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(source: Fortune)
With ad spend growth slowing to 5.3%, new research reveals an emerging threat to dwindling budgets – invalid traffic (IVT).
In 2024, advertisers are set to waste over $71bn (£59bn)* on traffic generated by invalid activity, including bots and automated scripts – an increase of 33% from 2022.
Conducted by leading marketing efficiency platform Lunio, the research analyzed 2.6bn paid ad clicks and 104bn impressions from 60,000 ad accounts across the platform’s customers.
As a result, the analysis found 8.5% of all paid traffic across major marketing channels including Google, Meta, Linkedin, X (formerly Twitter) and TikTok was invalid, equating to one in every 12 website visits.
With ad spend growth slowing to 5.3%, new research reveals an emerging threat to dwindling budgets – invalid traffic (IVT).
In 2024, advertisers are set to waste over $71bn (£59bn)* on traffic generated by invalid activity, including bots and automated scripts – an increase of 33% from 2022.
Conducted by leading marketing efficiency platform Lunio, the research analyzed 2.6bn paid ad clicks and 104bn impressions from 60,000 ad accounts across the platform’s customers.
As a result, the analysis found 8.5% of all paid traffic across major marketing channels including Google, Meta, Linkedin, X (formerly Twitter) and TikTok was invalid, equating to one in every 12 website visits.