Ad Fraud Rate Plummets to 15% After iOS 16 Launch

Apple has been making a lot of changes to its operating system, and perhaps the most controversial of these changes involved the company toggling third party tracking off by default for iOS users. That resulted in a lot of outcry by companies like Facebook whose entire business model is predicated on underhanded data collection practices. More importantly, brands and marketers felt like their jobs were being made harder, but the latest version of iOS that has just been released might relieve some of the tension.

Ad fraud rates for iOS devices hovered between 20% and 25% for the past few iterations, but with all of that having been said and now out of the way it is important to note that it has been going down for three versions consecutively. With the release of the much awaited iOS 16, it appears that ad fraud rates have dipped as low as 15% with all things having been considered and taken into account.

That is the lowest rate of ad fraud that has ever been seen on iOS devices, and it brings the rate down by two points from the 17% that was seen with the release of iOS 15. This data comes from Pixalate, an ad fraud researcher, and it involved analyzing rates of invalid traffic throughout the month of September.

This is helpful for marketers because of the fact that this is the sort of thing that could potentially end up making their data more reliable than might have been the case otherwise. Ad fraud is used by many malicious actors to try and generate revenue through fake clicks, and that can distort the figures that marketing experts have to work with.

Apple has been making a lot of headway in eliminating illicit practices in the world of advertising, and the benefits of their efforts are going both ways. Consumers are able to enjoy more privacy while using their devices, and now advertising professionals are reaping the advantages of more accurate data. It will be interesting to see if the ad fraud rate goes down further with the release of iOS 17.
Read next: Data Can Now Be Stolen in Under 5 Hours According to This Report
Previous Post Next Post