1、Impact of Invalid Traffic(IVT)on Clicks Across Mobile&Tablet Web TrafficQ 2 2 0 2 4Mobile Web Click Fraud Benchmarks ReportQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMTABLE OF CONTENTS2TABLE OF CONTENTSABOUT THIS REPORTIn this report,Pixalate explores t

2、he various types of click-related invalid traffic(IVT),with a focus on mobile web ad traffic.Ad campaigns contracted on click-throughs rather than impressions often drive a market premium making them a common target for fraud schemes such as bot traffic.This report provides a variety of insights suc

3、h as the most common types of click-related IVT,associated ad unit sizes,and content categories with the highest click IVT rates.For this report,Pixalates data science and analyst team analyzed over 6 billion open programmatic advertising transactions across more than 100 million websites accessed f

4、rom mobile web browsers in the second quarter of 2024.Click Traffic Definitions 4 Key Takeaways.5 Click IVT Trends.6-10Appendix:IVT Types.11 Methodology.12-15 Q2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM33REPORT AUTHORSSoftware EngineerEzequiel DonovanA

5、mit ShettyVP ProductQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMCTRCTR stands for Click-Through Rate.It is the ratio of clicks by a user to the number of times the ad was shown.It is essentially a measure of how frequently users appear to interact with

6、an ad.Click FraudSince click-throughs often drive a market premium,they are a common target for fraud schemes such as bot traffic.However,determining IVT(including fraud)for click traffic is challenging because regular click traffic and IVT click traffic look similar in many ways.In addition,mapping

7、 clicks to impressions is challenging due to timing considerations.Pixalate is able to map clicks to impressions,and flag clicks for IVT using our Click Fraud Detection technology.Pixalate supports detection of a number of click related IVT types that could be generated by suspicious users,ad creati

8、ves or publishers.4DEFINITIONSCTR=x 100ClicksImpressionsTypes of click-related IVT opinions rendered by Pixalate:Suspicious Ad:Duplicate ClicksSuspicious UsersClick FarmDisplay Click FraudVideo Click FraudFast ClickerSuspicious Publishers:High CTR TrafficQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE W

9、EB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM5Mobile Web Click Fraud Benchmarks Report Key Insights:Global open programmatic click-related invalid traffic(IVT)rates Q2 2024;as measured by Pixalate15%of clicks on global Mobile/Tablet Web traffic were found to be invalid in Q2 2024.79%of mobile web i

10、nvalid clicks in Q2 2024 were flagged for Click Farm and Datacenter IVT.19%of clicks from mobile web traffic from LATAM region were found to be invalid in Q2 2024.970 x250 ad size had the highest mobile web click IVT rate,55%,in Q2 2024.Q2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|P

11、IXALATE.COM|INFOPIXALATE.COM 615%of clicks on global mobile/tablet web traffic in Q2 2024 were found to be invalid,according to Pixalates data.%of Clicks Flagged as InvalidCLICK IVT RATE BY PLATFORMGlobal open programmatic click-related invalid traffic(IVT)rates Q2 2024;as measured by PixalateWant m

12、ore data?Schedule a demo:pixal.at/demoQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM 732%29%26%*“Other”is composed of various measured IVT types like Fast Clicker,Masked IP,and Display Click Fraud IVT.TOP IVT TYPES ASSOCIATED WITH MOBILE WEB CLICK TRAFFIC

13、 Global open programmatic mobile/tablet web click-related invalid traffic(IVT)rates Q2 2024;as measured by PixalateQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM8Mobile/Tablet Web19%of clicks originating from LATAM region were found to be invalid in Q2 20

14、24,according to Pixalates data.%of Clicks Flagged as InvalidWant more data?Schedule a demo:pixal.at/demoMOST IMPACTED REGIONS BY MOBILE WEB CLICK IVTGlobal open programmatic mobile/tablet web click-related invalid traffic(IVT)rates Q2 2024;as measured by PixalateQ2 2024 CLICK FRAUD BENCHMARK REPORT:

15、MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM9Mobile/Tablet Web55%of clicks on the 970 x250 ad size were found to be invalid in Q2 2024,according to Pixalates data.%of Clicks Flagged as InvalidWant more data?Schedule a demo:pixal.at/demoMOBILE WEB CLICK IVT RATES ON POPULAR AD UNIT SIZESGlo

16、bal open programmatic mobile/tablet web click-related invalid traffic(IVT)rates Q2 2024;as measured by PixalateQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM10Mobile/Tablet Web32%of clicks on ads from mobile/tablet web domains in the Government category w

