26% of Android ad transactions are invalid traffic, Pixalate identifies

This month, Pixalate released the 2019 Mobile Advertising Supply Chain Safety Report – series Google Play Store – where it states that 26% of Android ad transactions are invalid traffic, and ~33% of ad transactions go to brand-unsafe apps.

According to Pixalate, there are over 3.2 million apps on the Google Play Store, and around 500 thousand apps support programmatic advertising.

Pixalate identified that 33% of the programmatic ad fraud is coming from China-registered apps, 24% on apps where the address is not listed, 19% from apps from the US, and 18% from apps from Russia.

Programmatic Ads in deslisted apps

5% of the in-app ads served in programmatic are going to delisted apps on the Google Play Store. Pixalate created a top 100 list of delisted apps from the Google Play Store. Pixalate says more than 890 thousand apps have been removed from the store through Q3’19.


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