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1、Q 4.2 0 2 3 An analysis of invalid traffic(IVT)in the desktop and mobile web open programmatic advertising ecosystemDESKTOP&MOBILE WEB INVALID TRAFFIC(IVT)&AD FRAUD BENCHMARKSEXECUTIVE SUMMARYPixalates Desktop&Mobile Web Invalid Traffic(IVT)&Ad Fraud Benchmarks Report highlights the current state of

2、 IVT and ad fraud for stakeholders in programmatic advertising.Pixalates data science teams research is based on an analysis of 15+billion open programmatic desktop and mobile web ad impressions in Q4 2023.The research found that between 9%-11%of website traffic is deemed invalid.Additionally,the st

3、udy shows that desktop traffic(11%)is slightly more susceptible to IVT than mobile traffic(9%).The research also suggests that Firefox browsers may be more susceptible to IVT,with rates as high as 22%,compared to Chrome and Safari.The data indicates that North America with 11%IVT rate appears most i

4、mpacted by mobile web IVT,while APAC with 12%has the highest IVT rate for desktop web traffic.2TABLE OF CONTENTS Executive Summary.3Key Stats.4-5Desktop Web.6-8By Region(6)By Country(7)By Browser(8)Mobile Web.9-12By Region(9)By Country(10)By Browser(11)By Device(12)Ads.txt Analysis.13Methodology.14-

5、17Amit Shetty,VP Product,Pixalate3KEY STATS:THE STATE OF WEBSITE INVALID TRAFFIC&AD FRAUDOpen programmatic invalid traffic(IVT)trends;Q4 2023;global;as measured by Pixalate9%global invalid traffic(IVT)rate for mobile web in Q4 20234%Safari mobile web traffic had 4%IVT rate in Q4 202312%desktop web I

6、VT rate in APAC,LATAM and North America,above EMEA(8%)11%global invalid traffic(IVT)rate for desktop web in Q4 202322%Firefox desktop web traffic had a 22%IVT rate in Q4 202311%mobile web IVT rate in North America,highest among any region in the worldWEB INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|20