UK Mobile App Ad Fraud Hits 25% in Q4 2025, Highest in EMEA

Event summary

  • Pixalate's Q4 2025 report shows UK mobile app IVT rate at 25%, higher than Germany's 27% and global average of 36%.
  • Desktop and mobile web IVT rates were lower at 18% (UK) and 20% (Germany).
  • CTV ad fraud rates were significantly higher, at 35% (UK) and 44% (Germany).
  • Pixalate analyzed over 103 billion global programmatic advertising impressions for the report.

The big picture

Pixalate's report highlights the persistent challenge of ad fraud in programmatic advertising, particularly in mobile apps and CTV. The high IVT rates in the UK and Germany underscore the need for enhanced fraud detection and prevention measures. As digital advertising continues to grow, the industry must prioritize privacy compliance and ad fraud protection to maintain trust and efficiency in the ad supply chain.

What we're watching

Regulatory Scrutiny
Whether rising IVT rates will prompt stricter regulations in EMEA, particularly for CTV advertising.
Market Response
How advertisers and publishers will adjust strategies to mitigate high IVT rates in mobile apps and CTV.
Technological Advancements
The pace at which ad fraud detection technologies will evolve to address sophisticated invalid traffic.