MMA to hold meet on addressing ad fraud
MUMBAI: The Mobile Marketing Association (MMA) in India, today announced the launch of 3-city roadshow series on Ad Fraud across New Delhi, Bengaluru and Mumbai. MMA globally focusses on Ad Fraud and has launched a global Ad Fraud council with local chapters. MMA India is now rolling out the local Ad Fraud council as a part of the roadshow series- first ever ad fraud industry meet. Beginning with the first roadshow on 13 March in Delhi, the series will then move to Bengaluru on 27 March and conclude on 18 April in Mumbai.
MMA India country head Moneka Khurana said, “As per the MMA India Ad Fraud Survey conducted, the top 2 challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required know-how and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40% in 2019 and is continuously leading to huge losses in marketing dollars spent.”
According to a research by ThreatMetrix, mobile fraud reaches 150 million global attacks in first half of 2018, a 24% year-over-year increase. 25% of new eCommerce account applications were found to be fraudulent, a 130% increase compared to 2017. Bots are also booming; 2018 registered a total of 2.6 billion bot attacks, a 60% step up from Q1 to Q2 2018. Another report by Intercepted says shopping, followed by gaming, finance, travel and social are amongst the most vulnerable categories in mobile ad fraud.
As a part of the Brand Safety council at MMA India BARC CEO Partho Dasgupta said, “Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.”
The roadshows are a platform to highlight MMA’s ‘ACT’ ideology – Assess, Combat and Track fraud:
- Help marketers Assess and self-diagnose and understand their exposure to fraud such as what kind of fraud (Traffic, Misrepresentation or Attribution), Programmatic vs ad network vs publisher direct fraud, Static vs video vs native and the challenges associated with each type
- Help them Combat fraud by providing education regarding various types of fraud and solutions available through marketer perspectives, case studies, technical overview of solutions, etc.
- Help marketers Track the impact of their efforts and how stay on top of fraud by working together with agency and verification partners
“In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem,” said Google India country director sales, MMA India brand safety council member Vikas Agnihotri.
MMA’s roadshow partners are Affle, InMobi, Mobvista and mFilterIt. It will also feature speakers from Essence, Cleartrip, Barc India, Oyo, Uber, HDFC, Sony Pictures Networks India, etc. who will highlight several key challenges related to brand safety, viewability, ad fraud, inconsistent measurement, etc. that are plaguing the mobile advertising industry.