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 marg