Smart TV Research into global invalid traffic (IVT, including ad fraud) in open programmatic Connected TV (CTV) advertising reveals a 16% IVT rate, with Amazon devices (31%) impacted at a higher rate than Roku (13%), Apple (13%), and Samsung (8%)

Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the Q3 2023 Connected TV Invalid Traffic Benchmark Report, analyzing the invalid traffic (IVT, including ad fraud) rates for open programmatic advertising on CTV devices.
The report benchmarks IVT and ad fraud across CTV by region, device, and country, plus additional breakdowns.

Key Findings: 

Open Programmatic Advertising on CTV Devices

• 16% global CTV IVT rate in Q3 2023
  • Lowest mark in over a year
• EMEA (36%) reported the highest CTV IVT rate among all global regions
  • North America was the lowest (16%)
• Traffic from UK (44%) reported the highest CTV IVT rate for any country
• IVT on Amazon (31%) devices appeared more prevalent than on Roku (13%), Apple (13%), and Samsung (8%)
• Apps in Roku’s ‘News & Weather’ category had a 22% IVT rate