B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
20%
20% -- invalid traffic rate for web programmatic inventory (2026)
Global invalid traffic (IVT) rates exceed 20% on the web.
- Value is stated as exceeding 20%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2026
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
35
Freshness
95
Source
Industry studies (unspecified)
Primary
Tier C
https://motorik.io/blog/what-strong-programmatic-partnerships-look-like-in-2026 ↗
Source Article
What Strong Programmatic Partnerships Look Like in 2026 | Motorik - Blog
Scale used to be the scorecard. CPMs, integration lists, traffic volume – those were the metrics.
They aren't anymore.
In 2026, partnerships are judged less by reach and more by resilience. They get judged by how your partner behaves when things fall apart. Privacy enforcement tests user journeys, a…
Original Research
Industry studies (unspecified)
· Original study ↗
Methodology
Industry studies estimate, cited by Motorik blog
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
web programmatic inventory: 20% invalid traffic rate. Source: Industry studies (unspecified) (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/global-ivt-rate-web-2026
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<blockquote cite="https://lighthousedata.io/data/global-ivt-rate-web-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- invalid traffic rate for web programmatic inventory<br><small>Source: Industry studies (unspecified) (2026) · <a href="https://lighthousedata.io/data/global-ivt-rate-web-2026" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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