Research reveals over 106,000 ad-supported apps removed from app stores in Q3 2023 - up 95% year-over-year
LONDON, November 15, 2023 -- Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, this week released the Q3 2023 Delisted Mobile Apps Report, analyzing Q3 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
Potential factors for delisting, such as level of app abandonment
Delisted apps with advertising (an app-ads.txt file)
Since the start of 2021, 4.3 millionapps have been delisted from the Google Play Store and Apple App Store combined – close to the current number of apps available to download (5.4 million)
479K apps were removed in Q3 2023 – up 37% YoY from Q3 2022
Google saw an increase in delisting (+72% YoY) while Apple’s delisting decreased (-17% YoY)
95% (458K) of apps delisted from the Google Play Store had under 100K downloads; 99% (115K) of apps removed from Apple had less than 1k user ratings in Q3
39% (186K) of delisted apps were abandoned (not updated for 2+ years)
106K delisted apps had advertising (an app-ads.txt file)
This is up +95% YoY
$9.3 million in estimated open programmatic ad spend on apps delisted in Q3 2023, 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.”