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How the most popular mobile app ad sizes are attacked by fraudsters

In this post, Pixalate reveals which mobile in-app ad sizes have the highest ad fraud (IVT) rates across display and video advertising. For more insight, download the full Q2 2018 Programmatic Quality Report.

Key takeaways:

  • The 300x250 video ad size has an invalid traffic (IVT) rate of 17.6% in-app on smartphones
  • The 300x50 display ad unit has an IVT rate of 12.2%
  • The 320x480 video ad size has an ad fraud rate of 17.2%, while the display IVT rate on the same unit is 8.8%

The 300x250 ad unit has an in-app display IVT rate of 12.5%

The 300x250 display ad unit within smartphone apps has an IVT rate of 12.5%, according to Pixalate’s research in North America from April 2018.

  • The most popular in-app ad sizes have an IVT rate over 12%
    • The popular 300x250 ad unit (12.5%) and the 320x50 ad unit (12.2%) have similar display ad fraud rates.
  • 480x320 interstitial ad size has highest IVT rate
    • The 480x320 mobile interstitial ad size has the highest display IVT rate, at 17.1%.

Fraudsters are still taking advantage of the 300x250 ‘video’ ad unit

The 300x250 video ad unit has become one of the most popular among advertisers. It has also become one of the most commonly attacked ad sizes by bad intenders, which has caused some, like OpenX, to ban the “video” unit from the ecosystem. It had an in-app IVT rate of 17.6% in the time period we investigated.

  • Fraudsters are cramming video ads into the 320x50 unit
    • The mobile leaderboard ad unit (320x50) has a video IVT rate of 27.9% — highest among all mobile app ad sizes.
  • Mobile in-app interstitial video ads have high IVT rates
    • The mobile interstitial ad sizes — 480x320 and 320x480 — have high IVT rates, at 16% and 17.2%, respectively. These two units account for nearly 50% of the in-app video ads transacted programmatically.

Get more insights in our Q2 2018 Programmatic Quality Report

Pixalate analyzed billions of programmatic ad transactions to update you on the current state of invalid traffic (IVT) and ad fraud in the marketplace. To learn more about our methodology and insights, download your copy of the Q2 2018 Programmatic Quality Report here.


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