Ad fraud has become one of the greatest threats facing the fast-growing global mobile ad market. The Ad Anti-Fraud White Paper 2.0, published by Mobvista, takes a close look at the current state of mobile ad fraud, fraud types, and anti-fraud strategies, intending to improve the transparency and health of the mobile ad industry.
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This year, the global economy is gripped by uncertainty as the Covid-19 pandemic continues its worldwide rampage. Among the hardest hit is the ad industry, known as a gauge of economic activity. Advertisers’ budgets plunged as a result of the crisis, which is worsened by increasingly rampant ad fraud.
Mobile ad fraud is defined as any technology-enabled attempt to defraud advertisers, publishers, or suppliers to steal advertising budgets. According to the World Federation of Advertisers’ statistics, a conservative estimate is that ad fraud costs advertisers more than USD 20 billion in 2019. This number is expected to rise to a whopping USD 50 billion by 2025. Aside from causing advertisers heavy economic losses, ad fraud erodes the value and credibility of mobile ads and therefore hamstrings the sustainable development of the mobile ad industry.
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Recent years have seen a rise in mobile ad fraud. According to a statistical analysis done by Mobvista’s anti-fraud team, from October 2019 to March 2020, ad fraud detected accounted for 10.69% of total ad traffic worldwide. All participants of the mobile ad industry must pull together to combat the growth in fraudulent ad traffic.
Behind the increase in ad fraud lie the ever more sophisticated fraud techniques. The 2020 anti-fraud white paper published by Mobvista introduces the latest strategies to combat the evolving fraud threat.
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