CTV programmatic ad spend up 35% YoY; ‘Abandoned’ apps on Google Play Store drop, while Apple sees a concerning rise

👇 Pixalate released several reports this week, including Global Q3 2024 CTV Programmatic Ad Supply Chain Trends and app “abandonment” trends across the Google Play Store and Apple App Store.

TLDR:

1. An estimated $6 billion in global open #programmatic ad spending in Q3 2024. 23% invalid traffic (IVT) rate in global open programmatic #CTV in Q3 2024, up from 19.4% in Q2 2024, according to Pixalate data.
2. Number of abandoned #apps in the Google Play Store drops. In Q3 2024, the percentage of “abandoned” apps (apps that have not been updated in 2+ years, according to Pixalate’s data) fell to 15%. 
3. The Apple App Store saw an increase in #apps that have not been updated in 4+ years. The Apple App Store is plagued by 286k+ “super-abandoned” apps (not updated in 4+ years), up from 218k in Q3 2023, according to Pixalate’s data. 

Global Open Programmatic CTV Ad Spending Continues to Grow, and So Do IVT Rates 

• While global open #programmatic ad spending continues to grow to an estimated $6 billion in Q3 2024, a 35% increase over Q3 2023, there is a less positive trend alongside it. IVT rates grew to 23% in global open #programmatic CTV in Q3 2024, up from 19.4% in Q2 2024. 

Read more in the Global report here. Also, download the regional versions of the report (North America, EMEA, LATAM, APAC).

Google Play Store Saw Lowest Number of Abandoned Apps Since Q1 2022 (15%)

• The Google Play Store saw its lowest percentage of abandoned #apps since Q1 2022 (15%)
• Despite the Google Play Store’s clean-up efforts, 332K abandoned apps remain available to download as of Q3 2024.

14% of Apps in the Apple App Store “Super-Abandoned”

• 14% of apps in the Apple App Store are “Super-Abandoned,” meaning they have not been updated in 4+ years. That equals 286k apps, up from 218k in Q3 2023. 

While the decline in abandoned #apps on the Google Play Store is positive, the 21% YoY increase in abandoned apps on the Apple App Store in Q3 2024 is troubling.

Download and explore the report to see more abandoned app trends and insights: 

Google Play Store and Apple App Store. 

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Pixalate contributors: Jalal Nasir Amit Shetty Melwin James Poovakottu Patrick McClure Ezequiel Donovan Alba Del Villar Olano, PhD Nina Talcott