Read an Insights report | Pixalate Docs

An Insights report is the Media Ratings Terminal (MRT) page for a single app or domain. It brings together Pixalate’s overall risk rating, invalid traffic (IVT), viewability, brand safety, privacy and COPPA signals, made-for-advertising (MFA) risk and seller data, and lets you view them by region and country.

For the definition of any metric, hover over its info icon in the MRT or see the Glossary.

Video (2 min): read an app Insights report, on a CTV app and a mobile app.

Open a report

Search

Enter the app title, app or bundle ID, or domain in the search bar. For domains, leave out www., http:// and https://.

Pick the result

Choose Mobile, CTV or Domains above the results if you need to, then select the app or domain.

Set the view

Use the selectors at the top of the report to change what the data covers (see below).

Change the view

App report selectors — On app reports you can also switch store (Google Play or App Store).

Insights report header — The top of an Insights report: region, country, device and month selectors, and the ads.txt badge next to the domain name.

The selectors at the top of an app report are:

Selector	Options
Store or platform	For mobile apps, Google Play or App Store. For CTV apps, the platform tabs: Roku, Fire TV, Samsung, tvOS and LG TV.
Region	GLOBAL, North America, EMEA, LATAM or APAC. GLOBAL covers all regions. The menu lists only the regions with data for the app.
Country	All Countries, or one country (for example US, CA, UK or AU).
Device	For mobile apps, All Devices, Smartphone or Tablet. Domain reports also have a device selector (All Devices by default).
Month	The month of data to show.
Include Spoofing	For CTV apps, a toggle that includes or leaves out spoofed inventory. See App spoofing.

The date of the latest data update and a View change log link appear at the top right.

Mobile app and CTV app reports

Mobile app and CTV app reports share most sections. CTV app reports add sections that mobile app reports don’t have: App Spoofing and Channels. Mobile app reports have some that CTV app reports don’t, such as SDK Details, App Permission Risk and Viewability.

Overview

App report flags — The row of flags at the top of an app report.

The app’s name, a link to its app store listing, and its main details. A row of flags at the top summarizes key signals, such as COPPA audience, privacy policy, app-ads.txt and app store status.

Risk overview

On app reports, Risk Overview starts with Publisher Scores: a Final Score and component scores, each with a letter grade. On mobile app reports the components are popularity, IVT, brand safety, app-ads.txt, viewability and permissions. On CTV app reports they’re popularity, IVT, ad density and engagement, and Risk Overview also shows Est. SSAI and Est. Transparent SSAI in place of viewability.

Pixalate’s overall advertising risk rating for the app, based on blended risk factors including brand safety, invalid traffic and ad inventory. It shows the risk level for each device type and region, and:

Brand safety risk, in two parts. Description is the brand safety risk based on text analysis of the app’s store description. Content combines all brand safety risk factors, based on both the description and analysis of the app’s content.
IVT: the share of advertising transactions for the app that is invalid traffic. IVT is calculated from the standard definitions of invalid traffic maintained by the Media Rating Council (MRC), the Interactive Advertising Bureau (IAB) and the Trustworthy Accountability Group (TAG). For the IVT types Pixalate reports, see the IVT taxonomy.
Viewability: the average viewability across all display ad placements in the app, using the MRC and IAB definition of a viewable display impression (at least 50% of the ad’s pixels on screen for at least one continuous second).
Pixalate advisories: yes-or-no checks such as app-ads.txt, whether the app exists in its store, whether it’s on a Pixalate block list, and whether a privacy policy and terms and conditions were detected.

Other sections

App report section menu — The section menu on a mobile app report.

