B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Aging
12.8%
12.8% -- invalid traffic rate for desktop-web advertising in North America (2024)
In North America during 2024, desktop-web advertising had an invalid traffic (IVT) rate of 12.8%.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
12.8%
Unit
Percentage
Data Vintage
2024
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
81
Source
Pixalate
Primary
Tier A
https://www.ppcshield.io/blog/ppc-click-fraud-2024-vs-2025-comparison/ ↗
Source Article
PPC Click Fraud 2024 vs 2025: Fraud Rates Surge Across Devices - PPC Shield
PPC Click Fraud in 2025: a Growing Threat Draining Budgets
Click Fraud Expands With Growing Digital Budgets
The cost of click fraud and invalid traffic (IVT) has escalated as digital budgets migrate into search and programmatic channels.
2024 data from Pixalate’s global invalid-traffic benchmarks sh…
Original Research
Pixalate
· Original study ↗
Methodology
Pixalate’s global invalid-traffic benchmarks
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
desktop-web advertising in North America: 12.8% invalid traffic rate. Source: Pixalate (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/desktop-web-ivt-rate-north-america-2024
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<blockquote cite="https://lighthousedata.io/data/desktop-web-ivt-rate-north-america-2024" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>12.8%</strong> -- invalid traffic rate for desktop-web advertising in North America<br><small>Source: Pixalate (2024) · <a href="https://lighthousedata.io/data/desktop-web-ivt-rate-north-america-2024" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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