LONDON, Sept. 23, 2024 (GLOBE NEWSWIRE) — Pixalate, the global market-leading ad fraud prevention, privacy and compliance analytics platform, today released the “Global Mobile App IVT Trends: IAB Categories for Open Programmatic Advertising” report.
Pixalate also released North America, Asia Pacific (APAC), Europe, Middle East and Africa (EMEA) and Latin America (LATAM) versions of the report.
The report analyzes the top 10 IAB app categories in each region by estimated open programmatic ad spend, invalid traffic (IVT) including ad fraud by app category, and the most common types of IVT detected and identified within IAB app categories. Learn more about types of invalid traffic detection here.
Key findings:
global:
The global rate of IVT (including ad fraud) for the “Video Games” IAB Mobile App Category was 17%, resulting in $693 million in lost ad spend in this category alone in Q2 2024. The “Technology and Computing” IAB Mobile App Category had the highest IVT rate (36%) of the top 10 IAB App Categories based on estimated open programmatic ad spend. “Hobbies and Interests” (31%) and “Technology and Computing” (36%) both had IVT rates above the global average (20%). “Display impression fraud” was the most common IVT type among the top 10 IAB App Categories, accounting for 17% of total global IVT.
Regional breakdown:
North America (regional IVT rate 18%): “Education” had the highest IVT rate (30%) among the top 10 categories in North America, while “Video Games” (leading regional ad spend share at 62%) had an IVT rate of 17%, and “Display Impression Fraud” had the highest regional share of invalid traffic (18%).
Latin America (regional IVT rate of 22%): “Technology and Computing” had the highest IVT rate (34%) among the top 10 categories in Latin America. “Video Games” (with 62% regional ad spend share) had 16%. “Display impression fraud” had the highest regional share of invalid traffic (31%).
Asia Pacific (APAC) (regional IVT rate 33%): “Hobbies and interests” had the highest regional IVT rate (45%) among the top 10 categories in APAC. “Video games” (leading regional ad spend share at 53%) had an IVT rate of 23%. “Display impression fraud” had the highest regional share of IVT (7%).
Europe, Middle East, and Africa (EMEA) (regional IVT rate was 18%): “Business and Finance” had the highest IVT rate (36%) among the top 10 categories in EMEA. “Video Games” (with the top 73% regional ad spend share) had a lower IVT rate in EMEA than other regions (15%), and “Display impression fraud” had the highest regional share of invalid traffic (29%).
Pixalate’s data science team compiled this series of studies by analyzing over 60 billion open programmatic ad transactions across 7.3 million mobile apps (including apps deemed delisted by Pixalate) across the Google Play Store and Apple App Store in Q2 2024. Pixalate’s dataset consists of primarily buy-side open auction programmatic traffic sources.
Download the report
Download the report for a full analysis and review of the top 10 IAB app categories (by estimated open programmatic ad spend) in each region and the top IVT types within each category.
About Pixalate
Pixalate is the world’s leading ad fraud prevention, privacy and compliance analytics platform. Pixalate works 24/7 to protect your reputation and increase media value by providing the only integrated solution system across display, app, video and CTV for ad fraud detection and elimination. Pixalate is an MRC-accredited service for advanced invalid traffic (SIVT) detection and filtering for desktop and mobile web, mobile in-app and CTV advertising. www.pixalate.com
Disclaimer
The contents of this press release, as well as the Mobile App IVT Trends: IAB Category Report, reflect Pixalate’s opinions of the factors that Pixalate believes are useful to the digital media industry. The data shared is based on Pixalate’s proprietary technology and analysis, which Pixalate continually evaluates and updates. References to external sources should not be construed as recommendations. Pixalate’s opinions are merely opinions and not facts or guarantees. Pixalate shares this data not to disparage the status or reputation of any specific entity, person, or app, but to report findings and trends relevant to the period covered by the study.
