"Websites: USD$716m (£534m) in estimated open programmatic ad spend went to websites identified as MFA in Q2 2025, according to Pixalate's data CTV Apps: USD$25m (£18.6m)in estimated open programmatic ad spend went Mobile Apps: USD$29m (£21.6m) in estimated open programmatic ad spend , a global market-leading ad fraud protection, privacy, and compliance analytics platform, released its Q2 2025 Global Made for Advertising (MFA) Benchmark Reports for CTV Apps, Mobile Apps, and Websites."
"To compile this research, Pixalate's data science team analysed 5+ billion global open programmatic advertising impressions across web domains, 27+ billion impressions across mobile apps on Google Play and the Apple App Store, and 4+ billion impressions across CTV apps in Q2 2025. The analysis focuses on key metrics, including ad spend, traffic share, app store analysis, domain analysis, and invalid traffic (IVT) rates."
Q2 2025 open programmatic ad spend identified as Made for Advertising (MFA) totaled approximately USD$716 million for websites, USD$29 million for mobile apps, and USD$25 million for CTV apps. The analysis examined over 5 billion web impressions, more than 27 billion mobile app impressions across Google Play and the Apple App Store, and over 4 billion CTV app impressions in Q2 2025. Key metrics included ad spend, traffic share, app store analysis, domain analysis, and invalid traffic (IVT) rates. Findings quantify the scale of programmatic spend and traffic attributed to properties identified as MFA across web, mobile, and connected TV environments.
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