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32% of mobile app programmatic ads are potentially brand-unsafe

Feb 10, 2020 9:14:07 AM

Pixalate's 2019 Mobile Advertising Supply Chain Safety Report dives into brand safety for mobile in-app programmatic advertising on the Google Play Store.

The results reveal that a significant amount of programmatic mobile in-app ad transactions are possibly-brand unsafe.

About 31,000 Google Play Store apps have possibly brand-unsafe advisories

In Q1 2019, about 26,000 Google Play Store apps had possibly brand-unsafe advisories. By Q3, that number had risen to over 31,000. 

Possibly "brand-unsafe" or "objectionable" advisories are based on content ratings used by the Google Play Store as well as other brand safety categories found through a content analysis of the app by Pixalate (i.e. adult/sexual content, gambling, violence, drugs, alcohol, profanity, or unrestricted web access).

Nearly one-third (32%) of programmatic ads appear next to possibly objectionable content


According to Pixalate's research, the 31,000 Google Play Store apps with possibly brand-unsafe advisories received about 32% of all mobile in-app Android programmatic ad transactions in Q3 2019.

This means that nearly one-third of all programmatic mobile app ads targeting Android users in Q3 2019 were potentially brand-unsafe, the highest mark in 2019.

  • Q1 2019: 27% appeared next to possibly brand-unsafe content
  • Q2 2019: 31% appeared next to possibly brand-unsafe content
  • Q3 2019: 32% appeared next to possibly brand-unsafe content

2019 Mobile Advertising Supply Chain Safety Report

Download a free copy of the 2019 Mobile Advertising Supply Chain Safety Report to learn more.

Download Report


The content of this blog reflects Pixalate's opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary 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.

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