Pixalate Unveils Q1 2025 EMEA Ad Viewability Benchmarks: 62% Mobile App Viewability in UK, France Was 66% on Desktop Web; Netherlands at 53% on Mobile Apps

London, May 22, 2025 (GLOBE NEWSWIRE) — Pixalate, the leading global platform for ad fraud protection, privacy, and compliance analytics, today released the Q1 2025 EMEA Programmatic Ad Viewability Benchmarks for the United Kingdom (UK), France, Spain, Ukraine, Israel, the Netherlands, and Germany. The reports analyze the percentage of viewable programmatic advertisements across desktop web, mobile web, and mobile in-app programmatic advertising ecosystems.

In addition to the United Kingdom (UK), France, Spain, Ukraine, Israel, the Netherlands, Germany reports, Pixalate released Q1 2025 Ad Viewability Benchmarks by country for the United States (U.S.), Canada, Japan, Singapore, Australia, India, Mexico and Brazil.

Key Statistics

Ukraine

Platform	Viewability
Mobile In-App	62	%
Mobile Web	53	%
Desktop Web	58	%

Netherlands

Platform	Viewability
Mobile In-App	53	%
Mobile Web	68	%
Desktop Web	68	%

United Kingdom

Platform	Viewability
Mobile In-App	62	%
Mobile Web	69	%
Desktop Web	64	%

France

Platform	Viewability
Mobile In-App	63	%
Mobile Web	48	%
Desktop Web	66	%

Spain

Platform	Viewability
Mobile In-App	49	%
Mobile Web	59	%
Desktop Web	65	%

Germany

Platform	Viewability
Mobile In-App	62	%
Mobile Web	60	%
Desktop Web	63	%

Israel

Platform	Viewability
Mobile In-App	69	%
Mobile Web	53	%
Desktop Web	45	%

By Global Regions

Desktop web ad viewability benchmarks

• Global: 58%
• APAC: 59%
• EMEA: 62%
• LATAM: 64%
• North America: 57%

Mobile web ad viewability benchmarks

• Global: 58%
• APAC: 51%
• EMEA: 59%
• LATAM: 59%
• North America: 59%

Mobile app ad viewability benchmarks

• Global: 56%
• APAC: 54%
• EMEA: 59%
• LATAM: 49%
• North America: 67%

Pixalate’s data science team analyzed programmatic advertising activity across 46+ billion global open programmatic advertising impressions in Q1 2025 to compile this research. Pixalate’s datasets, which are used exclusively to derive these insights, consist predominantly of buy-side open auction programmatic traffic sources.

Download all of Pixalate’s Q1 2025: Programmatic Ad Viewability Benchmark Reports by Country

About Pixalate

Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT). pixalate.com

Disclaimer

The content of this press release, and the Q1 2025 Global Programmatic Ad Viewability Trends Reports (the “Reports”), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to programmatic advertising activity in the time period studied. Pixalate does not independently verify third-party information. Per the Media Rating Council (MRC), “‘Invalid Traffic’ is defined generally as traffic that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts. Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.” IVT is also sometimes referred to as “ad fraud.” Per the MRC, “’Fraud’ is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other legal proceedings, but rather a custom definition strictly for advertising measurement purposes.”

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