8%
- EMEA: 9.6%
- LATAM: 8.1%
- APAC: 7.8%
Mozilla Firefox emerged as the most impacted browser, experiencing a staggering 25% IVT rate, while Microsoft Edge followed with 15%. These findings raise concerns regarding the efficacy of programmatic advertising strategies on these platforms.
Insights on Mobile Web Traffic
On the mobile front, the IVT rate reached 11.6%. Specific regional data reveals:
- North America: 17.5%
- EMEA: 8%
- APAC: 7.8%
- LATAM: 6.6%
The highest IVT rates among mobile web traffic were also noted in the USA (17.5%) and Canada (17.4%), with Brazil (5.5%) and Italy (4.8%) having the lowest rates observed. This data is crucial for advertisers aiming to refine their targeting and reduce exposure to ad fraud.
Importance of Ad Fraud Prevention
In the face of continuously evolving digital trends, the necessity for robust ad fraud prevention strategies has never been clearer. Pixalate's platform is designed to provide essential data intelligence, enabling stakeholders in the advertising space to optimize their operations against fraudulent activities. The necessity for vigilance becomes evident as these findings reveal concerning trends in IVT rates across both desktop and mobile platforms.
About Pixalate
Established in 2012, Pixalate specializes in privacy compliance, ad fraud prevention, and data intelligence within the digital advertisement supply chain. With recognition from regulators and industry leaders alike, Pixalate continues to be a beacon of integrity in the digital marketing landscape. The company maintains a commitment to combating sophisticated invalid traffic, ensuring advertisers maintain trust and transparency in their operations.
Frequently Asked Questions
What is invalid traffic (IVT)?
Invalid traffic refers to any interaction with online advertisements that does not represent genuine human engagement, often resulting from automated bots or fraudulent practices.
How does Pixalate collect its data?
Pixalate's data science team compiles findings from billions of global impressions across various platforms and regions, leveraging their advanced technology for accuracy.
What are the implications of high IVT rates?
High IVT rates can result in wasted advertising expenditure, skewed performance metrics, and diminished trust in digital marketing practices.
Which browser has the highest IVT rate according to this report?
Mozilla Firefox exhibited the highest IVT rate at 25%, highlighting a significant area of concern for advertisers using this platform.
Why is it important to prevent ad fraud?
Preventing ad fraud is essential for protecting the integrity of advertising budgets, ensuring that marketing efforts reach the intended audience without interference from malicious activities.
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