Section	What it shows
App details and app advisories	Platform-specific details for the app, and the content advisories from its app store listing. The fields differ slightly between the App Store and Google Play.
App permission risk	Risk from the permissions the app requests. See Android app permissions and IVT risk.
COPPA audience	Pixalate’s assessment of whether the app is child-directed or for a general audience. See COPPA compliance tools.
Brand safety	The app’s brand safety risk by category.
Traffic overview	Trends in the app’s traffic.
Invalid traffic	IVT for the app, with the most common IVT types.
Viewability	Viewability for the app’s display placements.
Users	Estimated daily and monthly active users.
App spoofing	CTV apps only. Whether the app appears to be a victim of spoofing, its Potential Bundle Id Spoofing Risk, and user agent, device and bundle ID obfuscation. See App spoofing.
Channels	CTV apps only. The channels a channel aggregator or MVPD app carries.
Inventory	Estimated programmatic inventory (headed Estimated Inventory on mobile app reports): the top device, region, ad size and DMA, and tables by region, ad size and DMA (and by device, on mobile app reports), with IVT and viewability.
Authorized seller (app-ads.txt)	Each authorized seller’s share of the app’s inventory, with its IVT. On CTV app reports, also each seller’s spoofing, SSAI and transparent SSAI rates.
Made for advertising	The app’s MFA risk. See Made for Advertising (MFA).
More apps	Other apps related to this app.

Some sections are labeled Beta in the MRT. Which sections you see can depend on your account.

Domain reports

Domain risk overview — Risk Overview on a domain report: desktop and mobile risk by region, IVT, viewability, brand safety, and Pixalate Advisories.

Insights section menu — The section menu on a domain Insights report.

Domain reports have their own set of sections.

Section	What it shows
Overview	The domain, its IAB category and subcategory, and whether it has ads.txt.
Risk overview	Overall risk for desktop and mobile traffic by region, IVT, viewability, brand safety risk, and Pixalate advisories (ads.txt, WHOIS info hidden, terms and conditions detected, privacy policy detected).
Audience engagement	How users engage with the site and its ads. See Audience engagement.
Domain details	Estimated inventory available, desktop, mobile and video share, family of sites, owner domain, risk, IAB categories, bid range, trusted seller and True Reach.
Traffic quality risk	Risk levels for ad fraud (IVT), click fraud, viewability and domain masking, and the major traffic source.
Site risk	Domain age, privacy policy and terms and conditions detection, whether WHOIS info is hidden, corporate email, and ad injection.
Site information	Registration details for the domain, such as the owner and contact details where they’re public.
Brand safety risk	Risk levels for adult, alcohol, drug and hate speech content, phishing and malware.
Social media engagement	Engagement levels on social networks and the share of traffic from social media.
Made for advertising	MFA risk, with ad refresh rate, ad density, social traffic rate and paid traffic rate. See Find MFA sites and apps in the MRT.
Clawback warning	How often the domain appeared in clawback reports. See Clawback warning.
Invalid traffic	IVT, general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) percentages, with a monthly trend.
Invalid traffic by data centers	IVT that comes from data center traffic.
Authorized seller	Each authorized seller’s share of the domain’s inventory (ads.txt share of voice), with its IVT.
Viewability	Viewability for the domain.
Click through	Click-through data for the domain.
Referral traffic	The share of traffic from each referral source (such as direct, search and discovery), with its IVT.
Subdomains	The domain’s subdomains.
Device distribution	The share of traffic from mobile, desktop and app, with the IVT for each.

Clawback warning

The Clawback Warning section (listed as Clawback Warning in the section menu) shows the months in which the property appeared in a clawback report, over a rolling 12-month window.

Each month shows the number of clawback reports that month.
Months affected shows how many of the 12 months had at least one report.
Most recent shows the latest month with a report.

The reporting party isn’t shown. Counts include clawback reports generated by Pixalate clients and reports submitted from outside Pixalate. To run clawback reports on your own traffic, see Clawback report.

Bundle IDs that aren’t listed on an app store

The MRT also has Insights reports for mobile bundle IDs that aren’t listed on Google Play or the Apple App Store. These can be valid bundle IDs from app stores the MRT doesn’t support, such as the Xiaomi or Oppo stores, or spoofed bundle IDs. They still carry ad traffic and IVT data, so you can search for and view them, but only by their exact bundle ID (see Search).

On these reports:

A banner at the top says the bundle ID isn’t listed on Google Play or the Apple App Store, and that the data reflects Pixalate’s ad traffic measurement only.
Sections and data points that depend on app store metadata or Pixalate risk ratings aren’t available.

Discovery: find and filter many properties at once.
Find properties by owner: use the owner domain shown in a report.
Enrichment API: get the same data from code.

Questions? Email support@pixalate.com.