Digital advertisers should be aware of online ad frauds in China. In 2019, invalid ad traffic (IVT) accounted for nearly 43 percent of the online traffic of display ads in the country. In general, almost a third of China's online ad traffic was invalid or fake that year.
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Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019
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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PR Newswire. (April 6, 2020). Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019 [Graph]. In Statista. Retrieved June 24, 2025, from https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/
PR Newswire. "Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019." Chart. April 6, 2020. Statista. Accessed June 24, 2025. https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/
PR Newswire. (2020). Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019. Statista. Statista Inc.. Accessed: June 24, 2025. https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/
PR Newswire. "Share of Invalid Ad Traffic (Ivt) in Online Display and Video Advertising Traffic in China in 2018 and 2019." Statista, Statista Inc., 6 Apr 2020, https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/
PR Newswire, Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019 Statista, https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/ (last visited June 24, 2025)
Share of invalid ad traffic (IVT) in online display and video advertising traffic in China in 2018 and 2019 [Graph], PR Newswire, April 6, 2020. [Online]. Available: https://www.statista.com/statistics/1167694/china-invalid-traffic-share-in-online-display-and-video-advertising-traffic/
