---
title: "Pixalate's September 2025 Recap: VPC Failures Under COPPA, LG Smart TV Trends, Mobile Ad SDK Market Share, etc."
description: Pixalate reviews this month's news in the programmatic ad fraud space. Find the most critical ad tech and privacy news from September 2025.
image: https://www.pixalate.com/hubfs/Weekly%20and%20monthly%20recap%20covers%20(7)-1.png
---

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 6 min read

# Pixalate's September 2025 Recap: VPC Failures Under COPPA, LG Smart TV Trends, Mobile Ad SDK Market Share, etc.

 Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate)

 Oct 1, 2025 10:04:46 AM

Discover the latest in programmatic research in Pixalate's monthly recap.

## What's included in the September 2025 recap: Our latest releases:

## Top releases from earlier in the month:

- [Top 100 CTV & Mobile Bundle IDs - August 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#ctv-mobile-bundle-ids)
- [GDPR-K & UK Children’s Code Privacy Violations Report - Q2 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#gdpr-k-privacy-violations)<https://www.pixalate.com/blog/pixalates-september-2025-recap#top-ctv-mobile-bundle-ids>
- [Publisher Trust Indexes for Traffic Quality - August 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#publisher-trust-august-2025)
- [Programmatic Ad Seller Misrepresentation - Q2 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#programmatic-ad-seller-misrepresentation)
- [Most Popular Delisted Apps w/ app-ads.txt Files - Weekly](https://www.pixalate.com/blog/pixalates-september-2025-recap#weekly-delisted-mobile-apps)
- [Top CTV & Mobile Apps by Programmatic Ad Revenue - August 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#top-grossing-ctv-mobile-apps)

## More from Pixalate:

- **UNICEF RECOGNIZES PIXALATE → **[Pixalate Named 'Key Innovator' in Protecting Children’s Online Privacy](https://www.pixalate.com/blog/pixalates-september-2025-recap#unicef-recognizes-pixalate)
- **COPPA MANUAL REVIEWS →** [September 2025](https://www.pixalate.com/blog/pixalates-september-2025-recap#coppa-manual-reviews)<https://www.pixalate.com/blog/pixalates-september-2025-recap#dmexco>

---

## COPPA RESEARCH: Verifiable Parental Consent (VPC) Failures under COPPA in Mobile Apps - Q2 2025

[![Q2 2025 Verifiable Parental Consent (VPC) Failures under COPPA in Mobile Apps (promo email slide 1)](https://www.pixalate.com/hs-fs/hubfs/Q2%202025%20Verifiable%20Parental%20Consent%20(VPC)%20Failures%20under%20COPPA%20in%20Mobile%20Apps%20(promo%20email%20slide%201).png?width=420&height=236&name=Q2%202025%20Verifiable%20Parental%20Consent%20(VPC)%20Failures%20under%20COPPA%20in%20Mobile%20Apps%20(promo%20email%20slide%201).png)](https://www.pixalate.com/verifiable-parental-consent-vpc-failures-under-coppa-in-mobile-apps)1,136 apps are likely violating COPPA by not obtaining a Verifiable Parental Consent (VPC). Pixalate analyzed U.S.-registered, ad-enabled mobile apps on the Apple App Store and Google Play Store that are likely directed at children under 13 but do not obtain VPC, in apparent violation of the Children’s Online Privacy Protection Act.

KEY FINDINGS → Of the 1,149 likely Child-Directed mobile apps analyzed by Pixalate, 1,136 (99%) do not obtain VPC, as detected and measured by Pixalate. Of these:

- **34%** were sharing **Location** information in the advertising bid stream
- **40%** were sharing **Device ID** in the advertising bid stream
- **42%** were sharing **IP address** in the advertising bid stream

Download the report, and you will additionally **receive the complete list of 1,136 likely Child-Directed mobile apps** that are at high risk of violating COPPA by not obtaining VPC.

[![VPC Failures under COPPA in Mobile Apps](https://no-cache.hubspot.com/cta/default/2364596/de3dd9e0-6b3c-4d5b-b39f-791394ec384f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/de3dd9e0-6b3c-4d5b-b39f-791394ec384f)

---

## NEW CTV TRENDS: LG Smart TV Trends - Q2 2025

[![LG CTV Trends Report Q2 2025](https://www.pixalate.com/hs-fs/hubfs/LG%20CTV%20Trends%20Report%20Q2%202025.png?width=420&height=236&name=LG%20CTV%20Trends%20Report%20Q2%202025.png)](https://www.pixalate.com/lg-smart-tv-trends-report)7% of global open programmatic CTV ad impressions are served on LG Smart TV devices. Pixalate’s Q2 2025 LG Smart TV Trends Report analyzes LG’s position in the open programmatic CTV ad marketplace, offering insights into regional market share, top-grossing channels, IVT trends, app-ads.txt adoption, and more. 

