Pixalate unveils May 2024 Global Mobile Publisher Trust Index Rankings

WeatherBug and TextNow lead North American apps in programmatic ad quality across Apple and Google stores.

Pixalate unveils May 2024 Global Mobile Publisher Trust Index Rankings

Pixalate this week released its May 2024 Global Mobile Publisher Trust Index (PTI) for apps on the Apple App Store and Google Play Store. This comprehensive report, based on an analysis of over 29.9 billion global open programmatic ad impressions across nearly 12.5 million mobile apps, provides invaluable insights into the quality of open programmatic app advertising inventory across various mobile platforms, categories, countries, and regions.

The PTI report, released just three days before the end of June 2024, offers advertisers a detailed view of mobile app quality supporting programmatic advertising. It encompasses rankings for North America, Latin America (LATAM), Europe, Middle-East and Africa (EMEA), and Asia-Pacific (APAC) regions. These rankings are determined by multiple factors, including invalid traffic (IVT), popularity, ad density, and engagement scores, providing a holistic assessment of app quality for advertisers.

According to Pixalate's data science team, the analysis covered apps from both the Apple App Store and Google Play Store, including those that have been delisted. This comprehensive approach ensures a thorough evaluation of the mobile app ecosystem, offering advertisers a reliable guide for their programmatic advertising strategies.

In the North American market, the report highlights 'WeatherBug' as the top-ranked app for open programmatic advertising quality on both the Apple App Store and Google Play Store. This achievement underscores the app's commitment to maintaining high standards in ad quality and user engagement. Following closely are 'TextNow' and 'Jigsaw Puzzle', which have also emerged as leaders in the North American market.

The global nature of the PTI report provides valuable insights into regional variations in app quality. For instance, in the EMEA region, 'Muslim Pro: Quran Athan Prayer' topped the Apple App Store rankings, while 'Candy Crush Saga' led the Google Play Store. These findings highlight the diversity of app preferences and quality across different geographical areas.

Pixalate's PTI methodology, which can be found on their website, takes into account various factors to provide a comprehensive quality score. This approach allows advertisers to make informed decisions about their ad placements, potentially improving the effectiveness of their campaigns and reducing the risk of ad fraud.

The release of this report comes at a crucial time in the digital advertising industry. With the increasing shift towards mobile advertising, understanding the quality of app inventory has become more important than ever. According to eMarketer, mobile ad spending is projected to reach $399.6 billion globally in 2024, representing a significant portion of total digital ad spend. This trend underscores the importance of tools like Pixalate's PTI in guiding advertising strategies.

The PTI report also sheds light on the ongoing challenge of invalid traffic (IVT) in the mobile advertising ecosystem. IVT, which includes both fraudulent and non-human traffic, continues to be a significant concern for advertisers. By including IVT as a factor in its rankings, Pixalate's PTI helps advertisers identify apps that maintain high standards of traffic quality.

It's worth noting that Pixalate defines fraud differently from legal definitions. According to the Media Rating Council (MRC), cited by Pixalate, fraud in this context is a custom definition strictly for advertising measurement purposes. Similarly, invalid traffic is defined as traffic that doesn't meet certain ad serving quality or completeness criteria, or doesn't represent legitimate ad traffic that should be included in measurement counts.

The implications of this report extend beyond just ranking apps. It provides valuable insights into the overall health of the mobile advertising ecosystem. For app developers, the PTI can serve as a benchmark for improving their ad quality and user engagement metrics. For advertisers, it offers a tool to optimize their ad placements and potentially improve return on investment.

Moreover, the PTI report highlights the importance of considering multiple factors when assessing app quality. While popularity is often used as a primary metric, Pixalate's approach demonstrates that factors like ad density and engagement scores are equally crucial in determining the true value of an app for advertisers.

The regional variations in app rankings also provide interesting insights into user preferences and app performance across different markets. For instance, the fact that different apps top the rankings in different regions suggests that app performance is heavily influenced by local factors and user behaviors.

From a technical standpoint, Pixalate's analysis of such a vast number of ad impressions and apps demonstrates the scale and complexity of the mobile advertising ecosystem. The ability to process and derive meaningful insights from this volume of data is a testament to the sophistication of modern ad tech platforms.

However, it's important to note that while the PTI provides valuable insights, it should be used as part of a broader strategy for ad placement decisions. Advertisers should consider multiple sources of information and conduct their own due diligence when making advertising decisions.

The mobile app landscape is highly dynamic, with new apps constantly entering the market and existing ones evolving. This dynamism is reflected in the monthly nature of Pixalate's PTI reports, allowing advertisers to stay updated on the latest trends and shifts in app quality.

Looking ahead, the insights provided by reports like Pixalate's PTI are likely to become increasingly valuable as the mobile advertising industry continues to grow and evolve. With privacy concerns and regulatory changes impacting traditional advertising methods, the ability to identify high-quality app inventory for programmatic advertising will be crucial for advertisers looking to maintain effective campaigns.

In conclusion, Pixalate's May 2024 Global Mobile Publisher Trust Index provides a comprehensive and nuanced view of the quality of mobile apps for programmatic advertising. By considering factors beyond just popularity, it offers advertisers a sophisticated tool for optimizing their mobile ad strategies. As the mobile advertising landscape continues to evolve, such insights will play a crucial role in helping advertisers navigate this complex ecosystem and make informed decisions about their ad placements.

The report's findings, particularly the strong performance of apps like WeatherBug, TextNow, and Jigsaw Puzzle in North America, offer valuable benchmarks for both advertisers and app developers. As the industry continues to grapple with challenges like invalid traffic and the need for engaged, high-quality audiences, tools like Pixalate's PTI will undoubtedly play an increasingly important role in shaping the future of mobile advertising.

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