--- title: "Pixalate Releases Q1 2023 Abandoned Mobile Apps Report: 107% YoY Increase in Abandoned Apps From Google & Apple Sharing Personal Data With Advertisers" description: "Pixalate's Q1 2023 Abandoned Mobile Apps Report: 49% of likely child-directed apps from the Apple App Store and Google Play Store are abandoned (2+ years with no updates)." image: https://www.pixalate.com/hubfs/Q1%202023%20Abandoned%20Mobile%20Apps%20Report%20Cover.png --- [![pixalate-full-logo](https://www.pixalate.com/hs-fs/hubfs/Pixalate_Logos/pixalate-full-logo.jpg?width=150&height=60&name=pixalate-full-logo.jpg "pixalate-full-logo")](https://www.pixalate.com) Search **Menu** ** ** ![](https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/pixalate-blog-bg.png) [Company News](https://www.pixalate.com/blog/topic/company-news) | [Mobile Apps](https://www.pixalate.com/blog/topic/mobile-apps) | [Privacy](https://www.pixalate.com/blog/topic/privacy) | [Abandoned Apps](https://www.pixalate.com/blog/topic/abandoned-apps) | 2 min read # Pixalate Releases Q1 2023 Abandoned Mobile Apps Report: 107% YoY Increase in Abandoned Apps From Google & Apple Sharing Personal Data With Advertisers Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) May 11, 2023 3:25:18 PM 49% of likely child-directed apps from the Apple App Store and Google Play Store are abandoned (2+ years with no updates) LONDON, May 11, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the [Q1 2023 Abandoned Mobile Apps Report](https://www.pixalate.com/q1-2023-abandoned-mobile-apps-report), analyzing apps from the Google Play Store and Apple App Store that have been “abandoned.” An app is considered abandoned if it has not been updated in at least two years. Abandoned apps pose risks for children and consumer privacy violations as updates to apps could incorporate not only bug fixes but also changes to data collection practices, consumer opt-in or age verification practices, and notices of privacy policy updates. The longer an app goes without a software update, the greater the risk that the app's consumer data handling practices are not up-to-date with the world's rapidly-evolving privacy protection regulations. The report analyzes app profile information such as developer country of origin, existence of a privacy policy, app store category, and its child-directedness under the COPPA Rule. It also contains insight into the apps’ behaviors observed in the programmatic advertising bid stream such as transmission of personal information, location data, and estimated ad spend. **Key Findings:** - **1.97M+ abandoned apps in Q1 2023**, +16% YoY increase, from 1.69M+ in Q1 2022 - **Super-abandoned apps: 62%+ YoY increase (up to 401k) among Google apps; **-38% YoY decrease in Apple App Store (down to 202k) - **$4.6M+ **estimated programmatic **ad spend **on abandoned apps** **in Q1 2023, -53% YoY decrease from $10M+ in Q1 2022 - 45% (21k+) of apps registered in **Russia **are **abandoned**, 41% (33k+) in **China**, and 37% (138k+) in the **U.S.** - **+107% YoY increase** in abandoned apps with ads **transmitting geo location and user IP address **in ad bid stream - **49% (70k+) of likely child-directed **apps are abandoned and 27% (39k) “super-abandoned”, in the Apple App Store as of Q1 2023 **Pixalate’s Abandoned Mobile Apps Report: Q1 2023 ****includes:** - By App Store Analysis - Programmatic Ads Analysis - Transparency Analysis - Country of Registry Analysis - App Store Category Analysis - Likely Child-Directed App Analysis - Abandoned Developers Analysis Download a free copy of the report today: [![Download the Report](https://no-cache.hubspot.com/cta/default/2364596/bb3fff56-5346-4bd6-ba0c-63f76554ba75.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/bb3fff56-5346-4bd6-ba0c-63f76554ba75) **About Pixalate** 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. [www.pixalate.com](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the **Abandoned Mobile Apps Report: Q1 2023 **(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 across mobile apps in the time period studied.* ### Search Blog Search ### Follow Pixalate ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) Previous Story [← Pixalate’s April 2023 Mobile App Spoofing Report For Apple, Google App Stores: TuneIn Radio, Happy Color Art Coloring Book, Words With Friends 2, FreeCell Solitaire among top apps affected by spoofing](https://www.pixalate.com/blog/april-2023-mobile-app-spoofing-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: May 8 - 12, 2023 →](https://www.pixalate.com/blog/may-12-2023-weekly-update) ## You May Also Like These Stories on Company News [![](https://www.pixalate.com/hubfs/Pixalate%20Launches%20DEFASED%20Pre-Bid%20Blocklist%20A%20Daily%20Updated%20List%20of%20Apps%20Delisted%20From%20oku%2c%20Amazon%20Fire%20TV%2c%20Apple%20TV%2c%20Samsung%2c%20and%20LG.jpg) ](https://www.pixalate.com/blog/pixalate-launches-defased-pre-bid-blocklist-for-ctv-a-daily-updated-list-of-apps-delisted-from-roku-amazon-fire-tv-apple-tv-samsung-and-lg) [Company News](https://www.pixalate.com/blog/topic/company-news) ### [Pixalate Launches DEFASED Pre-Bid Blocklist for CTV: Daily Updated List of Apps Delisted From Roku, Amazon Fire TV, Apple TV, Samsung, and LG — With App ID, App