The November 2022 Children’s Privacy Index for Mobile Advertising was just announced by Pixalate, the industry-leading analytics platform for connected TV (CTV), privacy, and compliance.
According to Pixalate’s COPPA Methodology assessment, the monthly index measures Supply-Side Platforms (SSPs) based on the proportion of the advertising they sell that are on suspected child-directed apps.
Main Points
• Unlike in September and October, there were no vendors reported with a Critical risk level in November.
• When compared to October, the number of sellers with a High Child Audience Risk rating virtually doubled.
• The number of merchants with a Low Child Audience Risk rating has decreased since October.
There are 419K+ potential child-directed mobile apps throughout the Google & Apple mobile app stores, or about 8% of all apps across both shops, according to Pixalate’s COPPA Risk Scorecard Report Q3 2022. Knowing whether applications are intended for children is a crucial first step in reducing the risk of COPPA compliance that these apps can present to advertising buyers and suppliers. Monitoring of these apps is essential to prevent expensive infractions because advertisers pay 3x more per app on child-directed apps than on apps for general audiences.

Source: Prnewswire