Mobile in-app invalid traffic (IVT) rates for programmatic video advertising are over 30% on smartphones and tablets. In our Q2 2019 Ad Fraud Report, we reveal the overall programmatic video IVT rates across all devices, including mobile in-app, mobile web, desktop, and OTT/CTV.
Mobile in-app video video IVT is over 30%
Over 36% of in-app programmatic video ads served to smartphones are invalid (global, Q2 2019)
Nearly one-third (31%) of programmatic video ads on tablets are invalid
Mobile in-app ad fraud (IVT) rates are 3x higher than mobile web IVT rates
See more of the latest ad fraud trends in our Q2 2019 ad fraud update
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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.”