Pixalate recently hosted a webinar to dive deep into the latest trends in the mobile in-app ad ecosystem relating to risk factors around consumer privacy, safety, and compliance — with a key focus on the Children's Online Privacy Protection Act (COPPA).
Webinar's speakers included:
Allison Lefrak - Senior Vice President of Public Policy, Ads Privacy and Children's Online Privacy Protection Act (COPPA) Compliance at Pixalate
Tyler Loechner - Director of Marketing at Pixalate
Full Webinar: Global Mobile App Supply Chain Privacy & Safety in 2021
Calls for a national privacy law in the U.S.
Privacy has recently emerged as one of the most daunting challenges across all industries, particularly digital advertising. Both businesses and the government are focusing on privacy.
"I think ... Apple's decision to turn off the identifier for advertisers by default, and Google planning to turn off third-party cookies in the Chrome browser, are indicative of a trend of big tech making it more difficult to track consumers across different publishers' websites. In addition, the recent enactment of state privacy laws in California, Virginia, and Colorado, and at least four other states that have pending privacy legislation in committee, has increased focus on consumer privacy on Capitol Hill," explained Allison Lefrak - Senior Vice President of Public Policy, Ads Privacy and COPPA Compliance at Pixalate.
Potential support from the business community for federal privacy law may help drive nationwide legal changes. The business entities and leaders do not want to have to deal with 50 slightly different state regulations, Lefrak contended. Instead, there is support for a national privacy law. For example, Sundar Pichai, CEO of Alphabet (Google), recently “argued for the creation of a federal privacy standard in the U.S., similar to the GDPR in Europe,” per TechCrunch.
Mobile app store privacy trends
Tyler Loechner presented data highlighting some of the most crucial trends across the Google Play Store and Apple App Store, based on Pixalate’s recent reports:
Google Play Store privacy trends
87% of all apps in the Google Play Store purport to be suited for audiences including children aged 12 and under.
Apps for children in H1 2021 were more likely to request at least one "dangerous permission" than apps for older audiences (69% to 59%).
You can download the H1 2021: Global Mobile Ad Supply Chain: Privacy & Safety on Apps for Children Reports here: Google Report and Apple Report.
Dangerous permissions in mobile apps
"Dangerous permissions" are permissions requested by apps with potentially the highest risk of breaching users' privacy (though it does not mean that apps requesting such permissions actually exploit users' data). Pixalate shared data in the webinar about "dangerous permissions" on apps in the Google Play Store in H1 2021:
Over a million apps for kids on the Google Play Store can access the device's fine location.
Nearly a million apps on the Google Play Store can access the camera.
11% of apps for kids on the Google Play Store can record audio.
There was a 21% YoY increase in the number of Google Play Store apps that request the record audio permission.
There was a 13% YoY increase in the number of apps that request access to the camera.
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.”