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TAKING AD FRAUD OUT OF MOBILE ADVERTISING
MOBILE ADVERTISING SPENDS INCREASING GLOBALLY..,
• In 2018, global mobile advertising expenditures are projected to reach over $180 billion (Source: Statista)
• Global spending on mobile advertising will increase from 15% in 2016 to 26% in 2019 (Source:
Zenith Research)
..,AND SO IS THE OPPORTUNITY FOR MOBILE AD FRAUD
8 Ad networks are 100% Fraud, 35 ad networks are >50%
Source: Tune
LEAVING MARKETERS WORRIED ON THEIR INVESTMENTS
Source: Dimensional Research / YouAppi
33%
40%
31%
48% 45%
26%
Concerned about fraud on AdNetworks
Difficult to eff. Measure impactof Video Invt
Targeting right consumer
2017 2018
$$$ LOST IN AD FRAUD GLOBALLY
Source: Mobvista
WHAT BRAND MARKETERS NEED TO KNOW ABOUT MOBILE AD FRAUD
• Appreciate the scale of the problem
• Aware of types of mobile Ad Fraud
• Examining patterns of fraud in mobile ad space
• Some video ad units are prone to Ad fraud (300X250 – Display unit disguised as Video)\
• 3rd party verification & tools
• Prevention, not detection, is the key to fighting mobile ad fraud
• Be vigilant and keep on top
Source: Mobvista
MOBILE APP PUBLISHERS USING RULE BASED AND STATISTICAL METHODS TO DEFEND AGAINST AD FRAUD
• Eliminate the issue of faulty targeting by denying attribution for non-targeted countries
• Stop simulated device fraud by setting up an IP Blacklist
• Prevent poached organics with statistical modelling
Source: Adjust white paper
RESULTING IN LOWER AD FRAUD ON OPTIMISED PLATFORMS
Source: IAS Media Quality Report H2 2017
GLOBAL MOBILE WEB DISPLAY GLOBAL MOBILE WEB VIDEO
AD FRAUD IS AN INDUSTRY PROBLEM & HENCE NEED INDUSTRY TO COME TOGETHER TO TACKLE IT
• Advertisers
• Mobile measurement platforms
• Ad platforms
• Anti-fraud tech service providers
More bodies coming together to fight it
• American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB) came together to create Trustworthy Accountability Group (TAG) to enhance accountability and transparency in the digital ad industry
BAV MEASUREMENT & AUDIENCE VERIFICATION VIEWABILITY
Consistent high performance compared MOAT benchmark numbers
We are integrated with on 100% of our inventory (i.e. in-app)
Video In-View About 100% higher than benchmarks
In-view time 4 seconds higher than benchmarks
Completion rate About 140% higher than benchmarks
BAV MEASUREMENT & AUDIENCE VERIFICATION IVT – INVALID TRAFFIC
• All our inventory flows through select SSP/exchange which make it 100% verified by Double Verify
PROGRAMMATIC
Advanced technology & tools developed to effectively filter out IVT in all our supply inventory
DIRECT
• POKKT has less than 0.5% IVT, which is better than the industry standards
• We have in-house solutions & tools to measure all our supply
• POKKT is certified by TAG for ad verifications
BAV MEASUREMENT & AUDIENCE VERIFICATION BRAND SAFETY
We conduct a multi-layered QA process to ensure utmost brand safety
Brand Safe
Inventory
All POKKT supply is in-app
Every app on google play store and apple app store goes
through a thorough quality check process & is 100%
Validated
Manual approvals
Working with external tools
Manual approval process for all
publishers coming on-board
POKKT works with certain external tools to build score for apps
• 100% transparency on entire POKKT ad inventory
• Ability to blacklist/whitelist app categories for every campaign (Example: Dating apps could be whitelisted for Close Up or AXE, but can be blacklisted for Comfort)
BAV MEASUREMENT & AUDIENCE VERIFICATION AUDIENCE MEASUREMENT
We are certified by
Consistently delivering campaigns that exceed in-targeting requirements from brands
• We developed very strong data & analytics capabilities
• We are able to efficiently identify demographic & interest/behaviour about a user
• POKKT insights gives us capability to identify & target a user as per the advertiser’s requirement