Research reveals 100% of the apps delisted from Roku had programmatic advertising (an app-ads.txt file), according to Pixalate’s analysis
LONDON, November 22, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the Q3 2023 Delisted CTV Apps Report, analyzing Q3 2023 DEFASED apps (Delisted From the App Store) – applications that are no longer available for download from Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV app stores. Delisted apps do not reflect the initiator of the delisting action, i.e. Roku, Amazon, Apple, Samsung, or the app developer.
Delisted apps may pose a risk to consumer privacy and the quality of the app ecosystem. While removing apps from a store can prevent future downloads, they may still be installed on users' devices and continue to collect personal information. Pixalate benchmarks this important metric because advertising revenue directed to these apps may potentially incentivize and perpetuate privacy risks.
Pixalate's report analyzes app profile information and various insights observed in the programmatic advertising bid stream, including:
Developer country of registry
Potential factors for delisting, such as level of app abandonment
Delisted apps with advertising (an app-ads.txt file)
Open programmatic ad spend on delisted apps
2,513 CTV apps delisted across four major app stores - Roku, Apple TV, Samsung TV, and Amazon Fire TV - in Q3 2023
1,718apps delisted from Roku, up 5% YoY
28 apps delisted from Amazon Fire TV, a -43% YoY decrease
767 apps delisted from Apple TV, while 17,926 remain available for download
Samsung TV did not delist any apps in Q323
100% of apps delisted from Roku had programmatic advertising (an app-ads.txt file)
Over $650k in estimated open programmatic ad spend on delisted CTV apps in Q322
The top developers by delisted apps include TomBeattyArt for Roku (113), Livecast 365 LLC for Apple TV (50) and Victory Games (4) for Amazon Fire TV
Download the full report
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 CTV 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.”