This week's review of ad fraud and privacy in the digital advertising space:
Delisted Mobile Apps Report
This week, Pixalate released the Q2 2023 Delisted Mobile Apps Report, analyzing apps that are no longer available for download from the Google Play Store and Apple App Stores, including those with programmatic advertising.
COPPA Seller Trust Index
We also released the September 2023 Children’s Privacy Index for Mobile Advertising. 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.
Governor Gavin Newsom of California has officially signed the Delete Act, which grants Californians the ability to request data brokers to delete their personal information or prohibit them from selling or sharing it, all through a single request. This new legislation replaces the previous 2018 state law, which required individuals to make separate requests to each company, a burdensome task considering the nearly 500 data brokers currently operating within the state.
To ensure the effective implementation of this Act, the California Privacy Protection Agency (CPPA), established in 2020 by the California Privacy Rights Act, is tasked with developing a mechanism for individuals to submit these requests by January 1st, 2026.
This week,The Vergecovered this news in their article 'California's newest law will make it easier to delete personal online data'.
Pixalate in the News
Pixalate's Q2 2023Delisted Mobile Apps Report was covered this week by Android Headlines in their article titled 'Google & Apple delisted almost 4 million apps in a 2-year span'.
Android Headlines said:
"A new report by Pixalate has just surfaced, and it shares some interesting information about app delisting. Google and Apple actually delisted almost 4 million apps in a 2-year span....
...The number of apps Google delisted YoY (Year-over-Year) has increased by 59%. When it comes to Apple, on the other hand, that number decreased by 54% YoY. Google delisted 2.6 million apps, while Apple did the same for 1.2 million apps. That totals the 3.8 million number....
...The companies delisted the most apps in the US, by far. India follows with 6,576 delistings, while Jordan has seen 3,863. China is fourth-placed with 3,507 delistings, and the UK is fifth with 2,046. Korea, Russia, Indonesia, Pakistan, and France are also in the top 10..."
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.”