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2020 report: Over 20% of programmatic OTT/CTV is invalid traffic (IVT)

Nov 23, 2020 10:30:00 AM

Pixalate's Q3 2020 State of Connected TV/OTT: Ad Supply Trends Report details how the programmatic OTT/CTV advertising marketplace changed from Q1 2020 to Q3 2020.

This blog post examines the invalid traffic (IVT) rate of global programmatic OTT/CTV advertising on a quarter-by-quarter basis in 2020.

20% of programmatic OTT/CTV advertising is invalid (2020)


  • Q1 2020: 21.6% IVT rate to begin the year
  • Q2 2020: IVT dropped slightly to 18.8%, but still hovered around the one-in-five mark
  • Q3 2020: Invalid traffic climbed back to 21% in programmatic OTT/CTV

What's inside the report

Pixalate's State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report includes:

  • Global and regional OTT/CTV ad spend trends
  • Programmatic ad market share by device and operating system
  • Top OTT/CTV apps and platforms
  • Roku and Amazon Fire TV app store trends
  • Invalid Traffic (IVT) rates

Download a free copy of the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report today.

See The Research


The content of this blog post, and the State of Connected TV/OTT: Ad Supply Trends Q3 2020 Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Pixalate's datasets — which are used exclusively to derive these insights — consist predominantly of open auction programmatic traffic sources. Any insights shared are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Report and herein should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees.

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 strictly for advertising measurement purposes. Also per the MRC, “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or 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.”

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