New Report Reveals: $778M+ Spent on MFA Content
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Pixalate's weekly recap features reports on the latest #programmatic research, focusing on all things mobile, CTV, and web 👇👇👇👇
Made-for-Advertising (MFA) Benchmarks
$778M+ was spent on MFA content in Q1 2025, down from $950M+ in Q4 2024. MFA sites often employ intrusive ad tactics, resulting in poor advertising-to-attention ratios. Pixalate Q1 2025 MFA Benchmarks Reports analyze ad trends across MFA websites, mobile apps, and #CTV apps.
The reports offer insights into ad spend, invalid traffic, ad fraud, and other key metrics. Unlike crawl-based approaches, which can be gamed, Pixalate identifies MFA content through observed global traffic patterns.
Key Findings (Q1 2025):
10% of global open #programmatic web ad spend—approximately $701M—went to domains identified as #MFA
An estimated $64 million in open programmatic ad spend was directed to MFA mobile apps
An estimated $13 million went to MFA CTV apps
Download the latest reports here:
Web Domains | Mobile Apps | Connected TV (CTV)
Connected TV (CTV) Malformed and Fraudulent Bundle IDs Risk Reports
Only 33% of Bundle IDs across Apple TV traffic used actual App Store IDs in Q1 2025, requiring the remaining traffic to be mapped. The Q1 2025 CTV Malformed and Fraudulent Bundle IDs Risk Reports include a detailed analysis of the global state of non-standard and malformed Bundle IDs in the open #programmatic advertising supply chain.
Our team analyzed 2B+ transactions across 14k+ CTV Bundle IDs linked to 6k+ unique CTV apps on Roku, Amazon Fire TV, Samsung Smart TV, and Apple TV traffic in March 2025.
Explore the latest reports here:
Roku | Samsung Smart TV | Amazon Fire TV | Apple TV
Monthly Delisted Mobile Apps - March 2025
59K apps were delisted from the Apple App Store, 48K were delisted from Google Play. To track monthly delisting trends in March 2025, our team analyzed 7.6M+ apps across the Apple App Store and Google Play. These reports include delisting trends among apps with detected app-ads.txt files, regional and country-specific insights, and more.
Download the March 2025 reports here:
Apple App Store | Google Play Store
Recent and Upcoming Events
Meet Pixalate at POSSIBLE Miami - April 28-30, 2025
Step aboard our private yacht for a refreshing escape from the conference floor. Make waves with like-minded professionals. Explore our market-leading ad fraud protection, privacy, and compliance solutions in a sophisticated and relaxed setting docked across from the Fontainebleau.
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Pixalate at GTC2025 in Shenzhen, China - April 24-25, 2025
#GTC2025 was an incredible success. The energy at the Futian Convention Center was electric, with innovators and industry leaders from around the world gathering together to shape the future of tech. A big thank you to everyone who stopped by our booth to chat with the Pixalate team: Alvin Ling, Yee Yin Thor, Alicia Du, Edwin Tan, and Summer Zhang. It was a fantastic opportunity to explore how Pixalate is helping partners elevate traffic quality, reduce invalid traffic, and optimize the supply path.
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Pixalate contributors: Jalal Nasir, Patrick McClure, Alex Braelow, Nina Talcott, Sindhu Abbasi