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February 2023 Mobile IVT Overlap Report

 

Pixalate’s February 2023 Mobile IVT Overlap Report reveals which Google Android and Apple iOS mobile apps share elevated levels of invalid traffic (IVT).

Key takeaways from the report:

  • Xumo Play, MTV and CBS Interactive among Google Play Store apps apparently targeted, with up to 50% shared IVT traffic
  • Bricks n Balls, Merge Monster and Alarm Clock for Me - Wake Up! among Apple iOS App Store apps apparently targeted with over 50% shared IVT traffic
  • Popular apps like Tubi, Pluto TV and Plex were found to be associated with the apps with the most overlap on Google Play store indicating that these apps may also be targeted
  • ...and more!
In case you missed it, find out more in the February 2023 Mobile IVT Overlap Blog

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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.”

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