Mobile Ad Arbitrage Declines Globally as Google AdExchange Tops Trust Index
Event summary
- 15.2% of global authorized mobile app inventory was resold through arbitrage in Q2 2026, down from 16.2% in Q1.
- Google AdExchange ranked as the top 'direct' seller in the US, Germany, and Singapore.
- The share of primarily arbitrageur sellers fell to 29.5% globally and 16% in the United States.
- Country-level trends varied, with increases in Brazil (+13 pp) and Singapore (+8 pp), and decreases in Canada (−9 pp), Australia (−9 pp), Germany (−6 pp), and the UK (−4 pp).
The big picture
Pixalate's Q2 2026 Mobile Seller Trust Index highlights a slight improvement in ad inventory transparency, with Google AdExchange solidifying its position as a top-ranked direct seller. The decline in arbitrage suggests growing adherence to authorized publisher-direct inventory, though regional variations indicate persistent challenges. This trend aligns with broader industry efforts to enhance trust and reduce fraud in programmatic advertising.
What we're watching
- Arbitrage Trends
- Whether the decline in arbitrage will continue or if regional disparities like Brazil and Singapore's increases will offset global trends.
- Market Leadership
- How Google AdExchange maintains its top ranking amid high SIVT/GIVT risks across key markets.
- Regulatory Impact
- The pace at which regulatory scrutiny on ad fraud and privacy compliance will affect the mobile app advertising ecosystem.
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