Pixalate: Mobile App Invalid Traffic and Ad Fraud Report for the First Quarter of 2024
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The global mobile app invalid traffic (IVT) rate is 23% in the first quarter of 2024, and the resulting IVT advertising expenditure is estimated to be US$1.4 billion (including ad fraud). Global mobile application open advertising programmatic buying traffic IVT increased by 15% year-on-year. The Asia-Pacific region has the highest IVT rate, reaching 30% in the first quarter of 2024, while the global IVT rate for mobile app open advertising programmatic buying traffic is 23%. South Korea has the highest IVT rate for mobile app traffic (36%). In the first quarter of 2024, the IVT rate for apps on the Google Play Store was 18% higher than that on the Apple App Store. Apps without app ads had higher CTR (+78%). According to Pixalate’s measurements, in Q1 2024, mobile apps will have the highest IVT rate for global open ad programmatic traffic compared to CTV, desktop, and mobile web. According to Pixalate's estimates, in the first quarter of 2024, IVT (including ad fraud) losses for open programmatic spending on mobile app ads reached $140 million, accounting for 23% of global open programmatic spending on mobile app ads ($6.2 billion). According to Pixalate, mobile apps without an app-ads.txt file have a higher IVT rate (+78%) compared to apps with an app-ads.txt file.
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