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1、Q 4.2 0 2 3 An analysis of invalid traffic(IVT)in the mobile app open programmatic advertising ecosystemMOBILE APPINVALID TRAFFIC(IVT)&AD FRAUD BENCHMARKSMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM2TABLE OF CONTENTS Executive Summary.3Key Stats.4-6Global IVT.7-12

2、IVT Trends(7)By Region(8)By Country(9)By Country of Registry(10)By App Category(11-12)app-ads.txt Analysis.13Methodology.14-17Amit Shetty,VP Product,PixalateEXECUTIVE SUMMARYPixalates Mobile App Invalid Traffic(IVT)&Ad Fraud Benchmarks Report highlights the current state of IVT and ad fraud for stak

3、eholders in programmatic advertising.Pixalates data science teams research is based on an analysis of 35+billion open programmatic mobile in-app ad impressions in Q4 2023.The research found that IVT rates on mobile apps were 21%in Q4 2023,which is a decrease from the same period in the previous year

4、(25%).The research further reveals that IVT rates were 37%higher on Google Play Store apps(22%)compared to Apple App Store apps(16%).Moreover,the data highlights that apps with no country of registry have higher levels of IVT,with a 32%IVT rate.Another interesting insight was that apps not protected

5、 by an app-ads.txt had 73%higher IVT.MOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM3KEY STATS:THE STATE OF MOBILE APP INVALID TRAFFIC&AD FRAUDOpen programmatic invalid traffic(IVT)trends;Q4 2023;global;as measured by Pixalate33%Highest IVT rates found on S.Korean an

6、d Thailand open programmatic mobile in-app traffic35%IVT rate on“Health&Fitness”apps from the Google Play Store32%IVT rate on apps with no listed country of registry21%global mobile in-app IVT rate(22%on Google-hosted apps,16%on Apple-hosted apps)23%IVT rate in APAC,followed by LATAM(21%)+73%higher

7、IVT rate on apps without app-ads.txt files than on apps with app-ads.txt files?MOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM4IVT RATE ON MOBILE APPS VS.OTHER PLATFORMSOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate21

8、%IVT rate in the open programmatic mobile in-app ad marketplace in Q4 2023 higher than the global average of all open programmatic advertising(18%),according to Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM

9、5MOBILE APPS:GLOBAL IVT RATE-GOOGLE VS.APPLEOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate+37%higher IVT rate among apps in the Google Play Store vs.Apple App Store in Q4 2023,per Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP

10、INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM6MOBILE APPS:GLOBAL IVT RATEOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate21%Q4 2023 IVT rate in the open programmatic mobile in-app ad marketplace,per Pixalates data.Want more data

11、?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM733%Q4 2023 IVT rate for Thailand and S.Korea,in the open programmatic mobile in-app ad marketplace,per Pixalates dataMOBILE APPS:IVT RATE BY COUNTRY OF TRAFFICOpen programmatic mobile in-ap

12、p invalid traffic(IVT)rates;Q4 2023;global;as measured by PixalateWant more data?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM8MOBILE APPS:IVT RATE BY REGION OF TRAFFICOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;gl

13、obal;as measured by Pixalate23%Q4 2023 IVT rate in the open programmatic mobile in-app ad marketplace for APAC-based traffic,per Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM9MOBILE APPS:IVT RATE BY APP COU

14、NTRY OF REGISTRYOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate35%IVT rate in the open programmatic mobile in-app ad marketplace for Q4 2023 on apps registered in S.Korea,per Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP INVALI

15、D TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM10MOBILE APPS:IVT RATE BY APP CATEGORY(APPLE ONLY)Open programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate28%IVT rate in the open programmatic mobile in-app ad marketplace for Q4 2023 on Apple App

16、Store apps in the Lifestyle category,per Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM11MOBILE APPS:IVT RATE BY APP CATEGORY(GOOGLE ONLY)Open programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;glo

17、bal;as measured by Pixalate35%IVT rate in the open programmatic mobile in-app ad marketplace for Q4 2023 on Google Play Store apps in the Health&Fitness category,per Pixalates data.Want more data?Schedule a demo:pixal.at/demoMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALAT

18、E.COM12MOBILE APPS:IVT RATE BY APP-ADS.TXTOpen programmatic mobile in-app invalid traffic(IVT)rates;Q4 2023;global;as measured by Pixalate+73%higher IVT rate in Q4 2023 on mobile apps that do not have an app-ads.txt file,compared to apps that have an app-ads.txt file,per Pixalates data.Want more dat

19、a?Schedule a demo:pixal.at/demoMETHODOLOGY&DISCLAIMERMOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM14METHODOLOGYGeneralPixalates data science and analyst team analyzed programmatic advertising activity to compile this research.The research contained herein represent

20、s data collected by Pixalate from Q4,2023.The report examines global programmatic advertising activity.Pixalates datasets which are used exclusively to derive these insights consist predominantly of buy-side open auction programmatic traffic sources.Pixalate monitors billions of web,CTV,and mobile i

21、n-app programmatic advertising impressions across over 10 million websites and apps(including delisted).Country of TrafficPixalate determines the country of traffic based on IP address and/or geolocation data.Country of RegistrationThe country of registration for a given app is determined only if a)

22、the app has a physical address published in its app store page,or otherwise b)from the registrant physical address of the publisher domain listed in the app store page excluding privately registered ones.If none is available,the physical address associated with an app cannot be determined.Sometimes,

23、the same developer may list different countries of registration for different apps.A note on Invalid Traffic(IVT)Per the Media Rating Council(MRC),“Invalid Traffic is defined generally as traffic that does not meet certain ad serving quality or completeness criteria,or otherwise does not represent l

24、egitimate ad traffic that should be included in measurement counts.Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic(spiders,bots,etc.),or activity designed to produce fraudulent traffic.”Where the traffic characteristics are suggestive of deliberate inten

25、t to mislead,such IVT is often referred to as“ad fraud.”Also per the MRC,“Fraud is not intended to represent fraud as defined in various laws,statutes and ordinances or as conventionally used in U.S.Court or other legal proceedings,but rather a custom definition strictly for advertising measurement

26、purposes.”MOBILE APP INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM15DISCLAIMERThe content of this report reflects Pixalates opinions with respect to the factors that Pixalate believes can be useful to the digital media industry.Any data shared is grounded in Pixalates proprie

27、tary technology and analytics,which Pixalate is continuously evaluating and updating.Any references to outside sources should not be construed as endorsements.Pixalates opinions are just that,opinions,which means that they are neither facts nor guarantees.Pixalate is sharing this data not to impugn

28、the standing or reputation of any entity,person or app,but,instead,to report findings and trends pertaining to the time period studied.Pixalate is a global platform for privacy compliance,ad fraud prevention,and data intelligence in the digital ad supply chain.Founded in 2012,Pixalates platform is trusted by regulators,data researchers,advertisers,publishers,ad tech platforms,and financial analysts across the Connected TV(CTV),mobile app,and website ecosystems.Pixalate is MRC-accredited for the detection and filtration of Sophisticated Invalid Traffic(SIVT)ABOUT PIXALATEStay CTLLFF