LONDON and PALO ALTO, Calif., June 16, 2022 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q1 2022 Privacy on Family Planning Apps Report, a comprehensive analysis of the state of privacy within family planning mobile apps through Q1 2022.
In the context of this report, “Family Planning” apps are any app available in the Google Play Store or Apple App Store with the words “period” or “pregnancy” in the title (English language only). Pixalate examines where these apps are registered, what permissions they request access to (such as location), and what personal information is shared with advertisers and/or data brokers from within the apps.
Download the report for the full analysis as well as a free list of the top 100 most popular family planning apps — and what personal information they request and share.
Over 1.7k Family Planning apps to choose from
Pixalate identified 1,133 family planning apps in the Google Play Store and 615 in the Apple App Store
There are over 230 million monthly active users across these apps, according to Pixalate's estimates
This number was 19% among family planning apps in the Apple App Store
9% (Google) and 13% (Apple) of the apps are privately registered
The apps request access to personal information
33% (Google) and 44% (Apple) of the family planning apps have potential access to personal information through requested device permissions
31% of family planning apps from the Apple store request access to camera, compared to 14% on Google
14% of family planning apps on Apple request access to the device's Calendar, compared to 3% on Google
The apps are sharing personal information with advertisers and/or data brokers
About 10% of family planning apps transmit user location information to advertisers and/or data brokers, according to Pixalate
13% of family planning apps on Apple request access to the user's location even when the app isn't open
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 OTT/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 OTT/CTV advertising. www.pixalate.com
The content of this press release, and the Q1 2022 Privacy on Family Planning Apps Report (the "Report"), reflect Pixalate's opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any 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, opinions, which means that they are neither facts nor guarantees. Pixalate does not independently verify third-party information. 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 for download in the official Apple App Store and Google Play Store.
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.”