LONDON—New research from the fraud protection and privacy analytics platform Pixalate indicates that invalid clicks and fraud remain a major problem for programmatic ad transactions.
Pixilate’s new Q2 2023 Global Click Fraud Benchmarks Reports for desktop web, mobile web, and mobile app advertising examined billions of open programmatic ad transactions and over 10 million clicks to see how many clicks on open programmatic advertisements were invalid or fraudulent - i.e., generated by invalid traffic (IVT) - in June 2023. Advertisers often optimize their campaigns for clicks. Fraudsters take advantage of this by generating fake clicks in an attempt to make their supply appear more valuable.
