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1、Q 2.2 0 2 4 An analysis of invalid traffic(IVT)in the desktop and mobile web open programmatic advertising ecosystemDESKTOP&MOBILE WEB INVALID TRAFFIC(IVT)&AD FRAUD BENCHMARKSDESKTOP AND MOBILE WEB INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COMSCOPE:TABLE OF CONTENTS2Table of ContentsP

2、ixalates Invalid Traffic(IVT)&Ad Fraud Benchmarks Report highlights the current state of IVT and ad fraud for stakeholders in programmatic advertising.Pixalates data science team analyzed 19+billion global open programmatic advertising impressions across desktop and mobile web in Q2 2024 to compile

3、this research.Executive Summary.4IVT Rates by Platform.5 Desktop Web Trends.6-11Mobile Web Trends.12-17Methodology&Disclaimer 18-20 DESKTOP AND MOBILE WEB INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COMAlba Del VillarHawn SmithAd Fraud Product ManagerChief Economist DESKTOP AND MOBILE W

4、EB INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COM4This research report explores the evolution of IVT rates in the open programmatic web ad marketplace over time,providing a comparison across global regions,analyzing IVT rates by device,and comparing IVT rates on mobile websites with de

5、sktop websites.As of Q2 2024,the global IVT rate for desktop web stands at 11.1%,lower than mobile web(11.6%),CTV apps(19%),and mobile apps(20%),according to Pixalates data.IVT rate in the open programmatic mobile web ad marketplace for Q2 2024,increases from 10.3%in Q1 2024 to 11.6%in Q2 2024.North

6、 America holds the highest mobile web IVT rate of any global region at 17.5%,while Latin America holds the lowest IVT rate at 6.6%in Q2 2024.IVT rate in the open programmatic desktop web ad marketplace for Q2 2024 is 11.1%remaining stable for three consecutive quarters from Q4 2023 to Q2 2024North A