Pixalate’s Q3 2022 Programmatic Advertising on Delisted Apps Report finds over 4.6k apps delisted from the Apple App and Google Play stores had programmatic advertising in Q3 2022 and 85% of those apps had no country of registry.
LONDON, November 23, 2022 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q3 2022 Programmatic Advertising on Delisted Apps Report, a comprehensive analysis of programmatic advertising on Google and Apple delisted apps.
Delisted apps pose potential risk to consumer privacy and the overall quality of the app ecosystem. While removing apps from a store prevents future downloads, those apps can remain installed on users’ devices and continue to collect personal information. Pixalate benchmarks this important metric because advertising revenue directed to these apps can incentivize and perpetuate these privacy risks.
4.6k+ delisted apps w/ programmatic advertising across Google (4.2k+), Apple app stores (423) in Q3 2022.
$11M+ estimated ad spend on delisted apps across Google (10M$+), Apple app stores (1M$+) in Q3 2022.
65%+ of delisted apps w/ programmatic ads in Apple Store are Games, 31% in Google Play.
85%+ (4k+) of delisted apps with ads have no country of registry identified, nearly 2% (100) registered in the U.S.
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 Q3 2022 Programmatic Advertising on Delisted Apps Report(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.
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.”