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December 18, 2019

Leading Authorized Sellers Worldwide, by Share of Presence in Ads.txt vs. App-Ads.txt, Q3 2019


Chart looks at the percentage of domains and apps that listed select ad exchanges on unique ads.txt or app-ads.txt files in Q3 2019. Ad exchanges include Google, AppNexus, Rubicon Project, PubMatic, OpenX, One by AOL (video and display), FreeWheel and PulsePoint.


Data was provided to eMarketer by Pixalate.


Data is from December 2019 Pixalate "App-Ads.txt & Ads.txt Trends Report Q3 2019." Over 1.5 million apps and over 80 million domains were analyzed by Pixalate's data science and analyst team using proprietary analytics tools to compile the research. The research represents data collected during April 1, 2018-September 30, 2019 and is reflective of root domains and apps only, and duplicates were removed from subdomain ads.txt files. Top 1,000/5,000/10,000 domains and apps for programmatic ad volume were identified using Pixalate's proprietary ranking of volume among domains and apps which support programmatic advertising, while the top 1,000/5,000 apps for users were identified using data provided by the Google Play Store and Apple App Store. App category data is from the official Google Play Store and Apple App Store while "walled garden" apps (such as Facebook) are excluded. Domain category information was obtained via a crawler. Proprietary algorithms to measure invalid traffic (IVT) levels across all devices and channels, including general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) were utilized by Pixalate. Pixalate is a fraud protection and data intelligence platform.