• by Ray Schultz , September 29, 2024

North America generated $3.2 billion in programmatic ad traffic across Google Play Store and Apple App Store in Q2 2024, 50.2% of the global total of $6.37 billion.

However, $1.4 billion of open programmatic app spend was lost to invalid traffic (IVT) worldwide.

In North America, the mobile app IVT rate was 16.8%, down from 20% in Q1 2024.

Apple iPhone had a 64% market share in North America. 

Google Play Store apps had a 20% IVT, versus 17% for Apple App Store apps.

The top app publishers were:

• Pandora — $3 million
• Scopely — $2 million
• MediaLab AI-Kik — $2 million
• IHeartMedia, Inc. — $2 million
• Audiomack Music Apps — $2 million
• X-Flow — $1 million
• Oakever Games — $1 million
• SoundCloud — $1 million
• Tunelin Inc. — $1 million
• BitMango — $1 million

Pixalate's data-science team analyzed 5.1 million downloadable mobile apps in Google Play and Apple App stores and over 50 billion global open programmatic advertising impressions in Q2 2024.