Over 49 million estimated monthly active users are impacted across Google Play Store apps that are enabled for open programmatic advertising (i.e., apps with an app-ads.txt file) but have no detected privacy policies, according to Pixalate’s data
London, Oct. 30, 2024 (GLOBE NEWSWIRE) — Pixalate, the global market-leading ad fraud protection, privacy, and compliance analytics platform, today released the September 2024 Open Programmatic Ads and No Detected Privacy Policy Benchmarks Report for the Google Play Store, part of Pixalate’s Privacy Violation Risks in Mobile Apps series. The report reveals new findings on the number of Google Play Store hosted mobile apps enabled for open programmatic advertising (i.e., apps with an app-ads.txt file) but have no detected privacy policies, according to Pixalate’s data. Pixalate also released an Apple App Store version of the report.
A privacy policy, also known as a ‘privacy statement’ or ‘notice,’ is an essential document often required to be disclosed under multiple global privacy laws and regulations, including the GDPR, CCPA, and more. It outlines how users’ personal data is handled by organizations and discloses individuals’ data privacy rights.
Key Findings
- Over 12,000 Google Play Store apps with ads (an app-ads.txt file) failed to provide a detectable privacy policy.
- 170 Google Play Store apps with ads were found without Privacy Policy URLs in the Play Store and only shared developer website hyperlinks; the developer website hyperlinks did not disclose privacy policies, according to Pixalate’s analysis.
- Mobile apps without detected privacy policies accumulated over 1.4 billion estimated user downloads.
- An estimated 49.2 million Monthly Active Users (MAUs) interact with Play Store apps with ads but no detected privacy policies.
- Over 5,100 unique mobile app developers published over 12,000 apps with ads lacking detected privacy policies.
- Over 5,900 Google Play Store apps with ads and no detected privacy policies do not list a country of registration in the Play Store.
Pixalate’s data science team analyzed over 587,000 mobile apps available for download across the Google Play Store in September 2024 to compile this research.
Download the Reports
- Google Play Store
- Apple App Store
About Pixalate
Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated invalid traffic (SIVT) across desktop and mobile web, mobile in-app, and CTV advertising. www.pixalate.com
Disclaimer
The content of this press release, and the September 2024 Open Programmatic Ads and No Detected Privacy Policy Benchmarks Report (the ‘report’)– including all content set forth herein – reflects Pixalate’s opinions with respect to subject matter that Pixalate believes may be useful to the digital media industry, inclusive of advertisers, advertising technology companies, developers of mobile applications, professional advisors, non-governmental entities, and regulators. Pixalate is sharing this report’s data–and opinions relating thereto–not to impugn the standing or reputation of any entity, person, or app, but, instead, to report opinions and suggest trends pertaining to certain apps available for download via the Google Play Store during the time period studied. Any data shared herein is grounded in Pixalate’s proprietary technology and compliance analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that: opinions (i.e., they are neither facts nor guarantees). Pixalate’s opinions regarding possible applicability of, legal obligations under, and compliance with applicable data protection and privacy laws and regulations are for informational purposes only, and are not offered as legal advice. Nothing in this report: (i) is intended to constitute professional and/or legal advice; (ii) actually constitutes professional and/or legal advice; or (ii) sets forth a comprehensive or complete statement of the matters discussed or the law relating thereto.
CONTACT: Nina Talcott ntalcott@pixalate.com
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