Pixalate reveals common mobile in-app invalid traffic types in October 2024
- Pixalate's September 2024 report analyzed mobile invalid traffic types from over 33 billion programmatic ad impressions.
- Key findings revealed significant occurrences of display impression fraud and device ID stuffing in multiple regions, including North America and LATAM.
- The report emphasizes the need for enhanced vigilance from advertisers and regulators to combat the growing challenges of invalid traffic.
On October 23, 2024, Pixalate unveiled its report on mobile invalid traffic types observed in September 2024 across various global regions. The report analyzes over 33 billion programmatic advertising impressions collected from more than 700,000 mapped mobile apps on the Google Play and Apple App Stores. It highlights significant findings regarding invalid traffic, revealing notable differences in the types of fraud prevalent in North America, EMEA, LATAM, and APAC. For example, in North America, device ID stuffing and display impression fraud were prominent, whereas LATAM showed a high occurrence of display impression fraud in both Google and Apple apps. The data indicates that invalid traffic rates vary considerably by region and application store. In LATAM, display impression fraud constituted 42% of Apple's app traffic, while EMEA showed similar trends with 31% of Google app traffic attributed to display impression fraud. Conversely, APAC apps were more susceptible to app spoofing and masked IP issues. The report also provides a comprehensive list of apps with the highest rates of invalid traffic, reflecting the ongoing challenges that advertisers face in maintaining ad quality and transparency. With these findings, Pixalate aims to inform advertisers, regulators, and the digital media industry about the evolving landscape of mobile advertising fraud, helping them implement better measures to combat such adversities. Overall, the report serves as a call to action for stakeholders to enhance their vigilance against invalid traffic, ensuring a healthier advertising ecosystem.