AdMaster finds 28.8% of ad traffic was invalid in China in H1 2018, signifying a gradual improvement over the past 3 years
Vipshop Holdings Limited American Depositary Shares, each representing two ordinary shares (VIPS)
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Source: PR Newswire
BEIJING, Aug. 23, 2018 /PRNewswire/ -- Leading independent third-party measurement company AdMaster has found that invalid traffic (IVT) made up 28.8% of total advertising traffic in H1 2018, less than both H1 2017 (29.6%) and H1 2016 (30.4%) and showing a steady decrease. General invalid traffic (GIVT) decreased somewhat from 2017, though sophisticated invalid traffic (SIVT) remains a major issue and further industry action is necessary. Data was taken from digital advertising campaigns AdMaster measured for over 1000 advertisers in H1 2018 in China, including those from FMCG, baby & mom, auto, F&B, finance, and internet industries. Detailed analysis of the data will be released in AdMaster's fifth semi-annual report on IVT, the China Digital Advertising Market Invalid Traffic White Paper (Vol. V).Key findings from the report include:Overall, monthly IVT in Jan-June 2018 has decreased compared to the same period in 2017. In particular, the typical annual IVT pe
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