Enrichment API: Mobile Data Dictionary

Explore data points available within the Enrichment API. Data points vary by platform, see below for Mobile App related fields

Dimensions:

App ID	App Unique Identifier Package Name on Google Play Track ID for App Store
Region	Region: Global, NA(North America), EMEA, LATAM, APAC
Device	Device: Global (all), smartphone , tablet, desktop for domains
App Store	App Store: Google Play (for android), App Store (for ios)

App Overview:

App Title	App Title
Screenshot URLs	List of app screenshots
Description	App description
IAB Primary Category	IAB primary categories
IAB Sub Category	IAB secondary categories
Delisted Date	App delisted date from app store (Format : YYYY-MM-DD)
Delisted App	A flag that indicates whether the app was delisted from the app store or not true indicates the app was delisted from the app store.
Has Dangerous Permissions	Dangerous permissions cover areas where the app wants data or resources that involve the user's private information, or could potentially affect the user's stored data or the operation of other apps.

App Details:

Bundle ID	App bundle identifier (For Google Play it is package name & For App Store it is Unique identifier for the app assigned by apple developer)
Track ID	Unique identifier for the app assigned by Apple (for Only App Store) & Null for Google Play
App Store Url	App page on Google Play or App Store
Trusted Seller	Authorized trusted seller
Incentivized Activity	True indicates incentivized activity available in the app
Download Range	The estimated number of apps installed ( Only for Google Play) Ex: 500000000 - 1000000000
Average User Rating	The average user rating given by the app store. Ex: 4
Content Rating	The recommended content rating defined by the app store. Ex: Teen or 4+
Blocklisted	True indicates the app has been placed on Pixalate risk blocklist
Blocklisted Reasons	List of reasons causes the blocklist app Refer possible blocklist reasons (H144)

Pixalate Advisories:

Has App-Ads-Txt	True if AppAds.txt is enabled for the app's domain.
Has Dangerous Permissions	True if dangerous permissions are enabled. List of app permissions are in widget "appPermissions"
Private Domain	True if domain is privately registered
Has Terms And Conditions	True if app has terms and conditions
Has Privacy Policy	True if app has privacy policy
IVT Permission Risk	IVT Permission Risk (low/medium/high)
COPPA Rating	COPPA Permission Risk (low/medium/high)

Risk Overview:

IVT %	Percentage of Invalid traffic associated with advertising transactions for the app Ex: 25%
IVT Risk	Invalid traffic Risk (low/medium/high)
Viewability	The average viewability for all display ad impressions in the app Ex: 29%
Viewability Risk	Viewability Risk (low/medium/high)
Description Brand Safety Risk	The overall description risk to advertise Brand Safety from the app
Content Brand Safety Risk	The overall content risk to advertise Brand Safety from the app
IVT Permission Risk	The overall IVT risk to advertise Brand Safety from the app
Risk	Pixalate's unique advertising risk assessment based on blended risk factors including brand safety, invalid traffic and inventory for all regions and devices.It includes risk reasons. List of possible risk reasons ( Please find below Possible Risks section )

Developer Overview:

Developer Name	The business name of the app's developer
Developer Location	The business address of the app's developer
Developer Email	Contact email address of the app's developer
Developer Country	Country name of the app's developer
Developer Website	App's developer website
Developer Total Apps	The total number of apps available from the developer
Facebook Risk	Facebook Risk (low/medium/high) , Low social media engagement on Facebook can be a risk factor
LinkedIn Risk	LinkedIn Risk (low/medium/high) , Low social media engagement on LinkedIn can be a risk factor
Twitter Risk	Twitter Risk (low/medium/high), Low social media engagement on Twitter can be a risk factor

Traffic Overview:

Spoofing Risk	Spoofing Risk (low/medium/high) , The risk the app may be misrepresented in advertising transactions and ads delivered to a different app or site
Location Masking Risk	Location Masking Risk (low/medium/high) , The risk that location data is inaccurate for advertising transactions involving the app
Advertising IVT Risk	Advertising IVT Risk (low/medium/high) , The risk of advertising impressions delivered to the app being due to invalid traffic (IVT)
Click IVT Risk	Click IVT Risk (low/medium/high) , The risk of clicks originating from ads on the app being fraudulent
Viewability Risk	Viewability Risk (low/medium/high) , The risk of IAB viewability standards not being met for ad impressions on the app
Estimated Daily Active Users	Estimated daily active users of the app (Ex: 1000000)
Estimated Monthly Active Users	Estimated monthly active users of the app (Ex: 6000000)
Inventory	The estimated number of monthly impressions this app makes available programmatically
Top Device	The platform most commonly trafficked in programmatic advertising (Ex: Xiaomi Redmi or Galaxy A10)

In-App Ad Capabilities:

Display Top Ad size	The display ad size most commonly trafficked in programmatic advertising (Ex: 336x280)
Video Top Ad size	The video ad size most commonly trafficked in programmatic advertising (Ex: 768x1024)
Video Contribution	The percentage of video ads trafficked on the app Ex: 4.77%
Display Contribution	The percentage of display ads trafficked on the app Ex: 95.23%
Hyper Location Availability	The percentage of advertising transactions containing the user's latitude and longitude Ex: 98.78%
MRAID Version	The most recent version of MRAID for which the app is compliant (Ex: 3.0)
Ads Detected	True when Ads are detected in the app. Non ad-supported apps may be at risk of spoofing.
Interactive Elements	List of Interactive elements focus on what information the app has access to. Possible values are : Shares Info , Shares Location , Users Interact , Digital Purchases , Unrestricted Internet , In-App Purchases , In-Game Purchases

Brand Safety:

Description Brand Safety

App descriptive text is processed through natural language algorithms and comprehensive categorical dictionaries to predict the advertiser brand safety risk.

