#adfraudsolution

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Maximizing Impact During IPL: Why Smart Brands Focus on Ad Monitoring, Frequency Capping & Fraud Prevention

The Indian Premier League (IPL) continues to shatter records, not just on the field but also in the advertising arena. The 2025 season has witnessed a remarkable 29% increase in the number of advertisers compared to the previous year, with over 55 brands vying for attention during the first five matches alone.

However, with this vast opportunity comes significant risk. The surge in advertising can lead to overspending, ad fatigue among viewers, and an uptick in fraudulent activities targeting high-profile events like the IPL.

This blog explores how strategic implementation of ad monitoring, frequency capping, and fraud detection can be the difference between a successful IPL campaign and a costly misstep.

What will your brand get out of IPL advertising?

Here are the benefits your brand will get out of IPL advertising:

Fast Massive Reach

The Indian Premier League (IPL) isn’t just a cricket tournament — it’s a nationwide spectacle with a global fanbase. In the 2024 season, the IPL reached a cumulative audience of 546 million viewers on television alone, with digital platforms like JioCinema attracting an additional 620 million viewers. This unparalleled reach offers brands instant national visibility.

For brands, this means instant national visibility. Doesn’t matter if you’re launching a new product or driving top-of-funnel awareness, IPL advertising is your opening batsman — aggressive, high-impact, and out to make a statement from ball one.

In most media environments, building this kind of reach would take weeks, even months. With IPL, it can happen in a matter of days, sometimes even overnight. You’re not just reaching people — you’re entering living rooms, conversations, and social media feeds in real time.

Hyper-Engaged Audience

IPL viewers are not just numerous; they are deeply engaged. During the 2024 season, JioCinema reported that viewers spent an average of 75 minutes per session, up from over 60 minutes in the previous season. This substantial time spent indicates a highly captivated audience, providing brands with extended exposure and increased opportunities for message retention.

A neuroscience study revealed that during IPL 2024, viewers exhibited 1.2 times higher attention to ads on connected TVs compared to linear TV, and brand equity increased by 1.5 times on connected TVs. This heightened engagement translates to more effective advertising, as audiences are more receptive and responsive to brand messages during the tournament.

Better Brand Recall

Repeated exposure during the IPL significantly enhances brand recall. The tournament’s high-frequency matches and extensive viewership provide multiple touchpoints for audiences to internalize brand messages.

Integrating advertisements with specific in-game moments, such as boundaries or wickets, further amplifies recall. For instance, Cadbury Dairy Milk’s #ThankYouFirstCoach campaign during IPL 2024, which featured heartfelt tributes to cricketers’ first coaches, resonated deeply with audiences and reinforced brand association.

By now you’ve understood the massive opportunity IPL advertising is. But over the years, there’s been a marked increase in programmatic ad buys and real-time bidding (RTB). Platforms like JioCinema have enabled precise audience targeting, allowing brands to bid dynamically for premium ad slots in real time. While this opens up opportunities for better efficiency and control, it also intensifies competition.

With thousands of brands vying for the same inventory, standing out without overspending becomes a strategic challenge. The very speed and scale of programmatic — if not managed carefully — can lead to frequency spikes, wasted impressions, or audience fatigue. For smart advertisers, this creates an opportunity: those who can balance agility with optimization can win both attention and efficiency.

To know more about Combined Monitoring, FCAP, and Fraud Prevention click here

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How to Secure Your Organization From Fraud and Identification Burglary

While the Internet has made it easier to grow a business, it has actually also presented brand-new safety and security challenges for small and also industries alike. As the strategies of scammers expand extra innovative so have to the options businesses utilize to discover and protect against fraud from happening. The heart of effectively stopping scams in a consumer-not-present channel is having assurance you are connecting with customers, not burglars. Confirming a customer's identity is very important for any person doing business online. With identity theft remaining to be among the fastest growing crimes in the USA, utilizing identification confirmation helps reduce the dangers for both your organization and your consumers from becoming a sufferer of fraudulence. The trick is to automate your identification confirmation procedure so that you are able to validate consumers in such a way that will certainly maintain company moving and also without compromising consumer satisfaction. So what exactly is identification verification? Put simply, identity confirmation remedies help uncover if you are dealing with reputable, real individuals. As well as relying on the level of verification your company requires, you can additionally learn if a person is that they say they are despite the fact that you can't see or check their ID face to face. At its lowest level an automatic identification as well as age confirmation service permits you to confirm information supplied by a person, such as name, address, as well as day of birth, with information that can be found on that particular person while looking countless relied on information sources. If there is something questionable related to the identity, like the address does not match or the individual is in fact deceased, you will know immediately. And depending upon the level of guarantee needed, you can incorporate a set of multiple-choice questions that are dynamically produced based off of the personal history information found on each individual customer. These questions are innovative and also made specifically so that real identity proprietor will understand the solution yet not somebody attempting to be that individual. The end result gives an automated procedure that helps companies make even more educated choices regarding exactly how communications with consumers are handled while also protecting against fraudulence.

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How Fraudsters Manipulate App Installs and What Marketers Can Do About It?