KEY FINDINGS → Based on an analysis of 23B global open programmatic ad transactions in Q2 2025:

- **7%** of global **open programmatic CTV ads** were delivered to LG devices
- **32%** of LG CTV apps **use app-ads.txt** and support open programmatic ads
- **15%** of LG Smart TV open programmatic ad traffic was **flagged as IVT**

[![LG Smart TV Trends](https://no-cache.hubspot.com/cta/default/2364596/32213cdf-3241-4f02-a68f-3bcbabede419.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/32213cdf-3241-4f02-a68f-3bcbabede419)

---

## TOP REPORT: Mobile Advertising SDK Market Share Rankings - Q2 2025

[![Q2 2025 Ad SDK Market Share Report - Android](https://www.pixalate.com/hs-fs/hubfs/Q2%202025%20Ad%20SDK%20Market%20Share%20Report%20-%20Android.png?width=420&height=236&name=Q2%202025%20Ad%20SDK%20Market%20Share%20Report%20-%20Android.png)](https://www.pixalate.com/mobile-sdks-benchmarks-report-google)Mobile Advertising SDKs with the highest potential ad reach. We analyzed the market share of third-party advertising SDKs integrated into iOS and Android apps across the Apple App Store and Google Play Store. Our insights are based on 26B+ open programmatic advertising transactions from June 2025.

 

[![Ad SDK Market Share Reports](https://no-cache.hubspot.com/cta/default/2364596/2f3ecc3f-9d74-4311-8c04-3374fd73737f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/2f3ecc3f-9d74-4311-8c04-3374fd73737f)

---

## Click Fraud Benchmarks - Q2 2025

[![Q2 2025 Click Fraud Benchmarks Report - North America (promo email slide 1)](https://www.pixalate.com/hs-fs/hubfs/Blog%20Media/2025%20Covers%20and%20Images/Q2%202025%20Click%20Fraud%20Benchmarks%20Report%20-%20North%20America%20(promo%20email%20slide%201).png?width=420&height=236&name=Q2%202025%20Click%20Fraud%20Benchmarks%20Report%20-%20North%20America%20(promo%20email%20slide%201).png)](https://www.pixalate.com/click-fraud-benchmarks-report-north-america)19% of desktop web clicks in North America were found to be fraudulent in Q2 2025. Campaigns bought on a cost-per-click basis often carry a market premium, making them a prime target for fraud tactics such as bot traffic. This report highlights key insights, including the most common types of click-based IVT, the ad unit sizes most frequently associated with it, and the app store categories with the highest click IVT rates.

 

[![Click Fraud Benchmarks](https://no-cache.hubspot.com/cta/default/2364596/1c0733d7-806f-4c96-841e-88a277571ddf.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/1c0733d7-806f-4c96-841e-88a277571ddf)

---

## Top 100 CTV & Mobile Bundle IDs - August 2025

## [![Screenshot 2025-09-30 at 1.46.57 PM](https://www.pixalate.com/hs-fs/hubfs/Screenshot%202025-09-30%20at%201.46.57%20PM.png?width=420&height=237&name=Screenshot%202025-09-30%20at%201.46.57%20PM.png)](https://www.pixalate.com/top-ctv-bundle-ids-roku)

Based on the volume of non-IVT open programmatic ad impressions. We analyzed the most popular Bundle IDs for open programmatic advertising across mobile app environments, including the Apple App Store and Google Play Store.

 

[![Top Mobile App Bundle IDs](https://no-cache.hubspot.com/cta/default/2364596/fc35336c-6329-4538-bf8a-c3a1a5f545c8.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/fc35336c-6329-4538-bf8a-c3a1a5f545c8)    [![Top CTV App Bundle IDs](https://no-cache.hubspot.com/cta/default/2364596/6f9968a6-126b-49ea-af85-8690b47541e8.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/6f9968a6-126b-49ea-af85-8690b47541e8)

---

## GDPR-K & UK Children’s Code Privacy Violations Report - Q2 2025

**[![Q2 2025 GDPR-K & UK Children’s Code Privacy Violations Report](https://www.pixalate.com/hs-fs/hubfs/Blog%20Media/2025%20Covers%20and%20Images/Q2%202025%20GDPR-K%20%26%20UK%20Children%E2%80%99s%20Code%20Privacy%20Violations%20Report.png?width=420&height=236&name=Q2%202025%20GDPR-K%20%26%20UK%20Children%E2%80%99s%20Code%20Privacy%20Violations%20Report.png)](https://www.pixalate.com/gdpr-k-uk-childrens-code-privacy-violations-report)**

230 Child-Accessible and EU+UK registered mobile apps with ads do not disclose how they collect, process, store, and share children’s personal data. Pixalate’s Q2 2025 GDPR-K & UK Children’s Code Privacy Violations Report highlights Child-Accessible mobile apps downloadable from the Google Play Store and Apple App Store that are at risk of violating several provisions under the EU and UK GDPR as well as the UK’s Children’s Code standards.

