Pixalate’s December 2022 Children’s Privacy Index for Mobile Advertising Ranks Programmatic Sell-Side Platforms (SSPs) Based on Percentage of Inventory from Child-Directed Apps

Pixalate’s Children’s Privacy Index for Sellers helps the ad tech industry comply with the Children’s Online Privacy Protection Act (COPPA).

London, January 24, 2023 /PR Newswire/ — Pixalatethe market-leading fraud prevention, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising, today announced December 2022 Child privacy index for mobile advertising.

Pixalate is an ad fraud intelligence and marketing compliance platform with solutions across display, mobile apps, video and OTT/CTV. (PRNewsfoto/Pixalate)

The monthly index benchmarks supply-side platforms (SSPs) based on the percentage of ads sold in apps that are likely to be directed to children, as assessed by Pixalate’s. COPPA methodology.

important point

  • In December, two sellers were reported at a critical risk level. The last time the seller reached a critical risk level was in October.

  • Six sellers were high-risk in December, down 33% from November.

  • There were 12 medium-risk sellers, down 20% from the previous month.

  • November 19 to 22 sellers were found to be low risk.

According to Pixalate Q3 2022 COPPA Risk Scorecard Report: Google Vs. Apple Google and Apple’s mobile app stores have nearly 420,000 mobile apps for kids, representing about 8% of all apps in both stores. These apps can pose COPPA compliance risks to ad buyers and sellers, and knowing which apps are made for children is an important step in mitigating compliance risks.

Visit Pixalate knowledge base For more information on the Mobile Advertising Children’s Privacy Index, please visit

What is COPPA – and why it matters to advertisers

For nearly 25 years, children’s online privacy in the United States has been governed by COPPA and its implementing rules, but COPPA is under scrutiny as regulators seek to apply it to today’s complex advertising ecosystem. increase.

COPPA prohibits collecting data from children under the age of 13 without verified parental consent. Advertisers, ad buyers, and sellers are exposed to the risk of collecting personal data of children from apps that are not clearly marked as made for children in the app store. As gatekeepers of mobile app stores, Google and Apple are well positioned to provide clarity, but require developers of apps that target children to identify that, or make that information prominent in app stores. I will never pick it up like that. Doing so will not only help parents protect their kids online, but it will also help ad tech companies comply with her COPPA.

About Pixalate

Pixalate is the market leading fraud prevention, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising. Pixalate offers the only system of tailored solutions across display, apps, video and CTV to better detect and eliminate ad fraud. Pixalate’s marketing compliance solution encompasses the industry’s first COPPA compliance technology, designed to identify likely child-friendly apps and potential compliance risks. Pixalate is an MRC certified service for detecting and filtering highly invalid traffic (SIVT) across desktop and mobile web, mobile in-app and CTV advertising. www.pixalate.com


the content of this press release and The Mobile Advertising Children’s Privacy Index reflects Pixalate’s opinion on factors that Pixalate believes are useful to the digital media industry. Note, however, that a seller’s rating on the Mobile Advertising Children’s Privacy Index does not mean that the seller is not compliant with his COPPA. Further, with respect to apps that appear to be child-friendly and have characteristics that, in Pixalate’s opinion, may pose relevant privacy obligations and/or risks, such claims reflect Pixalate’s opinion (i.e. , neither fact nor guarantee). In addition, Pixalate’s methodology used to present such opinions, derived from automated processing, sometimes combined with human intervention, is not warranted by Pixalate as to the accuracy of such opinions. will not be Neither this press release nor the Mobile Advertising Children’s Privacy Index is intended to challenge the status or reputation of any entity, person or app, but is intended to report findings and apparent trends. increase.

Liz Margolis



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source pixalate

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