Digital advertisers should be aware of online ad frauds in China. In 2019, invalid ad traffic (IVT) accounted for nearly 32 percent of the total online advertising traffic in the country, which was higher than the global average level at about 10.8 percent.
Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019
Characteristic
Share of ad traffic
2019
31.9%
2018
30.2%
2017
29.4%
2016
30.2%
0%5%10%15%20%25%30%35%40%
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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 total online advertising traffic in China from 2016 to 2019 [Graph]. In Statista. Retrieved June 01, 2025, from https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/
PR Newswire. "Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019." Chart. April 6, 2020. Statista. Accessed June 01, 2025. https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/
PR Newswire. (2020). Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019. Statista. Statista Inc.. Accessed: June 01, 2025. https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/
PR Newswire. "Share of Invalid Ad Traffic (Ivt) in Total Online Advertising Traffic in China from 2016 to 2019." Statista, Statista Inc., 6 Apr 2020, https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/
PR Newswire, Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019 Statista, https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/ (last visited June 01, 2025)
Share of invalid ad traffic (IVT) in total online advertising traffic in China from 2016 to 2019 [Graph], PR Newswire, April 6, 2020. [Online]. Available: https://www.statista.com/statistics/996822/china-invalid-traffic-share-in-total-advertising-traffic/
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