1、Q 3.2 0 2 3 An analysis of invalid traffic(IVT)in the open programmatic advertising ecosystemINVALIDTRAFFIC(IVT)&AD FRAUD BENCHMARKSCTV INVALID TRAFFIC BENCHMARKS REPORT(Q3 2023)|2023 PIXALATE|PIXALATE.COM2TABLE OF CONTENTS Executive Summary.3Key Stats.4-5Global IVT.6-8Global By Device.9-13Amazon(10

2、)Roku(11)Samsung(12)Apple(13)app-ads.txt Analysis.14Methodology.15-18A NOTE ON INVALID TRAFFIC(IVT)Per the Media Rating Council(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 t

3、raffic 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.”Where the traffic characteristics are suggestive of deliberate intent to mislead,s

4、uch IVT is often referred to as“ad fraud.”Also 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.”Pixa

5、lates CTV Invalid Traffic(IVT)&Ad Fraud Benchmarks Report highlights the current state of IVT and ad fraud for stakeholders in CTV(Connected Television)programmatic advertising.Pixalates data science teams research is based on an analysis of 3+billion open programmatic CTV ad impressions in Q3 2023.

6、The research finds that IVT rates on CTV dropped to 16%in Q3 2023,which is the lowest rate in over two years(since Q2 2021).The research further highlights that IVT rates,as measured by Pixalate,are markedly higher on Amazon devices(31%),compared to Roku(13%),Apple(13%),and Samsung(8%).The data also