Pixalate’s H1 2023 APAC Market Trends Report For Mobile and Connected TV (CTV): 20% Invalid Traffic (IVT) Rate in APAC Across Google, Apple Mobile App Stores


New research into the Asia-Pacific (APAC) region across the mobile and Connected TV (CTV) landscapes finds that Apple is the most popular mobile device while Samsung leads in CTV device market share

LONDON, Aug. 2, 2023 /PRNewswire/ — Pixalate, the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising, today released the H1 2023 APAC Market and IVT Report for Mobile and CTV.

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


The report evaluates the state of the mobile and CTV marketplaces in the Asia-Pacific (APAC) region, including device market share, app developer growth, and invalid traffic (IVT) and ad fraud trends. The report also reveals the top APAC mobile app developers across the Google Play Store and Apple App Store based on estimated open programmatic ad revenue and details CTV ad spend trends across the Samsung Smart TV app store, Roku Channel Store, and Amazon Fire TV app store.

Key Findings:

  • 34% of global mobile in-app open programmatic ad spend goes to apps registered in the APAC region (Google Play Store and Apple App Store)
  • 15% year-over-year rise in open programmatic CTV ad spend in the APAC region (Q123 vs. Q122)
  • 42% mobile device market share for Apple iPhone; Samsung and Oppo are tied for second with 12%
  • 23% CTV device market share for Samsung; Chromecast is second with 12%
  • 20% invalid traffic (IVT) rate in APAC in June 2023, including ad fraud

Download the Report

Download a free copy of Pixalate’s H1 2023 APAC Market and IVT Report for Mobile and CTV here.

About Pixalate

Pixalate is the market-leading fraud protection, privacy, and compliance analytics platform for Connected TV (CTV) and Mobile Advertising. We work 24/7 to guard your reputation and grow your media value. Pixalate offers the only system of coordinated solutions across display, app, video, and CTV for better detection and elimination of ad fraud. Pixalate is an MRC-accredited service for the detection and filtration of sophisticated 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 H1 2023 APAC Market and IVT Report (the “Report“), reflect Pixalate’s opinions with respect to factors that Pixalate believes can be useful to the digital media industry. Any data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that, opinions, which means that they are neither facts nor guarantees. Pixalate is sharing this data not to impugn the standing or reputation of any entity, person or app, but, instead, to report findings and trends pertaining to privacy and information security practices and compliance across mobile apps in the time period studied.

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