Mobile ad spend has been a consistent portion of digital ad budgets accounting for about half of the global ad spend today. The reasons behind are pretty clear. Given the omnipresence of mobile devices in our lives today, mobile advertising is definitely one of the most effective channels for reaching out to a particularly large base of potential customers. The fact that it encompasses multiple advertising channels as well also makes it a preferred outreach media. With large number of companies focusing on mobile-first strategy majority of India’s ad spend are now shifting towards the mobile channels.
The popularity and money involved in mobile advertising have made it a magnet for the fraudsters. The threat of mobile ad fraud is looming large, draining marketing and advertising budgets at an alarming rate. According to the mobile ad fraud report by Appsflyer, 22.6% of global mobile media spend in 2019 was wasted on mobile ad fraud. The scenario appears even more abysmal, when one considers the collateral damages the frauds can cause on such as decisionmaking based on polluted data – a sheer waste of time, money, and resources.
India is not alone in facing the challenge. Other fastgrowing countries with large population bases are also among the top target regions of these fraudsters. The large base of attack makes up for the lower payouts and is the reason that makes India the second-largest victim of mobile ad frauds globally, after Indonesia.
Exposure Varies Across Platforms, Verticals
Mobile ad fraud has emerged as a major concern, especially in the in-app advertising space, siphoning away budgets, reducing campaign effectiveness and making the entire ecosystem less trustworthy.
Denne historien er fra September 2020-utgaven av Voice and Data.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra September 2020-utgaven av Voice and Data.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
Businesses in a quandary as India battles mobile spam
TRAI's new SMS regulations target spam but could disrupt legitimate business communications, while OTT platforms like WhatsApp remain difficult to regulate
Coca-Cola cloud brings a golden harvest for Infosys
Infosys is set to significantly benefit from Coca-Cola and Microsoft's cloud alliance, highlighting India's pivotal role in enabling digital transformation worldwide
India's cosmic odyssey: Reaching for the Moon and beyond
India's space ambitions extend beyond Chandrayaan-3, with plans for lunar sample returns, a national space station, and cutting-edge launch vehicles
SMEs scale new heights with cloud
Cloud technology empowers Indian SMEs in BFSI with scalability, innovation, and security, enabling them to compete with larger firms and drive growth
Not a chip off the same block
eSIMs are reshaping connectivity with seamless switching, enhanced security, and loT integration while navigating challenges in adoption and regulation
Powering 'Tech Olympics' in Paris
How the Paris 2024 Olympics redefined global sports, blending Al, 5G, and digital twins to set new standards and pave the way for the future of sporting events
"5G has consistently influenced complementary technologies"
With over 34 years of experience in the IT services industry, Dinesh Rao currently serves as the Executive Vice President and Co-Head - Delivery at Infosys.
"AI applications and hybrid work models are drivers of SASE adoption"
With extensive experience in leading product management for Secure Access Service Edge (SASE), Software-Defined Wide Area Network (SDWAN), and Security Service Edge (SSE) solutions across various enterprises, Andrew Winney currently serves as the General Manager and Global Head of SASE Business at Tata Communications.
TELECOM'S GREEN SIGNAL FOR GROWTH
As technology leads India's sustainable transition, innovations like 5G and green energy are paving the way for inclusive growth and environmental stewardship
The BIG Leap
As Indian enterprises embrace 5G, they are driving innovation, unlocking new possibilities, and paving the way for the next industrial revolution