Over 813,000 apps with over 9 billion downloads, 86%+ of which targeted children aged 12 and under, were removed from the Google Play and Apple App Stores in the first half of 2021.
PALO ALTO, Calif. and LONDON, September 14, 2021 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the H1 2021 Delisted Apps Report containing insights about mobile apps removed from Google Play Store and Apple App Store. The analysis helps developers and advertisers recognize potential threats of privacy and compliance breaches.
Pixalate analyzed more than 5 million mobile apps across the Google and Apple app stores, and found that more than 813,000 — over 15% — were delisted in the first half of 2021. On the Google Play Store, the apps were downloaded over 9 billion prior to delisting, while the delisted Apple App Store apps had over 21 million consumer reviews prior to delisting. The apps’ delisting could be caused by various factors, including an app store policy breach or the developer’s withdrawal.
Of potential concern to advertisers and consumers alike, delisted apps can remain installed on a device even after the app has been removed from the app store. If an app were removed due to an app store policy violation, there is an increased risk to consumer privacy and security, as well as brand safety for advertisers.
Through analysis of delisted Google Play Store and Apple App Store apps in the first half of 2021, Pixalate found that:
Pixalate’s H1 2021 Delisted Apps Report includes:
Download a copy of the H1 2021 Delisted Apps Report here for free. You can also watch our webinar on October 7, 2021, we will review this data — and other data about risk factors in the mobile in-app ecosystem — in greater detail.
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and OTT/CTV for better detection and elimination of ad fraud. 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 OTT/CTV advertising. www.pixalate.com
The content of this report reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees.
Instead, Pixalate is merely rendering an opinion that these facts may be suggestive of heightened risks to data subjects.
Apps can be delisted for a variety of reasons, and Pixalate is neither asserting nor assigning a reason for any delisting action. Additionally, the initiator of the delisting is not generally publicly-available information, so it is often not possible to know whether the removal was triggered by the app store or the developer.
Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report facts as they pertain to delisted Android and iOS apps.
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.”