1、Q 3 2 0 2 4Mobile App Click Fraud Benchmarks ReportImpact of Invalid Traffic(IVT)on Clicks Across Mobile&Tablet App TrafficQ3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMABOUT THIS REPORT:Click Traffic Definitions.4 Key Takeaways.5 Click IVT Trends.6-10Ap

2、pendix:IVT Types.11 Methodology.12-15 2Table of ContentsIn this report,Pixalate explores the various types of click-related invalid traffic(IVT),with a focus on open programmatic ad traffic on mobile apps.Ad campaigns contracted on click-throughs rather than impressions often drive a market premium

3、making them a common target for fraud schemes such as bot traffic.This report provides a variety of insights,such as the most common types of click-based IVT,associated ad unit sizes,and app store categories with the highest click IVT rates.For this report,Pixalates data science and analyst team ana

4、lyzed almost 30 billion open programmatic advertising transactions across more than 400 thousand mobile apps,in the third quarter of 2024.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM33REPORT AUTHORSSoftware EngineerEzequiel DonovanAmit ShettyVP Product

5、Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|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 an ad.Click FraudSi

6、nce 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 clicks to impressi

7、ons 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 creatives or publishers.4

8、DEFINITIONSCTR=x 100ClicksImpressionsTypes of click-related IVT opinions rendered by Pixalate:Suspicious Ad:Duplicate ClicksSuspicious UsersClick FarmDisplay Click FraudVideo Click FraudFast ClickerSuspicious Publishers:High CTR TrafficQ3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|P

9、IXALATE.COM|INFOPIXALATE.COM511%of clicks on global mobile app traffic were found to be invalid in Q3 2024.55%of mobile app invalid clicks in Q3 2024 were found to be generated by Duplicate Clicks.17%of clicks from mobile app traffic from North America region were found to be invalid in Q3 2024.320

10、x480 ad size had the highest mobile/tablet app click IVT rate,36%,in Q3 2024.Mobile App Click Fraud Benchmarks Report Key Insights:Global open programmatic click-related invalid traffic(IVT)rates Q3 2024;as measured by Pixalate11%11%of Clicks on Global Mobile Apps Traffic were found to be Invalid in

11、 Q3 2024,according to Pixalates data.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM7%of Clicks Flagged as InvalidWant more data?Schedule a demo:pixal.at/demoCLICK IVT RATE BY PLATFORMGlobal open programmatic click-related invalid traffic(IVT)rates Q3 202

12、4;as measured by Pixalate55%55%of Mobile Apps Invalid Clickswere for Duplicate Clicks IVT in Q3 2024,as measured by Pixalate.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM9Want more data?Schedule a demo:pixal.at/demoTOP IVT TYPES ASSOCIATED WITH MOBILE A

13、PP CLICK TRAFFIC Global open programmatic mobile/tablet app click-related invalid traffic(IVT)rates Q3 2024;as measured by Pixalate*“Other”is composed of various measured IVT types like Datacenter,Fast Clicker IVT,and Video Click Fraud.17%17%of Mobile Apps Clicks originating from North America regio

14、n were found to be Invalid in Q3 2024,according to Pixalates data.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM11Want more data?Schedule a demo:pixal.at/demoMOST IMPACTED REGIONS BY MOBILE APP CLICK IVTGlobal open programmatic mobile/tablet app click-re

15、lated invalid traffic(IVT)rates Q3 2024;as measured by Pixalate36%36%of Mobile Apps Clicks on the 320 x480 ad size were found to be Invalid in Q3 2024,according to Pixalates data.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM13Want more data?Schedule a d

16、emo:pixal.at/demoMOBILE APP CLICK IVT RATES ON POPULAR AD UNIT SIZESGlobal open programmatic mobile/tablet app click-related invalid traffic(IVT)rates Q3 2024;as measured by Pixalate47%47%of Clicks on Ads found on Mobile Apps in the Photo&Video category were found to be Invalid in Q3 2024,according

17、to Pixalates data.Q3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM15Want more data?Schedule a demo:pixal.at/demoTOP 5 CATEGORIES MOST IMPACTED BY MOBILE APP CLICK IVTGlobal open programmatic mobile/tablet app click-related invalid traffic(IVT)rates Q3 2024

18、;as measured by PixalateQ3 2024 CLICK FRAUD BENCHMARK REPORT:DESKTOP WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMCLICK 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

19、 same browser or device 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 Pixalates known Datacenter list.MASKED IP:The IP of a user do

20、es not match the IP and the associated ISP reported in the advertising transaction.IDIO BOTS:Bots(or users)that change their User Agent string(spoofing),while keeping the same cookie.16APPENDIX:IVT TYPESFAST CLICKER:Activity originating from users that generate clicks less than one second apart from

21、 their 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

22、inflated number of different IP Addresses.For more information regarding Pixalates reported Invalid Traffic Types,please visit our knowledge base article.METHODOLOGY&DISCLAIMERQ3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMEstimated Ad SpendPixalate calcu

23、lates estimated 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 m

24、arket 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 clicks to impressions is challenging due to timing c

25、onsiderations.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 sci

26、ence and analyst team analyzed almost 30 billion open programmatic advertising transactions across more than 400 thousand mobile apps,in the third 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 certain ad ser

27、ving 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 fraudulent traffi

28、c.”18METHODOLOGYQ3 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE APPS|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM19DISCLAIMERThe 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 grounded in

29、 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 sharing this d

30、ata 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 toand conditio

31、ned 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