Research reveals nearly 68,000 ad-supported apps removed from app stores in Q2 2023; 11.9k delisted mobile apps are still sharing geolocation data with advertisers
LONDON, October 12, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q2 2023 Delisted Mobile Apps Report, analyzing Q2 2023 DEFASED apps (Delisted From the App Store) - apps that are no longer available for download from the Google Play Store and Apple App Store, including apps that have programmatic advertising.
Developer country of registry
Transmission of personal information in the advertising bid stream, including geolocation data
Since the start of 2021, 3.8M apps have beendelisted from the Google Play Store and Apple App Store combined
These apps had accumulated 71B downloads in the Google Play Store and 112M user ratings in the Apple App Store
2.6M apps were delisted on the Google Play Store as compared to 1.2M removed from the Apple Store
11.9K apps delisted between Q1 2022 - Q1 2023 were found passing user location data in the ad bid stream in June 2023
1.6k of which were passing U.S.-based location data in the ad bid stream
21.7K delisted apps attributed to APAC-based developers - the highest of any region in Q2 2023 - with EMEA a close second (21.2K)
Nearly 68,000 apps delisted in Q2 2023 had an app-ads.txt file (i.e., programmatic advertising)
Top Delisted Apps and App Developers
Rovio Entertainment’s “Angry Bird Seasons” - which had over 100 million Google Play Store downloads - was delisted from both the Google Play Store and Apple App Store, as was Zynga’s “Wheel Smash” (over 1 million downloads from the Google Play Store).
Below are the top three delisted developers with the most open programmatic advertising in Q2 2023, as measured by Pixalate.
The full report contains the list of the top 10 delisted developers with the most open programmatic ad traffic, according to Pixalate’s data.
Download the full report
Download a free copy of the report, including a list of the top 200 delisted apps by store with programmatic advertising (based on the presence of an app-ads.txt file), here:
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
The content of this press release, and the Delisted Mobile Apps 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. 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.
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.”