Mobile Advertising

Q1 2023 Invalid Traffic Benchmarks Report: Pixalate

Research study also reveals 20% IVT rate across Apple and Google apps in Q1 2023, the lowest reported in over a year

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2023 Invalid Traffic Benchmarks Report, a comprehensive examination of the global state of IVT and ad fraud in Q1 2023 across the top two CTV (Roku, Amazon Fire TV) and mobile (Apple, Google) app stores.

Key Findings: Q1 2023 IVT Benchmarks

Global IVT on Connected TV rises above 20% again

  • 21% global IVT rate for open programmatic ads on CTV devices in Q1 2023, up from ~18% during Q3 and Q4 2022
  • Apps in the ‘News’ category had the highest IVT rate on both Roku and Amazon Fire TV
  • Google Chromecast devices had the highest IVT rate (53%)

Global IVT on mobile apps drops to 20%

  • 20% mobile in-app IVT rate in Q1 2023, the lowest mark in a year
  • Apps on the Google Play Store had a higher IVT rate than apps on the Apple App Store in Q1 2023 (20% vs. 18%)
  • Mobile app traffic from the USA had the highest rate of IVT (23%)

What’s inside the report:

Pixalate’s Q1 2023 Invalid Traffic Benchmarks Report includes:

  • CTV Invalid Traffic by:
    • Device & Country
    • App-ads.txt
    • App Category (within Roku, Amazon Fire TV)
  • Mobile In-App Invalid Traffic by:
    • App Store (Google vs. Apple)
    • Country of Traffic
    • App Country of Registry
    • App-ads.txt
    • App Category (within Apple, Google)

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