LONDON, October 31, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the August 2023 Mobile Apps IVT Report for the Apple App Store and Google Play Store. The series reveals which mobile apps appear to be most impacted by invalid traffic (IVT), including ad fraud, as measured by Pixalate.
In order to provide insights for this Mobile App IVT series - including specific reports for Apple and Google-hosted apps - Pixalate analyzed over five million apps downloadable from the Apple App Store and Google Play Store and over 33 billion global open programmatic advertising transactions in August 2023.
The 5 most common types of IVT types Pixalate observed across all mobile apps in the time period studied were:
Display Impression Fraud (Sophisticated Outlier Activity*): Impressions that are generated from the same browser or device at a statistically significant inflated rate.
Video Impression Fraud (Sophisticated Outlier Activity*): Video ad impressions that are generated from the same browser or device at a statistically significant inflated rate.
Masked IP (Manipulation/Falsification of Location Related Attributes*): The IP of a user does not match the IP and the associated ISP reported in the advertising transaction.
Proxy (Invalid Proxy Traffic*): The impression is from an intermediary proxy device that exists to manipulate traffic counts, pass nonhuman or invalid traffic or fails to comply with the protocol.
High Risk Device ID (Known Dangerous or Fraudulent SIVT Sources*): The impression is from a device ID that has been flagged for a high risk of invalid traffic.
Pixalate excluded spoofing from this report, as spoofing requires different tactics to prevent (e.g., blocking an app highly impacted by spoofing could lead to blocking apps that have real traffic that is attractive to buyers). See our Mobile App Spoofing series for a list of apps most impacted by the spoofing IVT type specifically.
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 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 CTV advertising.
The content of this press release, and the Apps With the Highest IVT Reports (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. 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 programmatic advertising activity in the time period studied.
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.”