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Mobile app ad fraud has exploded by 50% in the past year, according to a new report from media measurement and data company DoubleVerify. The numbers are one of many telling statistics about the current state of media quality and performance on the web.
Mobile advertising is a hot industry, with Emarketer predicting that mobile ad spend will exceed $ 156 billion globally by 2023. Global mobile consumption has skyrocketed, in part because people stay at home during the coronavirus pandemic. Even with a growing vaccinated population and an easing of lockdown rules, people still stay indoors and stream videos, play games, and shop online using mobile apps. As a result, advertisers invest money in mobile advertising and scammers move around with their fake clicks and traffic to siphon off some of those ad dollars.
While the overall volume of fraud remained broadly stable (post-offer fraud / sophisticated invalid traffic [SIVT] rates have risen from 2% to 1.4% and the overall volume has not changed from year to year), pockets of fraud continue to plague the industry, DoubleVerify found in its annual Global Insights report. . One example is scams targeting video on mobile apps. Streaming ad fraud has become a major problem, with DoubleVerify detecting more than 500,000 fake Connected Television (CTV) devices – gaming devices and streaming consoles – per day.
Fraudsters are also changing tactics. Last year bot fraud accounted for 78% of fraud / SIVT violations on CTV. While bot fraud violations on CTV remain the most common type of CTV fraud, data center traffic is a growing problem. Data center traffic is a type of SIVT that targets server-side ad insertion inventory (SSAI), which is especially common on CTV and audio, DoubleVerify said. With data center traffic, scammers tamper with SSAI inventory, like a mobile print made to look like a CTV print, or have an SSAI inventory with incomplete information.
DoubleVerify’s global report analyzed over 1 trillion ad impressions in 80 markets across more than 2,100 brands. Video and display impressions were measured year-over-year from May 2020 to April 2021 across desktop and mobile web, mobile apps, and internet-connected TVs.
Read the full DoubleVerify 2021 Global Insights report.
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