Pixalate Unveils Mobile Ad Supply Chain Trust & Safety Reports: $6.2 Billion in Global Estimated Mobile App Open Programmatic Ad Spend in Q1 2024 Led by North America ($3.2B), EMEA ($1.4B), and APAC ($1.3B); $1.4B Spent on Ad Fraud
2024年7月17日 - 3:55AM
Pixalate, the global market-leading fraud protection, privacy, and
compliance analytics platform for Connected TV (CTV) and Mobile
Advertising, today released the Q1 2024 Global Mobile Ad Supply
Chain Trends Report. In addition to the Global report, Pixalate
also released North America, APAC, EMEA, and LATAM versions of the
report.The reports comprehensively analyze the state of open
programmatic mobile in-app advertising on apps from the Google Play
Store and Apple App Store across North America, Asia-Pacific
(APAC), Europe, the Middle East and Africa (EMEA), and Latin
America (LATAM) between January 2024 and March 2024. The reports
also include mobile device market share trends, including Apple iOS
devices and devices powered by Google’s Android operating
system.The reports provide key insights into the state of the
global mobile app ad industry by platform, including estimated open
programmatic ad spend trends by global region, top grossing mobile
apps, invalid traffic (IVT) and ad fraud trends, IAB app category
ad spend trends, and more. To compile this research,
Pixalate's data science team analyzed 5.1 million downloadable
mobile apps in the Google Play and Apple App stores and over 50
billion global open programmatic advertising impressions in Q1
2024.
Q1 2024 Global Mobile Ad Supply Chain Trends Report
Key Trends & Findings:
- $6.2 billion in global estimated open
programmatic ad spend on mobile apps across the Google Play Store
and Apple App Store in Q1 2024
- North America ($3.2 billion) captured
52%
- EMEA ($1.4 billion) captured 22%
- APAC ($1.3 billion) captured 20%
- LATAM ($363 million) captured 6%
- Apple iPhone has the largest estimated mobile
device market share in the world (49%)
- Xiaomi’s market share
increased 41% year-over-year (YoY) to 8%, while Oppo’s market share
increased 18% YoY to 4% in Q1 2024
- $1.4 billion in open programmatic mobile app
ad spend lost to invalid traffic (IVT), including ad fraud,
representing 23% of estimated spend
- North America: Apple iPhone saw a 5% YoY
market share decrease but still leads in North America with a 60%
market share
- 20% mobile in-app IVT rate across the region on apps in the
Google Play Store (21%) Apple App Store (19%)
- EMEA: Apple iPhone experienced a 14% YoY
market share decline, reaching 36% in Q1 2024
- 19% IVT rate across the region - Saudi Arabia had the highest
IVT rate (28%)
- LATAM: Samsung maintains the lead at 23%
market share but showed a 14% YoY decrease; Apple iPhone showed
strong growth, rising 78% YoY to 20% market share
- 20% mobile in-app IVT rate across the region
- Ecuador had the highest IVT rate at 24%
- APAC: Apple iPhone saw its market share drop
from 90% to 39% YoY
- In China, Huawei is up 524% YoY and now has 20% market share,
Vivo is up 542% to 19% market share, and Oppo is up 349% to 10%
market share
- 30% mobile in-app IVT rate across the region
- Thailand and South Korea tied for having the highest in-app IVT
rates in the region (36%)
Download and explore the complete Q1 2024 Global Mobile
Ad Supply Chain Trends Reports:
- Global - Mobile Ad Supply Chain Trends
- APAC - Mobile Ad Supply Chain Trends
- EMEA - Mobile Ad Supply Chain Trends
- LATAM - Mobile Ad Supply Chain Trends
- North America - Mobile Ad Supply Chain Trends
About PixalatePixalate is a global
market-leading ad fraud protection, privacy, and compliance
analytics platform. Pixalate works 24/7 to guard your reputation
and grow your media value by offering the only system of
coordinated solutions across display, app, video, and CTV for the
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 Global Mobile Ad
Supply Chain Trends Report (the "Report"), reflect Pixalate's
opinions with respect to factors that Pixalate believes can be
useful to the digital media industry. Any data shared is grounded
in Pixalate's proprietary technology and 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, which means that they are neither
facts nor guarantees. Pixalate is sharing this data not to impugn
the standing or reputation of any entity, person or app, but,
instead, to report findings and trends pertaining to programmatic
advertising activity in the time period studied. Pixalate does not
independently verify third-party information. Per the Media Rating
Council (MRC), "'Invalid Traffic' is defined generally as traffic
that does not meet certain ad serving quality or completeness
criteria, or otherwise does not represent legitimate ad traffic
that should be included in measurement counts. Among the reasons
why ad traffic may be deemed invalid is it is a result of non-human
traffic (spiders, bots, etc.), or activity designed to produce
fraudulent traffic." Certain IVT is also sometimes referred to as
"ad fraud." Per the MRC, "'Fraud' is not intended to represent
fraud as defined in various laws, statutes and ordinances or as
conventionally used in U.S. Court or other legal proceedings, but
rather a custom definition strictly for advertising measurement
purposes."
Nina Talcott
Pixalate Inc.
ntalcott@pixalate.com