1、Q 3.2 0 2 3 An analysis of invalid traffic(IVT)in the open programmatic advertising ecosystemINVALIDTRAFFIC(IVT)&AD FRAUD BENCHMARKSWEB INVALID TRAFFIC BENCHMARKS REPORT(Q3 2023)|2023 PIXALATE|PIXALATE.COM2TABLE OF CONTENTS Executive Summary.3Key Stats.4-5Desktop Web.6-8By Region(6)By Country(7)By B

2、rowser(8)Mobile Web.9-12By Region(9)By Country(10)By Browser(11)By Device(12)Ads.txt Analysis.13Methodology.14-17A 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

3、otherwise does not represent legitimate 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

4、suggestive of deliberate intent 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 strictl

5、y for advertising measurement purposes.”Pixalates Desktop&Mobile Web Invalid Traffic(IVT)&Ad Fraud Benchmarks Report highlights the current state of IVT and ad fraud for stakeholders in programmatic advertising.Pixalates data science teams research is based on an analysis of 15+billion open programm

6、atic desktop and mobile web ad impressions in Q3 2023.The research finds that between 10%-12%of website traffic is deemed invalid.Additionally,the study shows that desktop traffic is slightly more susceptible to IVT than mobile traffic.The research also suggests that Firefox browsers may be more sus