Skip to content
Sign in
  • There are no suggestions because the search field is empty.

Analytics Updates: High Risk Mobile Apps 2.0 Standard and Enterprise (Beta)

What's Changing

Effective February 5, 2026 with the release of High Risk Mobile Apps 2.0 Standard and Enterprise (Beta), impressions from apps on the High Risk Mobile Apps 2.0 Standard and Enterprise (Beta) list will no longer be classified under the highRiskApp IVT type. As a result, you may see a reduction in reported IVT rates.

This change reflects a separation between app-level structural risk and impression-level IVT detection.

New Data Points

To understand how much of your traffic originates from apps on the blocklist, Analytics will surface two new data points:

  • Traffic from High Risk Apps (%)
    The percentage of your total traffic originating from apps on the list.
  • High Risk App (Yes/No)
    A boolean indicator available in app-specific reports identifying whether an app appears on the list.

This approach separates app-level risk signals from impression-level IVT classification, giving you visibility into high-risk inventory sources while preserving granular IVT reporting.

Why This Change

Standard IVT measurement operates at the impression level. It does not always capture risk that is structural, persistent, or rooted in app-level behaviour or compliance status.

High Risk Mobile Apps 2.0 Standard and Enterprise (Beta) are designed to identify apps where risk cannot be reliably isolated or mitigated through impression-level filtering alone. Analytics now reflects this distinction.

In line with the MRC’s Invalid Traffic Detection and Filtration Interim Update Memo, impressions are no longer automatically classified as IVT solely because an app appears on the High Risk Mobile Apps list.

With this update, you gain:

  • IVT reporting that reflects impression-level invalid traffic measurement
  • Dedicated visibility into traffic originating from high-risk app sources
  • The ability to make independent decisions about app-level blocking and impression-level filtering

Anticipated IVT Impact

As a result of these enhancements, we anticipate a material reduction in overall IVT and SIVT percentages, typically greater than 5%.

This reduction reflects more precise classification, not reduced detection of invalid traffic.

For projected impact, refer to your Analytics dashboard and the notification therein.

Timeline

  • February 5, 2026: Analytics updates go live

If you have any questions, please contact your Customer Success representative.