Pixalate’s Children’s Privacy Index for Vendors helps the ad-tech industry navigate compliance with the Children’s Online Privacy Protection Act (COPPA).
LONDON, January 24, 2023 /PRNewswire/ — Pixelatethe market-leading compliance, privacy and fraud protection analytics platform for connected television (CTV) and mobile advertising, today released the December 2022 Children’s Privacy Index for Mobile Advertising.
The monthly index compares supply-side platforms (SSPs) based on the percentage of ads they sell on apps that are likely to be aimed at children, as assessed by Pixalate. COPPA methodology.
Key points to remember
In December, two sellers reported a critical level of risk. The last time a seller had a critical risk level was in October.
Six sellers received a high risk rating for December, down 33% from November.
12 sellers were medium risk, down 20% from the previous month.
22 sellers were found to be low risk, compared to 19 in November.
According to Pixalate COPPA Risk Scorecard Report Q3 2022: Google Vs. Apple there are approximately 420,000 mobile apps aimed at children in the Google and Apple mobile app stores, representing around 8% of all apps in the two stores. These apps can pose a COPPA compliance risk to ad buyers and sellers, and being aware of child-directed apps is an important step in mitigating compliance risks.
Visit Pixalate Database for more information on the Children’s Privacy Index for Mobile Advertising.
What is COPPA and why is it important for advertisers?
For nearly 25 years, children’s online privacy in the United States has been governed by COPPA and its Implementing Rule, which has come under intense scrutiny as regulators aim to address its application in the world. complex advertising ecosystem today.
COPPA prohibits the collection of data from children under 13 without verified parental consent. Advertisers, ad buyers and sellers risk collecting children’s personal data from apps that are not clearly labeled as intended for children in app stores. As gatekeepers to mobile app stores, Google and Apple are well placed to provide clarity, but they don’t require developers of apps targeting children to identify themselves as such and don’t post that information. prominently in app stores. This would not only help parents protect their children online, but also allow ad tech companies to comply with COPPA.
Pixalate is the market-leading fraud protection, privacy and compliance analytics platform for connected television (CTV) and mobile advertising. Pixalate offers the only system of coordinated solutions across display, app, video and CTV for better ad fraud detection and elimination. Pixalate’s marketing compliance solutions encompass the industry’s first COPPA compliance technology, designed to identify apps that may be directed at children and potential compliance risks. Pixalate is an MRC-accredited service for sophisticated invalid traffic detection and filtering (SIVT) across desktop and mobile web, mobile apps, and CTV advertising. www.pixalate.com
The contents of this press release and the The Children’s Privacy Index for Mobile Advertising reflects Pixalate’s opinions regarding factors that Pixalate believes may be useful to the digital media industry. It is important to note, however, that a seller’s rating on the Children’s Privacy Index for Mobile Advertising does not mean that the seller is not COPPA compliant. Additionally, with respect to apps that appear to be directed at children and have features that Pixalate believes may trigger privacy obligations and/or related risks, these statements reflect the views of Pixalate ( that is, they are neither facts nor warranties); and, although Pixalate’s methodologies used to render these opinions are derived from automated processing and sometimes combined with human intervention, no assurances can be – or are – given by Pixalate as to the accuracy of these opinions. . Neither this press release nor the Children’s Privacy Index for Mobile Advertising is intended to damage the position or reputation of any entity, person or application, but rather to report findings and apparent trends.
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