Pixalate’s Children’s Privacy Index Reveals Risk Levels for Mobile Advertising Sellers

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Pixalate, a global fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, has released the February 2024 Children’s Privacy Index for Mobile Advertising. The index assesses Supply-Side Platforms (SSPs) based on the percentage of ads they sell that appear on child-directed apps.

The key findings indicate that 10 sellers are considered high risk, 13 sellers are medium risk, and 21 sellers are low risk. Pixalate’s Seller Trust Index ranks sellers based on the percentage of their ad impressions within apps that are likely child-directed. This knowledge is crucial in mitigating compliance risks as child-directed apps pose a COPPA compliance risk to both buyers and sellers in the advertising industry.

Pixalate also disclosed that Google had an estimated 290,000 likely child-directed apps, while Apple had 148,000 available for download, as of Q4 2023. These numbers stress the importance of implementing strict guidelines to protect children’s privacy online.

COPPA (Children’s Online Privacy Protection Act) has been the governing law for protecting children’s online privacy in the U.S. for almost 25 years. However, its application in today’s advertising ecosystem has come under scrutiny. COPPA prohibits the collection of data from children under 13 without verified parental consent. Inadequate labeling of child-directed apps in app stores puts advertisers, ad buyers, and sellers at risk of unintentionally collecting children’s personal data.

Pixalate suggests that Google and Apple, as the gatekeepers of app stores, should require developers to clearly identify apps targeting children and prominently display that information. This not only helps protect children online but also aids ad tech companies in complying with COPPA.

Pixalate, founded in 2012, is a trusted platform specializing in privacy compliance, ad fraud prevention, and digital ad supply chain data intelligence. It provides valuable insights to regulators, advertisers, publishers, and ad tech platforms across various digital ecosystems.

Pixalate is a global fraud protection, privacy, and compliance analytics platform that operates in the Connected TV (CTV) and Mobile Advertising industry. The company specializes in providing insights and solutions to mitigate compliance risks and protect user privacy in the digital advertising ecosystem.

The February 2024 Children’s Privacy Index for Mobile Advertising, released by Pixalate, assesses Supply-Side Platforms (SSPs) based on the percentage of ads they sell that appear on child-directed apps. This index helps advertisers, ad buyers, and sellers in evaluating the compliance risk associated with advertising on child-directed platforms.

According to Pixalate’s findings, 10 sellers are considered high risk, 13 sellers are medium risk, and 21 sellers are low risk. These rankings are based on the percentage of ad impressions within apps that are likely child-directed. It is essential for industry players to be aware of this information to ensure compliance with COPPA (Children’s Online Privacy Protection Act) regulations.

Pixalate also revealed that Google had an estimated 290,000 likely child-directed apps, while Apple had 148,000 in Q4 2023. These numbers highlight the need for strict guidelines and measures to protect children’s privacy online.

However, COPPA’s application in the advertising ecosystem has faced scrutiny. The law prohibits the collection of data from children under 13 without verified parental consent. Inadequate labeling of child-directed apps in app stores poses risks for advertisers, ad buyers, and sellers, as it may lead to unintentional collection of children’s personal data.

Pixalate recommends that Google and Apple, as the gatekeepers of app stores, enforce clear identification of apps targeted at children and prominently display this information. This not only safeguards children online but also helps ad tech companies comply with COPPA regulations.

For more information, visit Pixalate’s website to learn about their comprehensive privacy compliance solutions and ad fraud prevention services.