Invalid traffic cost Chinese advertisers ¥28bn last year, according to the latest data from advertising technology company Miaozhen Systems. This equals almost one-tenth (7.3%) of all online advertising in China in 2019.
Online video advertising performs worst, with over a third (37.4%) of all clicks being invalid. This is an increase from 32.7% in 2018, suggesting the problem is getting worse. In comparison, the invalid click rate for online display advertising marginally improved in 2019.
By media type, video sites were the worst performers. They registered an invalid click rate of 37.0%, up from 33.5%. Verticals...