1、Q 2 2 0 2 4Desktop Web Click Fraud Benchmarks ReportImpact of Invalid Traffic(IVT)on Clicks Across Desktop Web TrafficQ2 2024 CLICK FRAUD BENCHMARK REPORT:DESKTOP WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COMTABLE OF CONTENTS2TABLE OF CONTENTSClick Traffic Definitions 4 Key Takeaways.5 Click IVT T

2、rends.6-10Appendix:IVT Types.11 Methodology.12-15 ABOUT THIS REPORTIn this report,Pixalate explores the various types of click related invalid traffic(IVT),with a focus on open programmatic desktop web ad traffic.Ad campaigns contracted on click-throughs rather than impressions often drive a market

3、premium making them a common target for fraud schemes such as bot traffic.This report provides a variety of insights such as the most common types of click-based IVT,associated ad unit sizes,and content categories with the highest click IVT rates.For this report,Pixalates data science and analyst te

4、am analyzed almost 5 billion open programmatic advertising transactions across more than 76 million websites,in the second quarter of 2024.Q2 2024 CLICK FRAUD BENCHMARK REPORT:DESKTOP WEB|2024 PIXALATE|PIXALATE.COM|INFOPIXALATE.COM33REPORT AUTHORSAmit ShettySoftware EngineerVP ProductEzequiel Donova

5、nQ2 2024 CLICK FRAUD BENCHMARK REPORT:DESKTOP 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(impressions).It is essentially a measure of how frequently users appear to interact with an ad

6、.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 clic