Description Brand Safety Risk - The overall description risk to advertise Brand Safety from the app.

1. Advisories Risk - The risk to brand safety derived from the app's content advisories.

2. Adult Content Risk - The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content .

3. Drug Content Risk - The risk to brand safety from Drug themed content based on textual analysis of the app and its descriptive content .

4. Alcohol Content Risk - The risk to brand safety from Alcohol themed content based on textual analysis of the app and its descriptive content.

5. Hate Speech Risk - The risk to brand safety from Hate Speech content based on textual analysis of the app and its descriptive content.

6. Offensive Content Risk - The risk to brand safety from content with Offensive Language based on textual analysis of the app and its descriptive content .

7. Gambling Content Risk - The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content .

8. Violence Content Risk - The risk to brand safety from Gambling focused content based on textual analysis of the app and its descriptive content

Content Brand Safety

In-App visual content is processed through an advanced machine learning algorithm and evaluated for risk to advertiser brand safety.

Adult Risk - The risk to brand safety from Adult themed content based on textual analysis of the app and its descriptive content.
Violence Risk - The risk to brand safety from potential violent imagery and content detected within the app.
Image Data - The image by image breakdown of brand safety risk factors based on advanced machine learning driven visual processing and text extraction.

Inventory & Impression Insights:

By Device	The estimated volume of programmatic ad impressions broken down by device
By Region	The estimated volume of programmatic ad impressions broken down by business region
By Country	The estimated volume of programmatic ad impressions broken down by country
By AdSize	The estimated volume of programmatic ad impressions broken down by ad sizes
By DMA	The estimated volume of programmatic ad impressions broken down by Designated Market Area (DMA)
CTR	Click Through Rate: Average CTR of this app CTR By Ad Size - The average CTR percentage of valid traffic for all ad sizes and traffic types in the app

Additional App Insights:

App Permissions	App permissions types: Normal permissions - Normal permissions cover areas where your app needs to access data or resources outside the app's sandbox, but where there's very little risk to the user's privacy or the operation of other apps. For example, permission to set the time zone is a normal permission. If an app declares in its manifest that it needs a normal permission, the system automatically grants the app that permission at install time. Dangerous permissions - Dangerous permissions cover areas where the app wants data or resources that involve the user's private information, or could potentially affect the user's stored data or the operation of other apps. For example, the ability to read the user's contacts is a dangerous permission. If an app declares that it needs a dangerous permission, the user has to explicitly grant the permission to the app. Until the user approves the permission, the app cannot provide functionality that depends on that permission.
Traffic Overlap	Overlap traffic illustrates the most common user journeys from app to app. It leverages shared users to not only connect apps together but also to create relationships between a series of apps. List of apps provided based on overall traffic (by Overall Traffic) and invalid traffic (by IVT). User Overlap - The percentage of users of the given app that also visit the app. Ex: 8.7 %. Inventory Overlap - The percentage of impressions of the given app that were generated by the users that visited the app. Ex: 3.9%
Authorized Sellers	The contribution of various sell side platforms to programmatic ad impressions sold on the app. Sellers are categorized by payment type: Direct - The contribution of direct sellers to programmatic ad impressions sold on the app. ReSeller - TO DO . Unauthorized - The contribution of unauthorized sellers (based on exclusion from App-Ads.Txt file) to programmatic ad impressions sold on the app.
Viewability Percentage	Viewability - The average viewability percentage of valid traffic for all ad sizes and traffic types in the app. The average viewability, according to the IAB standard of 50% in view for at least 1 second, for display advertisements in the app. Viewability Risk, high medium, or low By Ad Sizes - Provides Viewability details by ad sizes

Invalid Traffic:

Invalid Traffic

The percentage of invalid traffic associated with each Pixalate's taxonomy of GIVT and SIVT invalid traffic types:

IVT - The total percentage of non-human traffic measured on the app.
GIVT - GIVT refers to General Invalid Traffic - Deterministically judged to be non-human traffic; high to very high risk.
SIVT - SIVT refers to Sophisticated Invalid Traffic - Probabilistically judged to be non-human traffic using advanced statistical detection methods; moderate to high risk traffic.
GIVT Types - The percentage of invalid traffic associated with each Pixalate's taxonomy of GIVT invalid traffic types.
SIVT Types - The percentage of invalid traffic associated with each Pixalate's taxonomy of SIVT invalid traffic types