--- title: Pixalate's Q2 2024 Mobile Ad Supply Chain Trust & Safety Reports description: Pixalate's Q2 2024 Global Mobile Ad Supply Chain Trends Report analyzes the state of open programmatic mobile in-app advertising on apps from the Google Play Store and Apple App Store image: https://www.pixalate.com/hubfs/Blog_Media/Blog%20photos/Mobile%20Apps%20Ad%20Supply%20Chain%20Report%20%20-%20Global%20-%20Q2%202024%20.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) [Mobile](https://www.pixalate.com/blog/topic/mobile) | [Ad Fraud](https://www.pixalate.com/blog/topic/ad-fraud) | [Research Reports](https://www.pixalate.com/blog/topic/research-reports) | 3 min read # Pixalate's Q2 2024 Mobile Ad Supply Chain Trust & Safety Reports: $6.4 Billion in Global Estimated Mobile App Open Programmatic Ad Spend Led by North America ($3.2B), EMEA ($1.4B), and APAC ($1.4B) Written by [Pixalate](https://www.pixalate.com/blog/author/pixalate) Sep 27, 2024 10:00:00 AM *According to Pixalate’s research and data, in Q2 2024 Apple iPhone had the largest estimated mobile device market share in the world (51%, up 6% year-over-year), but saw its market share drop -21% in APAC YoY while Oppo rose +37% YoY in the region*   **LONDON, September 27, 2024** -- [Pixalate](https://www.pixalate.com/), the global market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the [Q2 2024 Global Mobile Ad Supply Chain Trends Report](https://www.pixalate.com/mobile-ad-supply-chain-trends-report-global). In addition to the Global report, Pixalate also released [North America](https://www.pixalate.com/mobile-ad-supply-chain-trends-report-north-america), [APAC](https://www.pixalate.com/mobile-ad-supply-chain-trends-report-apac), [EMEA](https://www.pixalate.com/mobile-ad-supply-chain-trends-report-emea), and [LATAM](https://www.pixalate.com/mobile-ad-supply-chain-trends-report-latam) versions of the report. The reports comprehensively analyze the state of open programmatic mobile in-app advertising on apps from the Google Play Store and Apple App Store across North America, Asia-Pacific (APAC), Europe, the Middle East and Africa (EMEA), and Latin America (LATAM) between January 2024 and March 2024. The reports also include mobile device market share trends, including Apple iOS devices and devices powered by Google’s Android operating system. To compile this research, Pixalate's data science team analyzed 5.1 million downloadable mobile apps in the Google Play and Apple App stores and over 50 billion global open programmatic advertising impressions in Q2 2024. ## **Q2 2024 Global Mobile Ad Supply Chain Trends Report Key Trends & Findings:** ## **Global Key Findings:** - **$6.4 billion** in global estimated open programmatic ad spend on mobile apps across the Google Play Store and Apple App Store in Q2 2024 - **North America** ($3.2 billion) captured 50.2%  - **EMEA **($1.4 billion) captured 22.3% - **APAC **($1.4 billion) captured 22% - **LATAM** ($353 million) captured 5% - **Apple iPhone **has the largest estimated mobile device market share in the world (51%) - **$1.4 billion** in global open programmatic mobile app ad spend **lost to invalid traffic (IVT)**, including ad fraud, in Q2 2024, representing 20% of estimated spend ## **Regional Key Findings:** - **North America**: Apple iPhone leads in North America with a 64% market share - Google Play Store apps had a higher invalid traffic (IVT, including ad fraud) rate of 20%, compared to 17% for apps in the Apple App Store - **EMEA**: Apple iPhone SOV increased +16% YoY, from 35% to 41% - **16%** IVT rate across the region; Saudi Arabia had the highest IVT rate **(28%)** - **LATAM**: Apple iPhone had the highest SOV at **29%** - **19%** mobile in-app IVT rate across the region; Brazil had the highest IVT rate at** 22%** - **APAC**: Apple iPhone saw its market share drop -21% YoY (from 41% to 33%) - **Oppo** SOV increases +37% YoY; from 12% to 17% - **30%** mobile in-app IVT rate across the region; Indonesia has the highest IVT rate at 35% The reports provide key insights into the state of the global mobile app ad industry by platform, including estimated open programmatic ad spend trends by global region, top grossing mobile apps, invalid traffic (IVT) and ad fraud trends, IAB app category ad spend trends, and more. Download and explore the complete Q2 2024 Global Mobile Ad Supply Chain Trends Reports: ##  [![Global](https://no-cache.hubspot.com/cta/default/2364596/3bb1238e-7062-4e0e-bf59-cd9081693c77.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/3bb1238e-7062-4e0e-bf59-cd9081693c77)    [![North America](https://no-cache.hubspot.com/cta/default/2364596/8a143000-5c94-4887-85d9-56a76fae8994.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/8a143000-5c94-4887-85d9-56a76fae8994)    [![LATAM](https://no-cache.hubspot.com/cta/default/2364596/9249bcde-25b1-4472-8d93-c475291010ee.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/9249bcde-25b1-4472-8d93-c475291010ee) [![EMEA](https://no-cache.hubspot.com/cta/default/2364596/97c25541-073a-4b07-bca8-f1f89a7cb9d8.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/97c25541-073a-4b07-bca8-f1f89a7cb9d8)    [![APAC](https://no-cache.hubspot.com/cta/default/2364596/084ae05f-cf37-4c92-acc4-ef138c522a7f.png)](https://cta-redirect.hubspot.com/cta/redirect/2364596/084ae05f-cf37-4c92-acc4-ef138c522a7f) **About Pixalate** Pixalate is a global platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. Founded in 2012, Pixalate is trusted by regulators, data researchers, advertisers, publishers, ad tech platforms, and financial analysts across the Connected TV (CTV), mobile app, and website ecosystems. Pixalate is accredited by the MRC for the detection and filtration of Sophisticated Invalid Traffic (SIVT).  [pixalate.com](https://www.pixalate.com/) **Disclaimer** *The content of this press release, and the Global Mobile Ad Supply Chain Trends 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 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 in the time period studied. Pixalate does not independently verify third-party information. Per the *[*Media Rating Council (MRC)*](https://mediaratingcouncil.org/sites/default/files/Standards/IVT%20Addendum%20Update%20062520.pdf)*, "'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." Certain IVT is also sometimes referred to as "ad fraud." Per the *[*MRC*](https://mediaratingcouncil.org/sites/default/files/Standards/081815%20Viewable%20Ad%20Impression%20Guideline_v2.0_Final.pdf)*, "'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."* ### 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 Q2 2024 Google vs. Apple COPPA Risk Scorecard Report: Child-Directed Apps Are 50% More Likely to Share GPS Location & IP Address Data in Open Programmatic Advertising Bid Stream](https://www.pixalate.com/blog/q2-2024-google-vs-apple-coppa-risk-scorecard-report) [** ](https://www.pixalate.com/blog) Next Story [Pixalate Week in Review: September 23 - 27, 2024 →](https://www.pixalate.com/blog/september-27th-2024) ## You May Also Like These Stories on Mobile [![](https://www.pixalate.com/hubfs/Blog%20Media/2026%20Covers%20and%20Images/OpenEPG%20landing%20page%20hero%20image.png) ](https://www.pixalate.com/blog/pixalate-launches-openepg-1.0-analytics-to-bring-linear-tv-grade-measurement-verification-to-open-programmatic-ctv) [Mobile](https://www.pixalate.com/blog/topic/mobile) ### [Pixalate Launches OpenEPG™ 1.0 Analytics to Bring Linear TV-Grade Measurement & Verification to Open Programmatic CTV; 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