Pixalate analyzed over 5 million apps available for download via the Apple App Store and Google Play Store as of the last date of Q2 2022 and found that over 422,000 are likely child-directed. Pixalate also found that over 70% of the top 1,000 most popular apps that are likely directed to children on both Google and Apple shared either GPS coordinates or residential IP addresses with advertisers during Q2 2022. Open programmatic advertisers also spent 4.1x more per app on child-directed apps (compared to general audience apps) in Q2 2022, according to Pixalate’s estimates.
Pixalate Announces July 2022 Top Programmatic Sellers (SSPs) by Market Share for Connected TV and Mobile Advertising across Roku, Amazon Fire TV, Google and Apple Platforms
In North America, Magnite led in market share for Roku and Amazon Fire TV devices, while Bidswitch topped the Google Play store and InMobi finished first in the Apple app store. The list of full rankings by region and device is available here.
VlionMobi Partners with Pixalate to Enhance Fraud Detection
VlionMobi, a global performance marketing platform focusing on e-commerce and programmatic advertising, announced their partnership with Pixalate to combine “the fraud protection, privacy, and compliance analytics platform’s offerings with its inventory to better identify fraudulent advertising.”
Alvin Ling, director, customer success at Pixalate, said of the partnership, "Vlion has a strong technical team and a deep understanding of Pixalate’s products. We are proud to be a marketing partner with Vlion and look forward to the increased visibility it will provide for both customers and the ad industry as a whole.”
Magnite, FreeWheel Lead CTV Programmatic In N.A. Market Share
MediaPost covered Pixalate’s Q2 SSP market share report, highlighting Magnite and Comcast’s FreeWheel finishing first and second in the CTV rankings.
On the mobile side, MediaPost notes that “in mobile, the top five SSPs for Google Play in North America are unchanged since the last rankings, in April.” In the Apple app store, rankings changed slightly with Inmobi leading with a 9% share, followed by Moloco at 7%-- notably the first time Moloco has broken into the top 10.
Musk’s countersuit contains aggressive new claims. Twitter is rebutting them.
The Washington Post detailed a countersuit Tesla CEO Elon Musk is filing against Twitter, claiming the platform misled his team and Wall Street investors as to number or fake or “bot” accounts and “about its true advertising base, constituting a reason for him to back out of his agreement to purchase the site for $44 billion.”
Musk now wants to terminate the deal he came to with Twitter in April to buy the platform claiming “that while Twitter touts having 238 million monetizable daily active users, the proportion that actually see ads is 65 million lower. Further, they argue, the majority of ads are shown only to fewer than 16 million users, which is less than 7 percent of the number of users Twitter claims can earn the company revenue by seeing ads.”
For its part, Twitter has claimed that Musk is only pointing to select numbers and that Musk’s claims do not actually represent the advertising marketplace it operates.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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 - opinion, not facts or guarantees.
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. Also per the 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.”