44% of the 1,000 likely child-targeted apps in Google and Apple stores request permissions to access personal data


Advertisers are spending three times more per app for likely child-friendly apps; According to Pixalate data, kid-targeted apps are 37% more likely to share location data with advertisers.

LONDON, November 17, 2022 /PRNewswire/ — Pixalate, the world’s leading fraud protection, privacy and compliance analytics platform for connected TV (CTV) and mobile advertising, today released the Google vs. Apple COPPA (Children’s Online Privacy Protection Act) risk scorecard for Q3 2022 publishes report examining children’s online privacy in apps downloadable from Google and Apple app stores.

The list of the 1,000 most likely apps for kids to contain programmatic ads, verified for child-centricity by the Pixalate Trust and Safety Advisory Board of Educators, can be accessed here.

Pixalate found over 419,000 apps likely targeting kids between the Google Play and Apple app stores. According to data from Pixalate, the number of likely kid-targeted apps in the Google Play Store increased 2.3% qoq. Additionally, 81% of Google’s top 1,000 likely child-directed apps disclosed either GPS or IP addresses to advertisers and/or data brokers in Q3 2022.

According to a study by Pixalate, advertisers spend three times more per app on apps that are likely to target children compared to apps for general audiences. Apps targeted to children are also more likely to share sensitive user data with advertisers, with over 59% of apps likely to be targeted to children sharing both GPS and IP addresses with third-party digital advertisers, compared to 43% of those likely not to be targeted to children app.

Key Results: Pixalate’s Q3 2022 Google vs. Apple COPPA Scorecard

  • There is Over 419,000 apps likely targeted at kids from Q3 2022 in the stores of Google and Apple.
  • 8th% of apps in both the Apple and Google app stores are likely targeted at children
  • 44% of all mobile apps likely to be targeted at children request permissions to access personal data.
  • 64% of the apps likely to be aimed at children, no country of registration was identified. Only 9% are registered in the US
  • 81% of the top 1k the most popular probably child-oriented apps in the google store Transfer location or IP data in the Ad Bid Stream

Read the full Google vs. Apple COPPA Risk Scorecard Report for Q3 2022 here.

Pixalate uses automated processing derived from a combination of signals to determine whether an app is likely to be targeted to children, including the app’s category, subcategory, content rating, and contextual signals (specifically, child-related keywords in the app title or the app description). Pixalate also leverages manual app review by educators on Pixalate’s Trust & Safety Advisory Board, who rate apps based on the child-friendly factors outlined in the COPPA rule. For more information, see our full methodology.

About Pixalate

Pixalate is the market-leading fraud protection, privacy and compliance analytics platform for Connected TV (CTV) and mobile advertising. We work around the clock to protect your reputation and increase your media value. Pixalate provides the only system of coordinated display, app, video and CTV solutions to better detect and eliminate ad fraud. Pixalate is an MRC-accredited Sophisticated Invalid Traffic (SIVT) detection and filtering service across desktop and mobile web, mobile in-app and CTV advertising. www.pixalate.com


The contents of this press release and the Google vs. Apple COPPA Risk Scorecard Report Q3 2022 (the “report“), reflect Pixalate’s opinions regarding factors that Pixalate believes may be useful to the digital media industry. Pixalate’s opinions are just that, opinions, which means they are neither facts nor guarantees; and neither this press release nor the report is intended to tarnish the reputation or reputation of any company, person or app, but rather to report insights and apparent trends regarding mobile apps from the Google and Apple app stores. Pixalate calculates estimated programmatic advertising spend using proprietary statistical models that include programmatic monthly activity user (MAU), average session duration per user, average CPM for a given app’s category, and ad density.

Liz Margolis
[email protected]

SOURCE Pixelalate


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