Pixalate’s Global Social Media Invalid Traffic (IVT) Benchmarks Report For Facebook, Instagram, TikTok, X, Reddit, YouTube, Snapchat, and More: Facebook App Estimated IVT Rises to 10% in May 2024
03 Julio 2024 - 3:28PM
Pixalate, the global market-leading ad fraud protection,
privacy, and compliance analytics platform, today released
the May 2024 Global Social Media Invalid Traffic (IVT)
Benchmarks Report. The report examines the estimated IVT rates
across open programmatic advertising on social platforms for both
web and mobile apps.
Pixalate's data science team analyzed 1.4 billion open
programmatic ad transactions from March-May 2024 on traffic
referred from 11 social media platforms to compile the research and
reveal estimated trends in social media.
Key Findings: Social Media IVT Estimates*
- TikTok had
the highest estimated IVT rate on mobile
app traffic in May (18%), showing the largest increase
month-over-month (up from 13% in April)
- WeChat held
the highest estimated IVT rate on mobile
app traffic in April (11%)
but decreased in May to 10%
- Facebook saw
its highest estimated mobile app IVT in
May (10%)
- Reddit had
its highest estimated IVT rate on web
traffic in May (6%), up from 3% in April
- X (Twitter) had
its highest estimated mobile app IVT rate in
March (7%) but decreased in May to
5%
- Instagram had its highest estimated
mobile app IVT rate in April (8%)
but decreased in May to 7%
*Estimates based on IVT rate of social media referral traffic
(e.g., traffic from Facebook, etc.)
For an in-depth analysis of IVT rates across popular social
media platforms, download Pixalate's Global Social Media
Invalid Traffic Benchmarks Report today.
About Pixalate
Pixalate is a global platform for privacy compliance, ad fraud
prevention, and data intelligence in the digital ad supply chain.
Founded in 2012, Pixalate’s platform 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 MRC-accredited for the detection
and filtration of Sophisticated Invalid Traffic
(SIVT). www.pixalate.com
Disclaimer
The content of this press release, and the Social Media IVT
Benchmarks, reflect Pixalate’s opinions with respect to the factors
that Pixalate believes can 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 the time period studied.
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com