The Observed Web

Welcome to The Observed Web, a newsletter from DeepSee.io that explores how digital media actually works, including what’s performing, what’s broken, and what advertisers can learn from the data behind it.

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We publish original research articles for everyone in the digital advertising industry. We only send reports, no fluff.

Served, Not Seen: How Utility Apps Monetize Surfaces Nobody Watches

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.

Oct 6, 2026

The Verifiable App Inventory Playbook

We've written before about why app environments are still broken from a verification standpoint, and what we think platforms should require before letting new sellers in. Those posts diagnosed the problem. This one is the prescription.

Aug 12, 2026

We Looked at over 4,000 AI Companion Apps. Over 60% Are Rated for Minors.

We pulled store data on every AI character and companion app we could find across Google Play and the App Store, and found that 60% carry a rating that classifies them as accessible to minors.

Jul 15, 2026

Ads.txt Solved Verification for Web. Here's Why App Environments Are Still Broken

In this newsletter, CEO Rocky Moss breaks down why the model for web doesn't translate to mobile and CTV, where platform inconsistencies, low compliance rates, and unverifiable developer URLs leave buyers without a reliable way to confirm who they're actually funding.

Jun 4, 2026

What I Think App Platforms Should Require Before Letting New Sellers In

In this newsletter, CEO Rocky Moss builds on our recent investigation into app verification gaps by outlining a practical baseline for what platforms should require at onboarding.

May 14, 2026