Pixalate Reports Q2 2024 Click Fraud Benchmark Insights
Pixalate's Q2 2024 Global Click Fraud Benchmark Reports Released
Pixalate, a market-leading fraud protection platform, has recently launched the Q2 2024 Global Click Fraud Benchmarks Reports. This series examines fraudulent click rates across mobile apps, desktop web, and mobile web advertising traffic. The findings show a significant rise in click fraud activities, raising concerns for advertisers and stakeholders in the digital advertising ecosystem.
Comprehensive Analysis of Click Fraud Rates
The reports provide a thorough analysis of invalid clicks on open programmatic advertisements flagged for invalid traffic (IVT) during Q2 2024. Pixalate's data science team contentiously reviewed over 44 billion open programmatic transactions spanning more than 176 million websites and over 497,000 mobile applications to compile this detailed research.
Desktop Web Click Fraud Insights
The Q2 2024 report indicates that 19% of global desktop web traffic clicks were invalid, which is a 27% decrease compared to the previous quarter. The predominant types of click fraud were primarily attributed to click farms and datacenter-based IVT, which together constituted 69% of the invalid clicks. Additionally, the research revealed that the 970x250 ad size was the most heavily impacted by click fraud, accounting for 59% of invalid clicks. Geographically, the LATAM region led in click fraud rates at 27%, followed by EMEA, North America, and APAC.
Mobile Web Click Fraud Findings
The mobile web segment reflected an invalid click rate of 15%, remaining unchanged from the previous quarter. Similar to the desktop findings, 79% of invalid clicks were related to click farms and datacenter-based IVT. Again, the 970x250 ad size emerged as the most targeted, experiencing 55% of invalid traffic. The LATAM region also topped the charts for mobile web click fraud, with a rate of 19%, closely followed by EMEA at 17%.
Increased Fraud in Mobile App Advertising
Among mobile apps, the invalid click rate has surged to 17%, demonstrating a staggering 70% increase quarter-over-quarter. Duplicate clicks emerged as the dominant type, generating 55% of invalid clicks specifically within mobile applications. The 320x480 ad size was notably the most affected, revealing a 41% IVT rate. The North America region was singled out with the highest mobile app click fraud rate at 31%, followed by EMEA at 25%.
Addressing Click Fraud Challenges
In response to these increasing threats, Pixalate has implemented Click Fraud Detection technology aimed at accurately mapping clicks to their respective impressions and identifying various types of IVT. This solution is crucial for marketers seeking to navigate the challenges of advertising in an environment increasingly plagued by fraudulent activities. With this technology, Pixalate enhances the detection of suspicious users, ad creatives, and publishers, aiming to safeguard advertisers' investments.
About Pixalate
Established in 2012, Pixalate ranks as a premier global platform dedicated to ensuring privacy compliance and preventing ad fraud. The company serves a wide range of clients, including regulators, advertisers, publishers, ad tech platforms, and financial analysts. This trust is bolstered by Pixalate's accreditation from the MRC for the effective detection and filtration of Sophisticated Invalid Traffic (SIVT), ensuring robust analytics and protection.
Frequently Asked Questions
What are the main findings from Pixalate's Q2 2024 report?
Pixalate's Q2 2024 report reveals significant increases in click fraud, particularly in mobile apps, which saw a 70% increase in invalid clicks, while desktop web traffic showed a 19% invalid rate.
Which region experienced the highest rate of click fraud?
The LATAM region recorded the highest click fraud rate for desktop and mobile web, while North America exhibited the highest rate in mobile app advertising.
What technology does Pixalate use to combat click fraud?
Pixalate employs Click Fraud Detection technology that helps map clicks to impressions, identifying various types of invalid traffic effectively.
How does click fraud impact digital advertising?
Click fraud can significantly affect the return on investment for advertisers, as invalid clicks can lead to wasted budget and skewed analytics, complicating effective targeting.
What is Pixalate's mission?
Pixalate's mission focuses on enhancing privacy compliance, preventing ad fraud, and providing comprehensive data intelligence in the digital ad supply chain.
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