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 theQ2 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
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.”