Page 22 - AeM_January_2019

BEST PRACTICES & STRATEGIES

Digital advertising and ad fraud

predictions for 2019

Mobile channels have become more compelling to the scheme. With growing (Android) smartphone
perpetrators of ad fraud, since mobile accounts for an penetration in the Asia Pacific region, we’re only at the
increasing proportion of digital ad spend. But, while there tip of the iceberg - and it’s likely that Google Play will
are many strategies and solutions available to mitigate remain dogged by fraudulent activities for the year to
the impacts of ad fraud, separating the capabilities from come.
the spin can be difficult, which is why TrafficGuard
provides some thoughts and predictions on ad fraud 2. Greater focus on over-the-top (OTT) media
prevention: services as marketers explore new strategies
1. Android to feel the strain of fraud How many of us have downloaded an episode of our
favorite series from Netflix on our phones recently?
As mobile advertising spend overtakes desktop, While Asia was relatively late to the party, let’s face it -
fraudsters are increasingly turning to smartphones to line our streaming habits have become insatiable, and
their pockets. According to TrafficGuard’s research, 1 in therefore present marketers with a huge opportunity.
every 13 app installs was fake in 2018, expected to rise However, as an industry, there are still a few questions
to 1 in 10 by 2022 - and Android, with its open OS and that need to be answered before OTT becomes a
sheer scale, is particularly at risk. mainstay of advertising campaigns. For example, what
should industry standards be? How do we deliver
For example, in November, Chinese app campaigns effectively? How do we measure them?
developer Cheetah Mobile was accused of running a We’re just starting to find our feet, and the New Year
major click fraud scam, using its Android apps which had will see us take this exploration to the next level.
a combined install base of more than 2 billion to gain
referral earnings from app installs. Prior to that, in
October, Buzzfeed wrote an expose on a network of 125
previously legitimate Android apps and websites that
had been acquired to create a sophisticated ad fraud

22 January 2019 - Digital Business Trends Predictions