Lunio – The Global Invalid Traffic Report, 2026

The report focuses on Invalid Traffic (IVT) in digital advertising, which includes any clicks, conversions, or website data events not generated by genuine users with real intent.

This includes bot activity, fraudulent engagement, automated scraping, and accidental clicks. The average invalid traffic rate across all channels is 8.51%, resulting in approximately $63 billion lost globally in 2025. The report highlights that invalid traffic causes wasted ad spend, distorted reporting, missed revenue opportunities, and increased operational costs, with these issues expected to worsen in 2026 due to AI and sophisticated bot traffic.