Nearly two-thirds (64%) of apps delisted from Apple had not been updated in at least two years, compared to only 20% on Google; 178 ‘Family Planning’ apps delisted including Lunar - Period Tracker and Period Tracker OVU: Track Cycle
PALO ALTO, Calif. and LONDON, August 3, 2022 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2022 Delisted Mobile Apps Report, containing insights about mobile apps removed from the Google Play Store and Apple App Store. The analysis helps developers and advertisers recognize potential threats of privacy and compliance breaches.
Pixalate analyzed more than 5 million mobile apps across the Google and Apple app stores, and found that nearly 600,000 were delisted in Q2 2022 — an increase of almost 3x from the 220k delisted in Q1 2022.
Through analysis of delisted Google Play Store and Apple App Store apps in Q2 2022, Pixalate found that:
Combined, apps delisted in Q2 2022 had over 117 million user ratings prior to delisting, but the majority of them (82%) had no detected app country of registry. The graphic below shows the top 10 most popular apps delisted from the Google Play Store in Q2 2022, and you can download a list of the top 100 most popular apps delisted here.
Of note, Apple delisted 5,000 apps in Q1 2022 before an apparent sweeping clean-up in Q2 2022. Nearly two-thirds (64%) of apps delisted from Apple had not been updated in at least two years, compared to only 20% from Google. This indicates Apple may be targeting apps that have become “abandoned.”
Delisted apps may pose a privacy and security risk to consumers as they can remain installed on the user’s device, and the user may not know they need to delete the app.
What’s inside the report
Pixalate’s Q2 2022 Delisted Mobile Apps Report includes:
Download a copy of the Q2 2022 Delisted Mobile Apps Report for free. You will also be provided with a list of the top 100 most popular apps that were delisted in Q2 2022.
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 report reflects Pixalate’s opinions with respect to the 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.
Instead, Pixalate is merely rendering an opinion that these facts may be suggestive of heightened risks to data subjects.
Apps can be delisted for a variety of reasons, and Pixalate is neither asserting nor assigning a reason for any delisting action. Additionally, the initiator of the delisting is not generally publicly-available information, so it is often not possible to know whether the removal was triggered by the app store or the developer.
Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report facts as they pertain to delisted Android and iOS apps.
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.”