IVT share in online ad traffic in China 2016-2019

Published by
Lai Lin Thomala,
Jan 25, 2022
Digital advertisers should be aware of online ad frauds in China. In 2019, invalid ad traffic (IVT) accounted for nearly 32 percent of the total online advertising traffic in the country, which was higher than the global average level at about 10.8 percent.

Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019

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Release date

April 2020

Region

China

Survey time period

2016 to 2019

Special properties

data collected from 65,000 campaigns by 2,000 brands across 1,200 platforms

Supplementary notes

Invalid traffic is an activity that does not come from a real user and a genuine interest. It includes clicks generated by publishers clicking their own ads or encouraging clicks on their ads, repeated ad clicks by one or more users, clicks by robots or other deceptive software, etc.

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