17、ere found to be invalid in Q2 2024,according to Pixalates data.%of Clicks Flagged as InvalidWant more data?Schedule a demo:pixal.at/demoTOP 5 CATEGORIES MOST IMPACTED BY MOBILE WEB CLICK IVTGlobal open programmatic mobile/tablet web click-related invalid traffic(IVT)rates Q2 2024;as measured by Pixa

18、lateQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM11CLICK FARM:Impressions/Clicks originating from a purported user who has been flagged as being associated with click farm activity.DISPLAY CLICK FRAUD:Clicks that are generated from the same browser or de

19、vice at a statistically significant inflated rate.VIDEO CLICK FRAUD:Video ad clicks that are generated from the same browser or device at a statistically significant inflated rate.DATA CENTER:The Users IP has a match in the Pixalate known Datacenter list.MASKED IP:The IP of a user does not match the

20、 IP and the associated ISP reported in the advertising transaction.IDIO BOTS:GIVT detection logic includes mechanisms to further detect and account for illogical placement dimension,which are inappropriate for trafficked ad creatives in accordance with the Interactive Advertising Bureaus(IAB)Standar

21、d Ad Portfolio(July 2017 VERSION 1.1).Measured traffic reflected in illogical placement dimensions(e.g.,0 x0,1x1,etc.)is now flagged and reported via Pixalates idioBots GIVT type.APPENDIX:IVT TYPESFAST CLICKER:Activity originating from users that generate clicks less than one second apart from their

22、 respective impressionDUPLICATE CLICKS:High volumes of clicks with the same“unique”identifier.HIGH CTR TRAFFIC:Traffic associated with domains or apps demonstrating high-risk CTR behavior.COOKIE STUFFING:Activity from a cookie that has connected to the internet via a statistically significant inflat

23、ed number of different IP Addresses.For more information regarding Pixalates reported Invalid Traffic Types,please visit our knowledge base article.METHODOLOGY&DISCLAIMERQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMEstimated Ad SpendPixalate calculates e

24、stimated monthly programmatic ad spend through statistical models that incorporate programmatic monthly active users(MAU),the average session duration per user,the average CPM for the category of a given app,and ad density.It is expressed in USD.Click FraudSince click-throughs often drive a market p

25、remium,they are a common target for fraud schemes such as bot traffic.However,determining IVT(including fraud)for click traffic is challenging because regular click traffic and IVT click traffic look similar in many ways.In addition,mapping clicks to impressions is challenging due to timing consider

26、ations.Pixalate is able to map clicks to impressions,and flag clicks for IVT using our Click Fraud Detection technology.Pixalate supports a number of click related IVT types that could be generated by suspicious users,ad creatives or publishers.Report ContextFor this report,Pixalates data science an

27、d analyst team analyzed over 6 billion open programmatic advertising transactions across more than 100 million websites,from mobile web browsers,in the second quarter of 2024.Invalid Traffic(IVT)As used herein,and per the MRC,“Invalid Traffic(IVT)is defined generally as traffic that does not meet ce

28、rtain ad serving quality or completeness criteria,or otherwise does not represent legitimate ad traffic that should be included in measurement counts.Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic(spiders,bots,etc.),or activity designed to produce fraud

29、ulent traffic.”13METHODOLOGYQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM14DISCLAIMERThe content of this report reflects Pixalates opinions with respect to the factors that Pixalate believes can be useful to the digital media industry.Any data shared is

30、grounded in Pixalates proprietary technology and analytics,which Pixalate is continuously evaluating and updating.Any references to outside sources should not be construed as endorsements.Pixalates opinions are just that,opinions,which means that they are neither facts nor guarantees.Pixalate is sha

31、ring this data not to impugn the standing or reputation of any entity,person or app,but,instead,to report findings and trends pertaining to the time period studied.This reportincluding all content set forth hereinconstitutes Pixalate“Materials”under Pixalates Terms of Use,and is licensed subject toa

32、nd conditioned expressly uponcompliance with each of the applicable terms and conditions of such Pixalate Terms of Use.Pixalate is a global platform for privacy compliance,ad fraud prevention,and data intelligence in the digital ad supply chain.Founded in 2012,Pixalates platform is trusted by regulators,data researchers,advertisers,publishers,ad tech platforms,and financial analysts across the Connected TV(CTV),mobile app,and website ecosystems.Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic(SIVT)ABOUT PIXALATEStay CTLLFF