KEY FINDINGS:

- **245** EU+UK registered Child-Accessible mobile apps are risking GDPR violations by transmitting unlawfully obtained Device ID, IP Addresses, or Location data in the ad bid stream, and
- **~104M** Lifetime App Users–majority of which are likely children– across the Google Play Store and Apple App Store are impacted by 253 non-compliant mobile apps.

Download the report for free and you will get the **list of 230 EU & UK- Registered and Advertising Enabled Apps** that likely violate the GDPR and UK Children’s Code standards.

[![GDPR-K & UK Children’s Code Privacy Violations](https://no-cache.hubspot.com/cta/default/2364596/30da6150-c9c0-48b9-9cff-363819ecfa5a.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/30da6150-c9c0-48b9-9cff-363819ecfa5a)

---

## Publisher Trust Indexes for Traffic Quality - August 2025

**[![United States - Publisher Trust Index - All - August 2025](https://www.pixalate.com/hs-fs/hubfs/United%20States%20-%20Publisher%20Trust%20Index%20-%20All%20-%20August%202025.png?width=420&height=236&name=United%20States%20-%20Publisher%20Trust%20Index%20-%20All%20-%20August%202025.png)](https://www.pixalate.com/usa-publisher-trust-index-web-mobile-ctv)**Explore which publishers delivered the most trustworthy inventory in August 2025. Pixalate’s Publisher Trust Indexes (PTIs) rank the top web domains, mobile apps, and CTV apps for open programmatic advertising quality. Download traffic quality rankings for 'Video Gaming' apps, 'Sports' apps, and all apps.

 

[![Publisher Trust Indexes - Web, Mobile, CTV](https://no-cache.hubspot.com/cta/default/2364596/8d3de769-98aa-4b1c-b735-03b1c85284e4.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/8d3de769-98aa-4b1c-b735-03b1c85284e4)    [!['Video Gaming' Apps](https://no-cache.hubspot.com/cta/default/2364596/942187f7-43fb-45fc-ba39-42e57108e5cc.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/942187f7-43fb-45fc-ba39-42e57108e5cc)    [!['Sports' Apps](https://no-cache.hubspot.com/cta/default/2364596/0821d401-96b5-4835-bf38-b060b8ea30fe.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/0821d401-96b5-4835-bf38-b060b8ea30fe)

---

## Programmatic Ad Seller Misrepresentation - Q2 2025

[![Programmatic Ad Seller Misrepresentation Report - Q2 2025 - CTV](https://www.pixalate.com/hs-fs/hubfs/Programmatic%20Ad%20Seller%20Misrepresentation%20Report%20-%20Q2%202025%20-%20CTV.png?width=420&height=236&name=Programmatic%20Ad%20Seller%20Misrepresentation%20Report%20-%20Q2%202025%20-%20CTV.png)](https://www.pixalate.com/programmatic-ad-seller-misrepresentation-report-ctv-apps)Analyzing unauthorized sellers in open programmatic advertising. For these reports, our data science team analyzed 11B+ open programmatic ad impressions containing the OpenRTB SupplyChain Object (SCO) during Q2 2025.

 

Our analysis, based on a set of SCO Verification checks defined by Pixalate, utilized data from OpenRTB SCO and ads.txt/app-ads.txt files to evaluate the accuracy of declared supply paths in the ad bid stream.

 

**[![Ad Seller Misrepresentation](https://no-cache.hubspot.com/cta/default/2364596/380e5bbb-3113-4931-bda3-d55a91956535.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/380e5bbb-3113-4931-bda3-d55a91956535)**

---

## Most Popular Delisted Apps w/ app-ads.txt Files - Weekly

## [![Screenshot 2025-09-30 at 1.49.55 PM](https://www.pixalate.com/hs-fs/hubfs/Screenshot%202025-09-30%20at%201.49.55%20PM.png?width=420&height=237&name=Screenshot%202025-09-30%20at%201.49.55%20PM.png)](https://www.pixalate.com/pixalates-weekly-delisted-mobile-apps-report-google-play-store)

Discover the top apps with app-ads.txt files delisted from app stores last week. The weekly delisted mobile apps reports are ingestible CSV files featuring the most popular ad-supported apps—identified by the presence of app-ads.txt files and ranked by estimated downloads (Android) or count of user reviews (iOS)—removed from app stores each week.

