Ad Spend Wasted On Invalid Traffic Could Reach $72B In 2024 (

The latest analysis of the effects of invalid traffic/IVT estimates that the problem will result in $72.37 billion in wasted ad spend in 2024 — up 33% from an estimated $54.63 billion wasted in 2022.

The report, from marketing efficiency platform Lunio, was based on an analysis of 2.6 billion paid ad clicks and 104 billion impressions from more than 60,000 ad accounts across Lunio’s clients — all resulting from paid media campaigns — conducted between May 2022 and May 2023.

The analysis found 8.5% of all paid traffic, and one in every 11.7 paid-traffic website visits, to be invalid.
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