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Pixalate study estimates programmatic ad spend on abandoned mobile apps will reach $29M by 2022
London, February 2, 2023 /PR Newswire/ — Pixalatethe market-leading fraud prevention, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising, today announced Abandoned Mobile Apps Report: Q4 2022shows that over 1.8 million apps appear to be “abandoned” between the Google Play Store and the Apple App Store. So those apps he hasn’t updated in over 2 years.
Pixalate’s analysis found that 86% of abandoned apps (over 13,000) submitted their geolocation in the ad bid stream. Additionally, Pixalate data shows a 6% increase in abandoned apps across Google Play and the Apple App Store compared to Q4 2022.
Why this matters
- “Abandoned” apps can harbor serious safety, data privacy, and security concerns.
- The most innovative apps regularly release new and improved versions with bug fixes and security patches.
- This issue becomes even more important as consumer privacy concerns grow.
- Advertisers should be aware of the update frequency of their apps before making investment decisions.
In Q4 2022, there were more abandoned apps (35%+) than recently updated apps (30%)
Below are some of Pixalate’s key findings.
- Over 1.8 million abandoned apps in Q4 2022up 6% from Q3 and highest volume in 2022
- 97% of Apple apps No privacy policy URL Abandoned as of Q4 2022 (61% at Google).
- $29 million estimated programmatic advertising expenses About abandoned apps in 2022.
- 45% of abandoned apps (over 22,000) are registered Russia that is abandonedat 40% (35k+) Chinaand 38% (128k+) we
- 86% (13,000+) of abandoned apps were served by geographic location in the ad bid stream.
- 50% (68,000+) of apps considered child friendly Apps on the Apple App Store are being retired as of Q4 2022.
Download your free copy of Abandoned Mobile Apps Report: Q4 2022which includes a list of the top 100 most popular abandoned apps as of Q4 2022.
About Pixalate
Pixalate is the market leading fraud prevention, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising. We work 24/7 to protect your reputation and increase the value of your media. Pixalate offers the only system of coordinated solutions across display, apps, video and CTV to better detect and eliminate ad fraud. Pixalate is an MRC certified service for detecting and filtering highly invalid traffic (SIVT) across desktop and mobile web, mobile in-app and CTV advertising. www.pixalate.com
Disclaimer
Contents of this press release and Q4 2022 Abandoned Mobile Apps Report (seereport“), Reflects Pixalate’s opinion on factors that Pixalate believes are useful to the digital media industry. All data shared is based on Pixalate’s proprietary technology and analytics, which Pixalate continuously evaluates and updates. References to external sources should not be construed as recommendations. Pixalate’s opinions are opinions only and are not meant to be facts or guarantees. Note that just because an app appears to have not been updated for a period of time does not mean that the publisher of such an app has abandoned it or is violating any policy, best practice, or regulation. please. Instead, we note the apparent lack of activity and express the opinion that this apparent lack of updates may represent an increased risk to end users and other data subjects. I’m just there. Pixalate does not share this data to disparage the status or reputation of any entity, individual, or app, but to present opinions and report trends regarding apps available for download from the official Apple App Store and Google Play Store. increase.
contact:
Liz Margolis
[email protected]
source pixalate
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