London, August 14, 2024 (GLOBE NEWSWIRE) – Pixelatethe market-leading analytics platform for fraud protection, data protection and compliance for Connected TV (CTV) and mobile advertising, today released the July 2024 Mobile Apps IVT Report for the AppleAppStore And Google Play StoreThe series shows which mobile apps appear to be most affected by invalid traffic (IVT), including ad fraud, as measured by Pixalate.
In July 2024, Pixalate analyzed over 304,000 downloadable apps in the Apple App Store and Google Play Store, as well as over 32.5 billion open programmatic ad impressions worldwide.
The reports highlight the five most common IVT types that Pixalate observed on both mobile app platforms during the study period:
- Display impression fraud (Significant outlier activity*): Refers to impressions generated from the same browser or device at a statistically significantly higher rate.
- Video ad fraud (Severe outlier activity*): Video ad impressions that are generated from the same browser or device at a statistically significantly higher rate.
- Masked IP (Manipulation/falsification of location-based attributes*): These are video ad impressions that are generated from the same browser or device at a statistically significantly higher rate.
- Proxy (Invalid Proxy Traffic*): The impression comes from an intermediary proxy device that is tampering with traffic counts, passing non-human or invalid traffic, or not adhering to protocol.
- High-Risk Device ID (Known as dangerous or fraudulent SIVT sources*): The imprint comes from a device ID that has a high risk of invalid traffic.
*( ) refers to the IVT detection method of the Media Rating Council (MRC) Invalid traffic policies.
Pixalate excluded spoofing from this report because spoofing requires other tactics to prevent it (e.g. blocking an app that is heavily affected by spoofing could result in apps with real traffic that are attractive to buyers being blocked). See our Mobile App Spoofing Series for a list of apps most affected by the spoofing IVT type.
Learn more about the IVT types reported by Pixalate in our Knowledgebase.
Top Mobile Apps with IVT Influence Measured by Pixalate – July 2024
Google Play Store apps with the highest IVT rates – July 2024
1. Dollar Hero Grand Vegas Police 50%
2. Stock rope hero 49%
3. 파바각 – 빵순이를 위한 빵테크 앱테크 리워드 48%
4. Meaning: 첫화면 뉴스 포인트 환경 탄소중립 48%
5. GuruShots – Photography 47%
Apple App Store Apps with the Highest IVT Rates – July 2024
1. SFR HomeSound 51%
2. REDBOX: Rent, Stream & Buy 49%
3. Sudoku (full version) 49%
4. SportsEngine – Team Management 48%
5. Search results 48%
Download the full list of top 20 mobile apps affected by IVT in July 2024.
About Pixalate
Pixalate is a global platform for privacy compliance, fraud prevention and data intelligence in the digital advertising supply chain. Founded in 2012, Pixalate’s platform is used by regulators, data researchers, advertisers, publishers, ad tech platforms and financial analysts across the Connected TV (CTV), mobile app and website ecosystems. Pixalate is MRC accredited for Sophisticated Invalid Traffic (SIVT) detection and filtering. www.pixalate.com
Disclaimer
The content of this press release and the Apps with the highest IVT reports (The “report“), reflect Pixalate’s opinions regarding factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that: opinions, meaning they are neither facts nor guarantees. Pixalate does not share this data to question the standing or reputation of any entity, person or app, but rather to report insights and trends related to programmatic advertising activity during the period under review.
