AdTiming, a world's premium mobile marketing platform, and AppsFlyer, the world's leading mobile attribution and marketing analytics platform, recently got into an event discussion on the challenges faced by the industry from advertising fraud. Yobo Zhang å Vice 云é¹, Product Vice President of AdTiming and Wei Wang ç Manager ç Manager®, General Manager of China at AppsFlyer, shared their views on the need for the industry to work together to tackle this growing issue.
Advertisers and app developers have become increasingly concerned that a significant amount of the marketing and user acquisition budget is being lost to fraud, with AppsFlyer estimating a loss of US $ 700–800m in the first quarter of 2018 alone. An AppsFlyer report titled ' The State of Mobile Fraud Q1 2018' states that mobile app marketers were exposed to 30% more frauds than in 2017 and that the fraud installs share rose by 15%, given all the marketing-driven 11 %% is. Installs.
' Bots and device farms are being used to trick companies, specifically for shopping, gaming, finance, and travel on both Android and iOS devices. The net effect then is that the business model for developers and publishers is under threat due to the loss of revenue in the short term and the credibility of the mobile channel to provide value to advertisers in the long term. " "Advertisers and developers certainly respond equally to fraud; Nevertheless, it is a professional job, which is a major challenge for marketing teams. ". Therefore, from a business point of view, advertisers and developers must pass these criteria to 3rd parties. It is advisable to hand over. Like AppsFlyer, " said Wang Wei, China's general manager of AppsFlyer.
Yobo Zhang, Product VP at Ediming said, " From a long-term point of view, advertising fraud is akin to quenching thirst with poison. We look forward to working with more data platforms or anti-fraud parties to fight against advertising fraud. AdTiming has developed an anti-cheating product that integrates with the AppsFlyer protocol to detect, quarantine, and remove fraudulent installs and clicks. It is a type of technology solution designed to help advertisers and developers across the entire range of mobile security solutions. Must be made as part. Marketing. " Zhang said, " Fraud is an industry-wide issue, only by sharing development protocols, SDKs, APIs within our industry that we can work on our responsibility. Industry associations and agreed best practices will also play a role here. China and China. World "
Yobo Zhang, Product VP in AdTiming Wei Wang of AppsFlyer agrees, " There is a promising trend that unanimously leading to the loss and harm of fraud across the industry, with a growing number of advertisers, advertising platforms, third parties, joining the line to prevent fraud Are. Overall. " "Wei Wang, general manager of China's application problem facing AppsFlyer has registered the State of Mobile Fraud - Q1 2018 in its report, covering 6,000 applications and 10 billion installs over a period of 5 months. It was found that fraud comes in waves and bots are now the most dangerous threat, accounting for more than 30% of fraudulent installs as the most popular form of attack in place of device farms. Shopping, gaming, finance, and travel apps are the hardest hit in the initial three months of 2018 with some US $ 275m.
Yoto Zhang said, " Admitting is taking fraud "Seriously
on the issue of advertising within our company and by engaging with industry to
tackle this threat." Since ad fraud is endangering the entire AdTech
industry, it is imperative that the entire community must face this issue
together to ensure the well being of the industry and the joint interest of the
mobile marketing community.AdTiming and AppsFlyer discuss how they are dealing
with advertising fraud in gaming.
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