“The one thing I would like to note from a consumer protection standpoint is that many consumers have no idea when an app is delisted. It does not mean that the app is going to disappear. It stays on their phone unless users take proactive steps to remove it. It is possible that a large number of delisted apps are still out there on people’s devices,” explains Allison Lefrak.
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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.”