MMA's Ad Fraud Benchmark Report: Advertisers in India spend 20% of their Advertising Budget to tackle Ad Fraud

On Nov 18th 2019 - The Mobile Marketing Association, a Global Non-Profit Organization  had released a Benchmark Report on the state of Mobile Ad Fraud in India. This gives us  deeper insights & a perspective of the level of Fraud & it’s awareness in the country with many interesting facts. 

With a wayward rate of 62%, Mobile Ad Fraud is one of the biggest bottlenecks for Mobile Advertising in India. The Benchmark Report was published in collaboration with Decision Labs, a research firm; to discern the current practices around Ad Fraud and the detection & prevention techniques adopted by Advertisers - as the report aims to educate the advertisers on the various forms of Ad Fraud in the Industry.

Image Courtesey: Medium

The Report also highlights the widespread issues that are rising in the Industry such as Adware traffic, Ad Stacking, Domain Spoofing e.t.c to benchmark the Advertisers on the challenges and measures to tackle Ad Fraud efficiently.

On the Topic of ‘Why We Need More Awareness of Ad Fraud in the Nation’, Moneka Khurana, Country Head, MMA India, said -

 “In India, awareness on ad fraud risks is very low with almost a fifth of the marketers being unclear of their ad fraud budget and the majority of them believing that fraudulent activities will only increase. Brand safety on mobile is the biggest concern today and this benchmark report clearly demonstrates this needs immediate addressal. Marketers will need to be extra cautious to attacks such as ad injections, data fraud, cookie stuffing. Marketers must understand the potential of technologies such as Blockchain that can help solve issues related to fraud and create security and transparency in the mobile marketing ecosystem.”

Following are the key takeaways from the Report: 

  • With a rate of 62%, Mobile Ad Fraud remains as one of the biggest challenges in India.
  • Indian marketers spend nearly 20% of their advertising budget on Ad Fraud.|
  • 9/10 marketers feel there is scope for improvement in Ad Fraud prevention methods.
  • 95% of respondents feel that the lack of penalties and transparency in industry regulations give rise to Ad Fraud.
  • 95% of respondents agreed that lack of data sharing and a large number of middlemen are also a cause of Ad Fraud risks.
  • Major types of Ad Fraud – Cookie Stuffing (74%), Adware Traffic (65%), Data Fraud (61%), Ad Injection (54%).

With this rising and prevalent issues on Ad Fraud in India. The Advertising Industry should be on-board on the various methods needed to eradicate Ad Fraud. Learn about Botman's vision & efforts for the same.

More on the Ad Fraud Issues & Impact on the Indian Advertising Industry:

The Story of Ad Fraud Tolerance in India
The Dark Side of Digital Advertising

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