Pixalate published a companion blog post to the Q2 2022 Invalid Traffic (IVT) Benchmarks report released earlier this month, describing IVT distribution in programmatic advertising impressions. The report covered a wide variety of data points with the blog breaking it down further and highlighting some interesting topics.
For more information on IVT trends, download a free copy of the report here:
Pixalate Abandoned Mobile Apps Report Q3 2022: 34% (1.7MM+) of Google and Apple App Store Apps Are ‘Abandoned,’ Potentially Exposing Consumers And Advertisers To Privacy and Security Risks
Pixalate released the Abandoned Mobile Apps Report: Q3 2022, showing that over 1.76 million apps between the Google Play Store and Apple App Store appear to have been “abandoned,” meaning that they have not been updated in over two years.
Pixalate’s analysis also found 324k+ “Super-Abandoned” apps, which means the app has gone 5+ years with no update. This is an increase of 6% quarter-over-quarter. Abandoned apps may harbor serious privacy and security concerns, as updates often include bug fixes and security patches.
Mobile App Manual Review under COPPA Rule: ‘My Smart Dog: Virtual Pet’ and ‘Talking Donald Donkey Ice Fun’
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 post takes a look at two popular mobile apps from the Google Play Store. 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).
New York Times: TikTok Explodes As Giant In Digital Advertising
Pixalate's research was cited in a recent New York Timesarticle, exploring TikTok's emergence as a leader in online advertising and influence.
The NYT wrote:
"Other advertisers worry they are not getting what they pay for on TikTok. Concerns about sham accounts confusing companies about the success of their marketing were amplified this summer when Elon Musk, Twitter’s new owner, accused Twitter of failing to provide authentic data about the number of fake accounts. In September, 7 percent of TikTok’s app traffic was invalid, according to the ad fraud and privacy compliance software company Pixalate."
Computer World: Users Should Watch Out For 'Orphan' Mobile Apps
"Fresh research from fraud protection firm Pixalate (full report here) claims more than 1.76 million apps currently available on either the Google Play Store or Apple App Store have not been updated in two years or more. The researchers also identified 324,000 apps that have seen no maintenance updates of any kind for more than five years."
Apple Insider: Thousands Of Active Apps May Violate COPPA Rule
"Pixalate found about 420,000 likely child-directed mobile apps across Google and Apple stores as of quarter three, a 1% decrease quarter-over-quarter. Of that, about 8% of apps in both stores are likely child-directed."
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.”