<b>Invalid-traffic rate spans 1.2% to 19% by source type, before any filtering</b>

<b>Invalid-traffic rate spans 1.2% to 19% by source type, before any filtering</b>
IVT = invalid traffic: bots, dupes, and non-human or fraudulent clicks.

— Search/intent: 1.2% ▏
— Native: 3.4% ▏▏▏
— Social paid: 5.1% ▏▏▏▏▏
— Display/banner: 8.7% ▏▏▏▏▏▏▏▏
— Pop/redirect: 14% ▏▏▏▏▏▏▏▏▏▏▏▏▏
— Incentivized: 19% ▏▏▏▏▏▏▏▏▏▏▏▏▏▏▏▏▏▏

IVT rate is a property of the source, not the network; a clean network still inherits the source's baseline. n=measured across ~40M sessions.

Read: a network's reject rate is partly your source's IVT showing up; benchmark per-source, not per-network.