Pixalate analyzed over 5 million apps available for download via the Apple App Store and Google Play Store as of the last date of Q2 2022 and found that over 422,000 are likely child-directed — an increase of 8% quarter-over-quarter. Google Play Store saw a 20% quarter-over-quarter increase of such apps, while Apple’s number decreased by 8%.
Pixalate found that over 70% of the top 1,000 most popular apps that are likely directed to children on both Google and Apple shared either GPS coordinates or residential IP addresses with advertisers during Q2 2022. Open programmatic advertisers also spent 4.1x more per app on child-directed apps (compared to general audience apps) in Q2 2022, according to Pixalate’s estimates.
Key Findings: Pixalate’s Q2 2022 Google vs. Apple COPPA Scorecard
There are >422K likely child-directed mobile apps across Google and Apple stores, an 8% increase quarter-over-quarter. The biggest increase came on Google (up 20% QoQ), while Apple’s number decreased 8%.
9% of Apple App Store apps (152k) and 8% of Google Play Store apps (271k) are likely child-directed.
42% of likely child-directed mobile apps request permissions to access personal info, an increase from 40% in Q1.
64% of likely child-directed apps have no identified country of registration; 9% are registered in the U.S.
68% of the top 150 most popular U.S.-registered likely child-directed apps manually reviewed by Pixalate transmit location information.
Pixalate uses automated processing derived from a combination of signals to determine if an app is likely to be child-directed, including the app’s category, sub-category, content rating, and contextual signals (specifically, child-related keywords in app’s title or the app’s description). Pixalate also leverages manual app review by educators on Pixalate’s Trust & Safety Advisory Board, who make assessments of apps based on the child-directed factors outlined in the COPPA Rule. See our full methodology for more information.
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 Q2 2022 Google vs. Apple COPPA Risk Scorecard Report (the “Report”), reflect Pixalate's opinions with respect to factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees; and neither this press release nor the Report are intended to impugn the standing or reputation of any entity, person or app, but instead, to report findings and apparent trends pertaining to mobile apps from the Google and Apple app stores. Pixalate calculates estimated programmatic 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.
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.”