1、Impact of Invalid Traffic(IVT)on Clicks Across Mobile&Tablet Web TrafficQ 2 2 0 2 4Mobile Web Click Fraud Benchmarks ReportQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMTABLE OF CONTENTS2TABLE OF CONTENTSABOUT THIS REPORTIn this report,Pixalate explores t

2、he various types of click-related invalid traffic(IVT),with a focus on mobile web ad traffic.Ad campaigns contracted on click-throughs rather than impressions often drive a market premium making them a common target for fraud schemes such as bot traffic.This report provides a variety of insights suc

3、h as the most common types of click-related IVT,associated ad unit sizes,and content categories with the highest click IVT rates.For this report,Pixalates data science and analyst team analyzed over 6 billion open programmatic advertising transactions across more than 100 million websites accessed f

4、rom mobile web browsers in the second quarter of 2024.Click Traffic Definitions 4 Key Takeaways.5 Click IVT Trends.6-10Appendix:IVT Types.11 Methodology.12-15 Q2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM33REPORT AUTHORSSoftware EngineerEzequiel DonovanA

5、mit ShettyVP ProductQ2 2024 CLICK FRAUD BENCHMARK REPORT:MOBILE WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMCTRCTR stands for Click-Through Rate.It is the ratio of clicks by a user to the number of times the ad was shown.It is essentially a measure of how frequently users appear to interact with

6、an ad.Click FraudSince click-throughs often drive a market premium,they are a common target for fraud schemes such as bot traffic.However,determining IVT(including fraud)for click traffic is challenging because regular click traffic and IVT click traffic look similar in many ways.In addition,mapping