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Apps with app-ads.txt have 13% less IVT

May 8, 2020 7:35:10 AM

Pixalate's 2019 App-ads.txt and Ads.txt Trends Report updates programmatic buyers and sellers on the latest trends around the IAB Tech Lab's initiatives.

Today, we're taking a look at the possible impact of app-ads.txt on invalid traffic (IVT).

Apps with app-ads.txt have 13% less IVT

According to Pixalate's data, apps with app-ads.txt have 13% less IVT compared to apps without the file, as of Q4 2019.

app-ads-txt-ivt

Here are the total IVT rates on apps with versus without app-ads.txt, broken down by quarter:

  • Q2 2019
    • With app-ads.txt: 19.4%
    • Without app-ads.txt: 30%
  • Q3 2019
    • With app-ads.txt: 20.1%
    • Without app-ads.txt: 32.7%
  • Q4 2019
    • With app-ads.txt: 18.7%
    • Without app-ads.txt: 21.1%

The difference in Q4 2019 equates to about 13% more IVT on apps without app-ads.txt compared to those that have adopted the initiative.

Pixalate's 2019 App-ads.txt & Ads.txt Report

Pixalate’s 2019 App-ads.txt and Ads.txt Trends Report includes:

    • Latest adoption trends for app-ads.txt and ads.txt
    • App-ads.txt adoption comparison for iOS vs. Android
    • Ad fraud (IVT) impact for both app-ads.txt and ads.txt
    • Adoption rates for the most popular apps & domains
    • Top SSPs for Android, iOS, and desktop (broken down as ‘reseller’ and ‘direct’)

Download a free copy of the 2019 App-ads.txt and Ads.txt Trends Report today.

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