Pixalate: global CTV IVT rate stands at 17% in Q4 2023
Pixalate this week released the Q4 2023 Global Connected TV (CTV) Invalid Traffic Benchmark Report. This report analyzes invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on CTV devices.
Key Findings:
- Global CTV IVT rate stands at 17% in Q4 2023 (a slight decrease from 18% in Q4 2022).
- $1.1 billion in global CTV open programmatic ad spend was lost to IVT in Q4 2023.
- EMEA region reported the highest CTV IVT rate at 42%.
- UK-based traffic on CTV apps had the highest worldwide IVT rate at 49%.
- Amazon Fire TV devices showed a 30% IVT rate.
- Roku and Apple TV had a 14% IVT rate.
- Samsung devices had the lowest IVT rate among leading CTV devices at 11%.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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