Name, Removal Date for 100+ Countries](https://www.pixalate.com/blog/pixalate-launches-defased-pre-bid-blocklist-for-ctv-a-daily-updated-list-of-apps-delisted-from-roku-amazon-fire-tv-apple-tv-samsung-and-lg) Mar 13, 2026 9:00:00 AM | 3 min read [![](https://www.pixalate.com/hubfs/Pixalate%20Introduces%20Mobile%20App%20Pre-Bid%20Blocklist%20That%20Identifies%20Known%20Dangerous%20and%20Fraudulent%20Sources%20Unified%20Feed%20With%209%20Risk%20Reason%20Codes%20for%20Ad%20Industry.jpg) ](https://www.pixalate.com/blog/pixalate-introduces-mobile-app-pre-bid-blocklist-that-identifies-known-dangerous-and-fraudulent-sources) [Company News](https://www.pixalate.com/blog/topic/company-news) ### [Pixalate Introduces Mobile App Pre-Bid Blocklist That Identifies Known Dangerous and Fraudulent Sources: Unified Feed With 9 Risk Reason Codes for Ad Industry](https://www.pixalate.com/blog/pixalate-introduces-mobile-app-pre-bid-blocklist-that-identifies-known-dangerous-and-fraudulent-sources) Mar 11, 2026 3:02:10 PM | 4 min read [![](https://www.pixalate.com/hubfs/Pixalate%20Launches%20DEFASED%20Pre-Bid%20Blocklist%20A%20Daily%20Updated%20List%20of%20Apps%20Delisted%20From%20the%20Google%20Play%20and%20Apple%20App%20Stores.jpg) ](https://www.pixalate.com/blog/pixalate-launches-defased-pre-bid-blocklist-a-daily-updated-list-of-apps-delisted-from-google-play-and-apple-app-store) [Company News](https://www.pixalate.com/blog/topic/company-news) ### [Pixalate Launches DEFASED Pre-Bid Blocklist: A Daily Updated List of Apps Delisted From Google Play and Apple App Store — With Bundle ID, App Name, Removal Date for 100+ Countries](https://www.pixalate.com/blog/pixalate-launches-defased-pre-bid-blocklist-a-daily-updated-list-of-apps-delisted-from-google-play-and-apple-app-store) Mar 6, 2026 8:00:01 AM | 4 min read ** ### Subscribe to our blog *By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use ](https://www.pixalate.com/terms)and [Privacy Policy.](https://www.pixalate.com/privacypolicy) ![pixalate-logo-red-small](https://www.pixalate.com/hs-fs/hubfs/2018NewTemplate/pixalate-logo-red-small.png?width=208&name=pixalate-logo-red-small.png "pixalate-logo-red-small") ** By entering your email address and clicking Subscribe, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy) Products [Analytics](https://www.pixalate.com/products/analytics) [Blocking](https://www.pixalate.com/products/blocking) [Media Rating Terminal](https://www.pixalate.com/products/mrt) [Publisher Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [Seller Trust Indexes](https://www.pixalate.com/rankings/?group=app&reportId=publisherTrustIndex) [IoT Device Rankings](https://www.pixalate.com/rankings/?group=app&reportId=iotDeviceReach) Resources [Blog](https://blog.pixalate.com/) [Press](https://www.pixalate.com/press) [Careers](https://www.pixalate.com/jobs) [Team](https://info.pixalate.com/pixalate-leadership-team) Contact Email [** sales@pixalate.com ](mailto:sales@pixalate.com) [** privacy@pixalate.com ](mailto:privacy@pixalate.com) US: [** +1 888 749 2528 ](tel:+1%20888%20749%202528) EU: [** +44 (0)800 011 2050 ](tel:+44%20(0)800%20011%202050) Slack: [Join ATSAPI Slack Channel ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) Offices Global Offices US 1775 Greensboro Station Place, Suite 425, McLean, VA 22102 UK 20 North Audley Street London, W1K 6WE, United Kingdom EU 10 Earlsfort Terrace Dublin 2, D02 T380, Ireland Singapore 10 Anson Road, #22-02 International Plaza, Singapore 079903 [![facebook](https://www.pixalate.com/hubfs/footer/icons/facebook.png) ](https://www.facebook.com/pixalate) [![x](https://www.pixalate.com/hubfs/footer/icons/twitter-x.png) ](https://twitter.com/pixalateinc) [![linkedin](https://www.pixalate.com/hubfs/footer/icons/linkedin.png) ](https://www.linkedin.com/company/pixalate) ![wechat](https://www.pixalate.com/hubfs/footer/icons/wechat.png) [![slack](https://www.pixalate.com/hubfs/footer/icons/slack.png) ](https://atsapi-pixalate.slack.com/join/shared_invite/zt-10dtow5cj-OEtlNr5yzJkrZMQUqcEEow#/shared-invite/email) [Terms of Use](https://www.pixalate.com/terms) [Privacy Policy](https://www.pixalate.com/privacypolicy) [GDPR Compliance](https://www.pixalate.com/gdpr) Disclaimer Copyright © 2025 Pixalate [Back to top **](https://www.pixalate.com/blog/q1-2023-abandoned-mobile-apps-report#) # Disclaimer 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.” ** ** *By clicking Download and entering your email address, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and have read and acknowledge our [Privacy Policy](https://www.pixalate.com/hubfs/2024-08-20_Pixalate_Privacy_Policy.pdf). *Copyright © 2025 Pixalate** * * * * * * * * * * * * * * * * * * * * * * * * * * * * × ## Subscribe to the Pixalate Blog The first step in ad fraud prevention. Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Contact Us12 Loading... ![pixalate-logo-white](https://www.pixalate.com/hubfs/Blog_V2_08_26_2016/logo/Pixalate_Logo_WHITE.png) ##### Download GSTI Loading... Schedule your demo today Please complete all fields Loading... By entering your email address and clicking Submit, you are agreeing to our [Terms of Use](https://www.pixalate.com/terms) and [Privacy Policy](https://www.pixalate.com/privacypolicy). * * * * *