Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, released the Q2 2025 EMEA Click Fraud Benchmarks Report for desktop web, mobile web, and mobile in-app advertising. The report highlights various types of click-related invalid traffic (IVT) in the Europe, the Middle East, and Africa (EMEA) region and identifies high-risk categories, platforms, and countries most affected by IVT.

In addition to the Europe, the Middle East, & Africa (EMEA) report, Pixalate released regional reports for Latin America (LATAM), North America, and Asia Pacific (APAC).

Pixalate’s data science and analyst team analysed more than 45 billion global open programmatic advertising transactions across desktop web, mobile web, and mobile app traffic to compile these reports in Q2 2025.

Key findings

EMEA desktop web click fraud (Q2 2025)

• Invalid click rate: 30% of all clicks on desktop web traffic in EMEA were found to be invalid
• Dominant types of click fraud: 44% of desktop web invalid clicks in EMEA were flagged for data centre IVT

EMEA mobile app click fraud (Q2 2025)

• Invalid click rate: 14% of clicks on mobile app traffic in EMEA were found to be invalid
• Most targeted category: 36% of clicks on ads found on mobile apps in the personalisation category in EMEA were found to be invalid

Pixalate developed a solution for IVT challenges through its Click Fraud Detection technology. The platform effectively maps clicks to impressions and identifies IVT. It enables the detection of various IVT types associated with suspicious users, ad creatives, or publishers.

Download Pixalate’s Q2 2025 EMEA Click Fraud Benchmarks Reports:

• APAC
• LATAM
• North America
• EMEA

Pixalate

Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV), Mobile Apps, and Websites. ...

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