The monthly index benchmarks Supply-Side Platforms (SSPs) based on the percentage of ads they sell that are on apps that are likely child-directed, as assessed by Pixalate’s COPPA Methodology.
December saw two sellers reported with a Critical risk level. The last time any seller had a Critical risk level was October.
Six sellers received a High risk level for December, down 33% from November.
12 sellers were at Medium risk, a 20% decrease from the previous month.
22 sellers were found to be at Low risk, up from 19 in November.
According to Pixalate’s Q3 2022 COPPA Risk Scorecard Report: Google Vs. Apple there are ~420K likely child-directed mobile apps across the Google & Apple mobile app stores, which is approximately 8% of all apps across both stores. These apps can pose a COPPA compliance risk to advertising buyers and sellers, and awareness of which apps are child-directed is an important step in mitigating compliance risks.
Visit Pixalate’s Knowledge Base for more information about the Children’s Privacy Index for Mobile Advertising.
What is COPPA - and why it matters for advertisers
For nearly 25 years, the privacy of children online in the U.S. has been governed by COPPA and its implementing Rule, which has come under scrutiny as regulators aim to address its application in today’s complex advertising ecosystem.
COPPA bars the collection of data from children under 13 without verified parental consent. Advertisers, ad buyers, and sellers are at risk of collecting childrens’ personal data from apps not clearly labeled as child-directed in the app stores. As the gatekeepers of the mobile app stores, Google & Apple are well positioned to provide clarity yet they do not require developers of apps targeting children to identify as such nor do they prominently feature that information in the app stores. Doing so would not only help parents protect their children online, but would also enable ad tech companies in complying with COPPA.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate's marketing compliance solutions encompass the industry's first COPPA Compliance Technology, designed to identify likely child-directed apps and potential compliance risks. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising.www.pixalate.com
The content of this press release, and the Children’s Privacy Index for Mobile Advertising, reflects Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. It is important to note, however, that a seller’s rating on the Children's Privacy Index for Mobile Advertising does not mean that the seller is failing to comply with COPPA. Further, with respect to apps that appear to be child-directed and have characteristics that, in Pixalate’s opinion, may trigger related privacy obligations and/or risk, such assertions reflect Pixalate’s opinions (i.e., they are neither facts nor guarantees); and, although Pixalate’s methodologies used to render such opinions are derived from automated processing and at times coupled with human intervention, no assurances can be – or are – given by Pixalate with respect to the accuracy of any such opinions. Neither this press release nor the Children’s Privacy Index for Mobile Advertising are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends.
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.”