Indian Advertising Industry is getting tech savvier, but it’s draining the spends of digital advertisers.
A recent report from TechARC accounted for India to nearly 8.7%—that amounts to $1.63 billion (11,300 crore rupees)—of the Global Ad Frauds in 2018.
This happens when agencies, platforms, publishers, and affiliates commit ad-fraud like Click Spam, Domain Spoof, Fake Installs, Non Brand Safe Clicks, Invisible Ads, etc., to spike the performance of a campaign and charge advertisers premium prices.
Digital Ad Fraud affects advertisers from all sides, affecting the returns on their marketing campaigns and brand equity. It disrupts the entire digital journey by faking the engagement and retention of customers on the website.
For a few industries, digital advertising is relatively new; for example, Banking, Entertainment, HealthCare, etc. In such sectors, the clients get unjustified numbers, tricking them into believing they have acquired more than the actual value.
Although more fraud happens in the App Marketing ecosystem, this doesn't mean the WEB is safe; it's now more vulnerable than before. Bots are no longer the only means of Ad Fraud. To name a few - Adware, Malware, Proxy, Data Centers, Emulators, etc., account for up to 30% of the traffic that passes through your existing systems without being noticed and affects your campaigns.
With video ads gaining the most traction of all ad Formats in the nation, ad fraud is becoming rampant in the domain, with viewability as the primary concern.
If the Indian Advertising Industry shifting its spends to Digital Ad Fraud is left unchecked, the percentage of fraud will increase and aggravate its effect on advertisers.
"Tolerance is the seed for Adversity" - Akash Saha