Gavin Stirrat, Voluum: Fraud presents itself in a number of forms on mobile. In app fraud tends to be more prevalent among apps that come from unofficial assets. Google and Apple are determined to eradicate as much fraud as possible, though they are not fraud free. It’s typically on Android where we see higher levels of fraud, because of the OS being less constrained and having a few secondary app stores or app down load sites, where there can be very limited great control.
Unofficial apps can load ads in the history that are never visible to the user, and might continue to call these ads even when the user is not using the app. In mobile web, auto redirecting of consumers from what they’re viewing, with out clicking on any ad, so that it will push users into an app store continues to be a problem. It’s crucial to be aware that fraud doesn’t always want to be embedded in the app, and that a number of fraudulent apps might sound legit as they could copy reliable apps; but the ad revenues generated are routed to fraudsters. Gavin Stirrat, Voluum: Fraud is really a problem that the industry has to face, particularly as it is normally evolving. But it’s crucial to notice that the difficulty is attainable, and types need to be educated on the effect of fraud on their campaigns. Performance metrics are looking to be redefined to ensure that brands be aware the real performance of a crusade and aren’t viewing inflated metrics.
It turns into a real challenge when campaigns are being bought without fraud being filtered out before buyers bid on impressions. Advertisers are looking to work to determine how fraud affects their campaigns, and then move to minimise this risk up to feasible. Gavin Stirrat, Voluum: Our partnership with Pixalate aims to minimize fraud pre bid, in order that media buyers aren’t uncovered to this fraud once they bid on impressions. There are many companies that deliver analytics solutions that identify fraud post crusade; but we don’t feel like post crusade analysis alone is enough to combat the problem. Once the fraud has taken place, the damage has already been done to the advertiser’s campaign metrics, and the money has reached the bad actors. Post campaign analysis provides essential diagnostic counsel to the advertiser; but we desired to be more proactive concerning the issue, which is why we partnered with Pixalate.
Gavin Stirrat, Voluum: At the moment, we think fraud to proceed to adapt in 2017. The industry has been reactive to the problem; but we can continue to try to keep the industry moving fast enough to minimise the impact of fraud. Buyers need to be more disturbing of the systems with which they work. We are beginning to see more partnerships between anti fraud companies and provide systems; that is a great thing for the industry. However, it’s the buying systems that have a contractual courting with companies and types and, until there’s a stronger reaction from the industry, here’s where we consider the obligation lies to try to shield brands from this challenge. Jalal Nasir, Pixalate: Per eMarketer, electronic ad spend has overtaken TV, and roughly two thirds of that electronic ad spend is mobile.
Given the endured funding marketers are making in mobile, we can expect the fraudsters to be similarly interested – after all, they always follow the cash. We expect the fraudsters to proceed to create new, sophisticated tactics to pilfer the mobile marketplace in 2017, adding spoofing API calls, URLs, location data, and more. Additionally, given the greater prominence of viewability measurements in mobile – particularly as it relates to using viewability as a forex – we think the fraudsters to hone in on viewability related fraud tactics in 2017.