We classified 212,344 utility apps across Google Play, the Apple App Store, and Amazon, and found a category where the less likely an ad is to be seen, the more likely the app is to carry one.
Buyers tend to treat a served impression in a compliant app as a reasonable proxy for a seen one. If the app-ads.txt file is valid, the listing is live, and the risk flags are clear, the inventory gets through.
Utility apps break that assumption. These are the QR scanners, live wallpapers, keyboards, VPNs, cleaners, and flashlight apps that sit on nearly every phone. Most of them work fine. But they are opened for seconds or left running in the background, which makes them a poor place to run advertising whether or not anyone is acting in bad faith.
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