 

[![Google Play Store](https://no-cache.hubspot.com/cta/default/2364596/2443268f-cbaf-4bfc-a8f9-10a4603cca50.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/2443268f-cbaf-4bfc-a8f9-10a4603cca50)    [![Apple App Store](https://no-cache.hubspot.com/cta/default/2364596/5cf22285-a150-467d-94ff-5f8c268b3a9c.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/5cf22285-a150-467d-94ff-5f8c268b3a9c)

---

## Top CTV & Mobile Apps by Programmatic Ad Revenue - August 2025

**[![Top Grossing CTV Apps - 2025 August - United States (promo email slide 1)](https://www.pixalate.com/hs-fs/hubfs/Top%20Grossing%20CTV%20Apps%20-%202025%20August%20-%20United%20States%20(promo%20email%20slide%201).png?width=420&height=236&name=Top%20Grossing%20CTV%20Apps%20-%202025%20August%20-%20United%20States%20(promo%20email%20slide%201).png)](https://www.pixalate.com/top-grossing-mobile-apps-uk)**Discover the top grossing apps, based on estimated open programmatic ad spend. At Pixalate, we calculate ad spend through proprietary statistical models that incorporate programmatic monthly active users (MAU), the average session duration per user, the average CPM for the category of a given app, and ad density.

 

 

[![Top Grossing Mobile Apps](https://no-cache.hubspot.com/cta/default/2364596/aa1cf4f5-8c5e-4755-868f-67de048e9b6e.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/aa1cf4f5-8c5e-4755-868f-67de048e9b6e)    [![Top Grossing CTV Apps](https://no-cache.hubspot.com/cta/default/2364596/7b94d83e-cd84-4a28-bc48-4b319977ddd6.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/7b94d83e-cd84-4a28-bc48-4b319977ddd6)

---

## *MORE FROM PIXALATE:*

## UNICEF RECOGNIZES PIXALATE: Pixalate Named a 'Key Innovator' in Protecting Children’s Online Privacy

**[![UNICEF Recognizes Pixalate](https://www.pixalate.com/hs-fs/hubfs/UNICEF%20Recognizes%20Pixalate.png?width=420&height=236&name=UNICEF%20Recognizes%20Pixalate.png)](https://www.pixalate.com/blog/united-nations-childrens-fund-unicef-recognizes-pixalate-as-a-key-innovator-in-protecting-childrens-online-privacy)**

**UNICEF has recognized Pixalate’s COPPA Compliance Tool as a standout solution** and one of three “Innovators in Data Governance” in their September 2025 Compliance Tech case study.

"UNICEF's recognition means the world to us because it highlights a fundamental truth: children's privacy and protection can't be an afterthought in today's interconnected digital ecosystem," said Jalal Nasir, CEO of Pixalate. "Our research shows that compliance gaps aren't edge cases — they're epidemic. We're grateful UNICEF has spotlighted the tools that can help the industry do better."

 [![UNICEF Recognizes Pixalate as a 'Key Innovator'](https://no-cache.hubspot.com/cta/default/2364596/d451a679-643b-4a1b-8acc-ab0641937528.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/d451a679-643b-4a1b-8acc-ab0641937528)

## COPPA MANUAL REVIEWS: September 2025

**[![COPPA Manual Reviews - My Baby Pet Salon Makeover](https://www.pixalate.com/hs-fs/hubfs/COPPA%20Manual%20Reviews%20-%20My%20Baby%20Pet%20Salon%20Makeover.png?width=420&height=236&name=COPPA%20Manual%20Reviews%20-%20My%20Baby%20Pet%20Salon%20Makeover.png)](https://www.pixalate.com/blog/pixalates-coppa-manual-reviews-my-baby-pet-salon-makeover)**

Pixalate's [Trust & Safety Advisory Board](https://www.pixalate.com/trust-and-safety-advisory-board) regularly publishes manual reviews where they assess an app’s child-directedness:

- [‘My Baby Pet Salon Makeover'](https://www.pixalate.com/blog/pixalates-coppa-manual-reviews-my-baby-pet-salon-makeover)
- [‘Love Nikki-Dress UP Queen'](https://www.pixalate.com/blog/pixalates-coppa-manual-reviews-love-nikki-dress-up-queen)

You can search Pixalate's entire catalog of reviews on our [CTV and Mobile App Review Page](https://www.pixalate.com/app-reviews).

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