Pixalate recently released the Mobile App-Ads.txt Adoption Reports for Google Play Store apps and Apple App Store apps, reviewing mobile app-ads.txt adoption trends in 2020. Pixalate analyzed more than 5.5 million apps for the reports.
This blog examines trends among Google Play Store apps that adopted the IAB Tech Lab's app-ads.txt program in 2020.
157% rise in Google Play Store apps with app-ads.txt in 2020
There was a 157% increase in the number of Google Play Store apps with app-ads.txt in 2020
This represents a rise of 2.57x from Q1 to Q4 2020
Nearly 500,000 Play Store apps now have app-ads.txt (about 13% of all Play Store apps)
There was at least 20% quarter-over-quarter growth each quarter in 2020
The content of this blog, and the 2020 Mobile App-Ads.txt Adoption Reports (the "Report(s)"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. The data has not been audited or reviewed by a third party, but the research and insights are grounded in Pixalate's proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources in the Reports and herein should not be construed as endorsements. Pixalate's opinions are just that – opinions – which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to apps available on the Apple and Google Play stores and the inventory supply partners of such apps, derived from each app's app-ads.txt file. Pixalate does not independently verify third-party information (e.g. whether the information specified in app-ads.txt files is complete, current and accurate).
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.”