Advertisers spend three times as much on programming, presumably for children; According to Pixalate, apps for kids are 37% more likely to send location data to advertisers.
LONDON, November 17, 2022 /PRNewswire/ — Pixalate, the world’s leading fraud, privacy and compliance analytics platform for connected television (CTV) and mobile advertising, today released the Google vs. Apple COPPA (Children’s Online Privacy Protection Act) Risk Scorecard for 3 quarter of 2022. Report to check the status of children’s online privacy in apps available for download in the Google and Apple app stores.
A list of the top 1,000 apps for kids that have programmatic ads and have been reviewed for trust and safety by Pixalate’s Trust and Safety Advisory Board can be found here.
Pixalate found more than 419,000 apps believed to be intended for children in the Google Play and Apple App Stores. According to data from Pixalate, the number of apps believed to be intended for children in the Google Play Store increased by 2.3% quarter-on-quarter. Additionally, in Q3 2022, 81% of Google’s top 1,000 apps believed to be aimed at children shared a GPS or IP address with advertisers and/or data brokers.
According to Pixalate’s research, advertisers spend three times more on a program likely to target children than on general audience programs. Apps for kids are also more likely to share sensitive user data with advertisers: 59% of apps for kids are more likely to provide both GPS and IP address to third-party digital advertisers, compared to 43% of apps that aren’t likely to target kids.
Key Takeaways: Pixalate’s Q3 2022 Google vs. Apple COPPA Scorecard
- Exist More than 419 thousand applications for children in Google and Apple stores as of Q3 2022.
- 8% apps in the Apple and Google app stores are likely intended for children
- 44% of all mobile applications believed to be intended for children ask for permission to access personal information.
- 64% the country of registration is not indicated for the applications allegedly intended for children. Only 9% are registered in the USA
- 81% of the upper 1 thousand the most popular probably intended for children applications in the Google store transmit location or IP data in the advertising bid stream
Check out the full Google vs. Apple COPPA Risk Scorecard for Q3 2022.
Pixalate uses automated processing derived from a combination of signals to determine whether an application is likely intended for children, including the application’s category, subcategory, content rating, and contextual signals (including child-related keywords in the application’s title or application description). Pixalate also uses manual app reviews by Pixalate’s Trust and Safety Advisory Board faculty, who evaluate apps based on the children’s factors outlined in the COPPA Rule. See our full methodology for more information.
Pixalate is the market-leading anti-fraud, privacy and compliance analytics platform for connected television (CTV) and mobile advertising. We work 24/7 to protect your reputation and increase media value. Pixalate offers a single system of coordinated solutions for display, app, video and CTV to better detect and eliminate ad fraud. Pixalate is an MRC accredited service for detecting and filtering sophisticated invalid traffic (SIVT) on desktop and mobile websites, mobile apps and CTV advertising. www.pixalate.com
Contents of this press release and the Google v. Apple COPPA Risk Assessment Report for the third quarter of 2022 (“report“), reflect Pixalate’s opinion on factors that Pixalate believes may be beneficial to the digital media industry. Pixalate’s opinions are just that, opinions, which means they are neither facts nor guarantees; and neither is this press release , nor the report is intended to impugn the authority or reputation of any organization, person, or app, but rather to report results and apparent trends regarding mobile apps from the Google and Apple app stores.Pixalate estimates programmatic ad spend using its own statistical models that include monthly active users (MAU), average session duration per user, average CPM for a specific app category, and ad density.