Lunio：2026年全球无效流量报告（英文版）（31页）.pdf

1、The Global InvalidTraffic Report 2026 Table of ContentsIntroduction&Executive OverviewMethodologyInvalid Ad Traffic-Industry ImpactInvalid Ad Traffic-Ad Platform OverviewInvalid Ad Traffic-Google Channel BreakdownLead Generation,Spam Leads,&Invalid TrafficBreakdown of Invalid Traffic by CountryAffil

2、iate Fraud-IVT as a Leading IndicatorPredictions for 2026-The Agentic AI Perspective The Path Forward-Clarity,Control and Real IntentBibliography 35711142022252829312Introduction&Executive OverviewEvery marketer knows wasted spend ispart of the game.But few realize just howmuch of it comes from traf

3、fic that wasnever real in the first place.Invalid traffic(IVT)refers to any click,conversion,or website data event that doesnt stem from agenuine user with real intent.It includes botactivity,fraudulent engagement,automatedscraping,and accidental clicks.And while notalways malicious,its always waste

4、ful.Itrepresents one of performance marketings mostpersistent,yet least visible,drains on ROI.Across our analysis of billions of ad clicks,wefound the average invalid traffic rate across allchannels combined to be 8.51%,a figure thatshould make any performance marketer pause.With total global digita

5、l ad spend expected toexceed$740 billion dollars in 2025,an overallaverage IVT rate of 8.51%means that$63 billiondollars were lost to invalid traffic.And we expectthat figure to increase significantly in 2026 withthe rise of AI agents and more sophisticated bottraffic.Invalid traffic creates four cr

6、itical problems:1.Wasted ad spendInvalid traffic consumes budget without drivingbusiness outcomes.Bots and automated systems can click ads,trigger campaigns,and even complete basicconversion actions(e.g.form fills)-but theseinteractions dont translate into revenue.They canalso drain daily budgets ea