1、Q4.2 0 2 3 An analysis of invalid traffic(IVT)in the CTV open programmatic advertising ecosystemCTV INVALID TRAFFIC(IVT)&AD FRAUD BENCHMARKSCTV INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM2TABLE OF CONTENTS Key Stats.3Global IVT.4-7Global By Device.8-12Amazon.9Roku.10Samsung

2、.11Apple.12app-ads.txt Analysis.13Methodology.15-18EXECUTIVE SUMMARYPixalates 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 a

3、n analysis of 3+billion open programmatic CTV ad impressions in Q4 2023.The research discovered that IVT rates on CTV rose slightly to 17%in Q4 2023.Further,the research highlights that IVT rates,as measured by Pixalate,are markedly higher on Amazon devices(30%),compared to Roku(14%),Apple(14%),and

4、Samsung(11%).The research also revealed that“News”apps have high ad fraud levels(36%on Amazon,19%IVT on Roku,19%Apple TV)during Q4 2023.Another interesting insight was that apps not protected by an app-ads.txt typically had higher IVT,as high as 63%on Amazon apps and 39%in Roku.Amit Shetty,VP Produc

5、t,PixalateCTV INVALID TRAFFIC BENCHMARKS REPORT(Q4 2023)|2024 PIXALATE|PIXALATE.COM3KEY STATS:THE STATE OF CTV INVALID TRAFFIC&AD FRAUDOpen programmatic invalid traffic(IVT)trends;Q4 2023;global;as measured by Pixalate30%IVT rate on Amazon devices vs.14%on Roku&Apple,11%on Samsung49%IVT rate on UK-b

6、ased traffic to CTV apps-the highest rate in the world40%IVT rate on Amazon apps in the“Video-Sharing”category17%CTV invalid traffic(IVT)rate in Q4 202342%IVT rate in EMEA,the highest of any region in the world63%IVT rate on Amazon Fire TV apps without app-ads.txt filesCTV INVALID TRAFFIC BENCHMARKS