AppHarbr has released its first In-App Network Ad Quality Index reveals how ad quality issues: from malvertising to unskippable videos, quietly erode retention, revenue, and user trust across the mobile ecosystem.

The report analyses 25 billion ads across 500 apps and 45+ ad networks, blocking 185 million unsafe ads in real time. The findings show that poor ad quality isn’t a rare edge case - it’s a systemic problem affecting both gaming and non-gaming apps.

The “Invisible Ad Quality Tax”

One of the clearest takeaways: bad ads create hidden costs across user experience and revenue.

According to the research:

• 1 in 58 ads in games is malicious
• 1 in 165 ads in non-gaming apps is malicious
• Every 5th interstitial ad is unskippable
• Every 10th rewarded ad is unskippable
• 1 in 33 ads promotes gambling or betting

The In-App Network Ad Quality Index (Nov 2025 – Jan 2026) includes:

• Full ad network rankings by safety, experience, and content quality
• Regional and OS-level leaderboards
• Deep analysis of malvertising trends and monetization impact
• Best practices for protecting ARPU (Average Revenue Per User), LTV (Lifetime Value), and ASO (App Store Optimisation)

Download the full report here