2

300 x 2505.22%

160 x 600 8.19% 300 x 600

4.84%300 x 250 2.56%

320 x 50 2.01%

970 x 250 4.55%

970 x 66 5.1%

728 x 90 7.22%1

970 x 90 4.71%4

728 x 90 5.52%1

300 x 600

4.32%

6

5

3

300 x 1050

3.36%

7

52

3 4

37 3625 23 23 23

% %

% % % %

What ad tra�c is invalid? Moat delivers the metrics that ma�er As advertising becomes increasingly programmatic, invalid tra�c (IVT) continues to be an industry hot topic for advertisers and publishers alike. While ad fraud gets all the headlines, all forms of IVT deplete budgets and cause headaches. The Moat Data Science team calculates global benchmarks and industry trends every quarter. Below are some of the many stats that we track giving a unique view of IVT.

Desktop (video)

Mobile web (display) Mobile web (video)

Short-form videos have an IVT rate of almost 3.17% compared to long-form videos at 3.15%

What are the worst aspects of programmatic ad buying for agency and marketing professionals?

Source: US Advertiser Perceptions, “DSP Report Q3 2018,” Nov 5, 2018

Beyond fraud: what de�nes IVT?IVT includes any clicks or impressions that may arti�cially in�ate

an advertiser’s costs or a publisher’s earnings. Examples of IVT:

How much of tra�c is invalid?Moat aggregates global data to illustrate the IVT seen around the world.

An expensive problem: invalid video viewsMoat can help advertisers protect and measure against IVT across many

channels, including expensive video impressions.

Size ma�ers for IVT Whether on mobile or desktop, there are ad sizes that, globally,

are more vulnerable than others, as reported by Moat.

Desktop (display)

DrainerBotA real-life example of how Moat caught malicious fraud.

Protecting your budgets from IVTMoat helps advertisers avoid wasted ad spend by providing a more

comprehensive view of programmatic threats. Advertisers can leverage Moat Analytics across channels—desktop, mobile, in-app,

video, over-the-top (OTT), and more—to help with:

Fraud: viewability, nonhuman

tra�c

Brand safety

concernsPoor

inventory quality

Data management

complexity

Di�cult to measure impact

Pricing transparency and hidden

costs

Bots and crawlers confused

as users

Falsely represented sites and ads

Manipulation and falsi�cation of location data

Hijacked devices and

user sessions

Long-form videos have an IVT rate of almost 1.31% compared to short form at .85%

The Fraud The Discovery The Damage

DrainerBot was a malicious bot distributed via software embedded in

millions of consumer apps. Once downloaded, it could surreptitiously download hidden and unseen video

ads, costing advertisers and consumers alike.

DrainerBot was uncovered through the joint e�orts of Oracle technology teams

from its Moat and Dyn acquisitions. Moat o�ers viewability, IVT, and brand safety solutions, while Dyn enables DNS and security capabilities as part of Oracle

Cloud Infrastructure.

DrainerBot cost consumers hundreds of dollars in unnecessary

data charges every month.

Pre-bid targetingAvoid the pages

and apps most likely to a�ract fraud

Ad blocking Prevent invalid

display and video impressions in

real time

MeasurementMeasure every

impression against IVT and

viewability

Click here to learn more about IVT by downloading “The Essential Guide to Protecting Your Ad Spend from Invalid Tra�c.”

Where betteroutcomes begin

Sources:

h�ps://www.justice.gov/usao-edny/pr/two-international-cybercriminal-rings-dismantled-and-eight-defendants-indicted-causingh�ps://digiday.com/marketing/global-state-ad-fraud-4-charts/h�ps://www.marketwatch.com/press-release/juniper-research-ad-fraud-to-cost-advertisers-19-billion-in-2018-representing-9-of-total-digital-advertising-spend-2017-09-26 h�ps://support.google.com/youtube/answer/16737?hl=enh�ps://www.adweek.com/programmatic/meet-drainerbot-the-ad-fraud-operation-that-could-be-stealing-your-mobile-data/

Mobile In-AppMobile WebDesktop Display

0

5

10

15

20

New ZealandAustraliaJapanFranceGermanyUnited KingdomUnited States

5.3%

2.82%

1.48% 2.11%

6.19%

15.66%

11.17%

8.24%

3.2% 3.5% 3.95%

2.92%

1.63%

.69%

1.97%

.87%

6.2%

5.4%

7.5%

3.4%3.11%

Mobile In-AppMobile WebDesktop Display

0

1

2

3

4

5

6

New ZealandAustraliaJapanFranceGermanyUnited KingdomUnited States

3.11%

1.46%

1.08%

.84%

3.81%

5.06%5.41%

3.9%

1.08%

.65%

2.88%

2.36%

1.65%

.47%.84%

.5%

3.7%

1.66%1.56%

.93%1.19%

8

160 x600

3.29%

$35B $42B $100B

2018 2019 2023*

Estimated amount of money lost to ad fraud As programmatic grows, so does the waste caused by fraud and IVT.

You need to protect your dollars.

Source: eMarketer & Juniper Research*Projection