Pixalate Releases Q3 2025 Global Invalid Traffic (IVT) & Ad Fraud Benchmarks for Web, Mobile Apps, and CTV: Web IVT Rate 21%; Mobile App IVT Rate 33%; CTV IVT Rate 19%

According to Pixalate's research into invalid traffic (IVT), including ad fraud, in programmatic advertising across the United States (U.S.), Canada, the United Kingdom (UK), Germany, Japan, Singapore, and India–Japan had the lowest IVT rate (13%) on web traffic, while Singapore showed the highest rates on CTV (43%) and mobile app (41%) platforms among the countries

LONDON, Nov. 07, 2025 (GLOBE NEWSWIRE) -- Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Q3 2025 Global Invalid Traffic (IVT) & Ad Fraud Benchmarks Report. The reports analyze the invalid traffic (IVT, including ad fraud) rates for programmatic advertising on desktop and mobile websites, mobile apps, and CTV in the United States (U.S.), Canada, the United Kingdom (UK), Germany, Japan, Singapore, India, and a Global report.

Global IVT Benchmarks in Programmatic Advertising

The report benchmarks IVT and ad fraud across these devices and platforms by various criteria, including country, device type, app category, and app-ads.txt files. Pixalate's datasets — used exclusively to derive these insights — consist predominantly of buy-side open auction programmatic traffic sources.

To compile this research, Pixalate's data science team analyzed over 106 billion global programmatic advertising impressions in the third quarter of 2025.

Download all of Pixalate’s Q3 2025 Global Ad Fraud Benchmarks Reports

• Japan
• Singapore
• India
• U.S.
• Canada
• UK
• Germany
• Mexico
• Global
  
  

About Pixalate

Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com

Disclaimer

The content of this press release, and the Global Q3 2025 Invalid Traffic (IVT) & Ad Fraud Benchmark Report (the "Report"), reflects Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate's opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity across in the time period studied. 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 traffic 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, such 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.”

Nina Talcott
ntalcott@pixalate.com

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