Pixalate Week in Review: November 28 - December 2, 2022

This week's review of ad fraud and privacy in the digital advertising space:

Pixalate’s Ad Fraud Series: Mobile App ‘Spoofing’ could cost advertisers $38MM in 2022 on apps appearing to be on the Apple App Store and Google Play Store

Pixalate released the October 2022 Mobile Ad Fraud Series, highlighting unique forms of invalid traffic (IVT), inclusive of  “ad fraud” — across the mobile open programmatic advertising marketplace. This month, Pixalate took a look at “app spoofing”  — a specific form of sophisticated invalid traffic (SIVT) — of apps from the Google Play Store and Apple App Store.

Click here to download the list of most frequently spoofed apps.

Pixalate Q2 2022 IVT Benchmarks: 5 Popular Mobile App Categories from the Google and Apple App Stores - Social Apps at 25%+ IVT

Pixalate published the Q2 2022 Invalid Traffic (IVT) Benchmarks report last month, describing IVT distribution in programmatic advertising impressions. It covered a wide variety of data points, so we decided we would break it down further and highlight some interesting topics. We took a look at some popular mobile app categories from the Google and Apple App Stores.

For more IVT trends, download a free copy of the report here:

Mobile App Manual Review under COPPA Rule: 'Olivia's Washing Laundry Game' and 'Toy Galaxy'

Pixalate continued its Mobile App Manual Reviews According to COPPA series, containing the detailed factors the Trust & Safety Advisory Board educators used to assess an app’s child-directedness. This week we reviewed Apple app Olivia's Washing Laundry Game and Roku Connected TV app Toy Galaxy. Our reviewer discusses how the subjective factors set forth in the COPPA Rule apply to each app and factor into the reviewer's determination as to whether the app is child-directed or general audience (i.e., it is not targeting children). Read the full review here.

Pixalate’s Children’s Privacy Index for Mobile Advertising Sellers: October 2022

Pixalate released the Children’s Privacy Index for Mobile Advertising Sellers in August 2022, the first industry measure for impressions on apps that are likely child-directed within various sellers across the programmatic ecosystem. 

The monthly index benchmarks Supply-Side Platforms (SSPs) based on the percentage of ads they sell on apps that are likely child-directed, as assessed by Pixalate’s COPPA Methodology. In this series, Pixalate highlights monthly trends as it relates to the overall seller ecosystem, not any one particular seller.

Pixalate Releases Q3 2022 Ad Compliance Report For Apple And Google App Stores, Finds $2MM Ad Spend On Apps With Missing Privacy Policies

Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q3 2022 Programmatic Ads On Apps With A Missing Privacy Policy Report, a comprehensive analysis of how many mobile apps without detectable privacy policies within the Apple and Google stores ran programmatic ads in Q3 2022.