Lunio：2024年广告支出浪费报告：无效流量的全球影响（中译版）（61页）.pdf

1、Wasted Ad Spend Report 2024The Global Impact of Invalid Traffic2|Wasted Ad Spend Report 2023 IntroductionMethodologyExecutive SummaryInvalid Traffic by Channel Analysis by ChannelLinkedInGoogle Video PartnersX(Formerly Twitter)MetaPinterestTikTokMicrosoft Ads/BingGoogle Display NetworkPerformance Ma

2、xGoogle Search(inc.Shopping)YouTubeInvalid Traffic by Company SizeInvalid Traffic by IndustryIndustry AnalysisInvalid Traffic by Region3.4.6.13.14.15.16.17.18.19.20.21.22.23.24.25.26.27.29.Table of Contents 32.33.34.35.36.37.38.39.40.43.44.45.47.51.52.52.53.54.54.55.56.57.59.60.The Paid Media Traffi

3、c Quality SurveyThe Business Impact of Invalid TrafficWorking with Smaller Budgets in 2023Are Ad Networks Combatting Invalid Traffic?Claiming Refunds for Invalid TrafficUsing Third-Party Invalid Traffic Prevention SolutionsManually Blocking Invalid TrafficImproving Targeting with Audience Exclusions

4、Fake Lead Submissions from Paid Media CampaignsTop 3 Performance Marketing Concerns in 2023 IAS-The Role of Viewability in Reducing Wasted SpendHow Does Viewability Complement Click Data?Where Does the IAS Data Come From?Overall Trends in Viewability RatesOverall Trends for Time-in-View Scope 3-The

5、Environment Impact of Digital Advertising&Invalid TrafficWhere Does the Scope3 Data Come From?Overall State of Digital Advertising Carbon EmissionsEmission at the Per-Impression BasisClimate Emissions in Programmatic&DisplayDefunding Climate Risk InventoryViewability&Carbon EmissionsIdentifying Wast

6、e Within Programmatic Supply ChainsCarbon Emissions Per-ClickCalculating Carbon Wasted on IVTConclusionAbout3|Wasted Ad Spend Report 2024IntroductionWhat is Invalid Traffic?Invalid traffic(IVT)refers to any website visits that dont come from a real person with genuine interest.It can include bots(bo