1、Q2.2 0 2 4 An analysis of invalid traffic(IVT)in the CTV open programmatic advertising ecosystemCTV INVALID TRAFFIC(IVT)&AD FRAUD BENCHMARKSCTV INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COMSCOPE:TABLE OF CONTENTS2Table of ContentsPixalates Invalid Traffic(IVT)&Ad Fraud Benchmarks Repo

2、rt highlights the current state of IVT and ad fraud for stakeholders in programmatic advertising.Pixalates data science team analyzed programmatic advertising activity across over 100 thousand Connected TV(“CTV”)apps and over 6 billion global open programmatic ad transactions in Q2 2024 to compile t

3、his research.Executive Summary.4CTV App IVT Trends(vs other platforms).5IVT Trends by Region and Country.6-7IVT Rate by CTV Device.8Store IVT and App-ads.txt Rates Trends.9Methodology&Disclaimer.10-12 CTV INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COM3Alba Del VillarHawn SmithAd Fraud

4、Product ManagerChief Economist CTV INVALID TRAFFIC BENCHMARKS REPORT|2024 PIXALATE|PIXALATE.COM4This research report explores the evolution of IVT rates in the open programmatic CTV app ad marketplace over time,providing a comparison across global regions,analyzing IVT rates by device,and comparing

5、apps across Fire TV,Apple TV,Samsung,and Roku app stores.As of the end of Q2 2024,the IVT rate in the open programmatic CTV ad marketplace reached 19.4%,marking a 14%year-over-year increase from the 17%rate recorded in Q2 2023,but down from 22.7%in Q1 2024.Using this rate of 19.4%,it is estimated th

6、at$1.14 billion in CTV ad spend was lost to IVT in Q2 2024,including ad fraud,representing 19.4%of the total estimated$5.87 billion in global open programmatic CTV ad spend.North America holds the highest CTV IVT rate of any global region at 19.5%,closely followed by APAC at 18.4%,EMEA at 16.8%,and