Mobile apps are big business and the same is apparent through the significant advertising budgets dedicated to increasing app installs. In 2022 alone, advertisers spent more than $18 billion on advertising their apps to drive more installs. This makes the app install advertising business lucrative.  

Unfortunately, this lure also attracts bad actors and frauds. That’s perhaps why, today, app install fraud is one of the most common forms of ad fraud in the online realm. According to our analysis, we have found that on IOS, the average fraud at the install level is 57% which rapidly increases to 70% on Android devices.  

Fraudsters use fake app installs to steal from advertising budgets. The financial impact of this, while significant, is only a small part of all the trouble caused for the advertisers as a result of these activities. What’s more troublesome is that fraudsters are evolving their methods and employing sophisticated methods to carry out their fraudulent activities.   

In times like these, advertisers need to start ahead of the curve to protect their ad budgets. To do this, one must first understand how app install fraud works and that’s exactly what the next section describes. Read on. 

The Hidden Tactics Behind Install Fraud

While it may seem like app install fraud is a single threat, the reality is much more complex. Fraudsters utilize several simple and complex methods to fake installs and steal from advertisers’ budgets. Here’s a quick overview of the most common methods employed by app install fraudsters: 

– Click Injection:

This is one of the most sophisticated forms of app install fraud. To execute this, fraudsters publish an app that “listens” for app download broadcasts. Using this information, they can “inject” a click right before an app install is completed. This allows fraudsters to claim the credit for the app install despite not contributing anything to make it happen. 

– Click Spamming:

Click spamming is usually employed to target campaigns where advertisers are paying for clicks on their ads. As the name suggests, fraudsters generate a large number of fake clicks, usually using bots, and claim the rewards. However, the advertiser unfortunately ends up paying for clicks that will not result in any genuine interest or installs of their application. 

– Organic Hijacking:

Another sophisticated form of app install fraud; organic hijacking works by stealing the credit of organic installs. Fraudsters employ malware or other methods to send a fake click right before an app download is completed, claiming the credit for the app installs, along with the associated reward.  

– Incent traffic:

This type of app install fraud is one of the most difficult to detect, as it uses real users to scam advertisers. In this type of fraud, fraudsters place ads on incent walls and incentivize real users to download an application and in some cases, complete an action that claims the reward. In many cases, fraudsters straight out share a part of their affiliate payout with the user. While there are real users involved and the app download is also authentic, since the user is only interested in the reward, the entire activity doesn’t drive any value for the advertiser.  

– SDK Spoofing:

With SDK Spoofing, fraudsters usually use a malware-laced app of their own to infect user devices. This app then manipulates the SDK communication of the advertisers’ apps to generate fake installs and register other actions that may be rewarded by the advertiser. Alarmingly, such an activity is extremely difficult to track and can be conducted indefinitely, effectively draining entire ad budgets without delivering any real value.  

But Aren’t Fraud Checks by MMPs Enough?  

to know more, click here

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Are your ads on OTT causing Ad Fatigue? Know the Impact of Frequency Capping Breach

Digital advertising has undergone a massive transformation. As audiences shift from traditional TV to streaming platforms, brands have gained unprecedented opportunities to engage with consumers in a more targeted and cost-effective way.

Enter Over-the-Top (OTT) platforms like Netflix, Hulu, Amazon Prime Video, and JioHotstar — which have changed the advertising game. These platforms allow brands to serve personalized, data-driven ads to the right audience at the right time.

What is Frequency Cap Breaching?

Frequency breaching occurs when an ad is shown to the same user excessively, far beyond the optimal number of exposures. While repetition plays a crucial role in brand recall, too much of it leads to ad fatigue, causing frustration and making users disengage.

Effective frequency capping ensures that users aren’t served the same ad too many times within a short period. This enhances ad effectiveness, prevents irritation, and maintains a positive viewing experience. However, finding the right balance requires data-driven decision-making, continuous testing, and collaboration with advertising platforms.

Frequency Capping in USA, India, Dubai, Saudi Arabia

Click here to read more: Are your ads on OTT causing Ad Fatigue? Know the Impact of Frequency Capping Breach

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Types of Mobile Advertising Fraud Across Industries

India has witnessed an exponential rise in smartphone usage, internet penetration, which has furthered the growth of the Indian Digital Advertising ecosystem. Studies estimate that there were 624 million Internet users in India by January 2021 and the number of mobile connections was equivalent to 79% of the total population (1.39 billion is the current population).

The growth in internet adoption, smartphone usage, and the ongoing Covid19 pandemic has impelled businesses to leverage digital marketing to reach their customers directly on their mobile devices.

This growth, however, comes with its own set of challenges as the internet has become a playground for fraudsters MMA India Report states that 62% of all digital ad fraud occurs on mobile advertising, the most dominant type of digital advertising in India. Increased mobile adoption opens Pandora’s box of opportunities for digital criminals. Thus, one of the many reasons to develop an understanding of the different types of mobile ad fraud and how to detect them across industries.

Let us have a look at the different types of ad fraud in mobile advertising which are fairly common across industries.

1. Ad Stacking

One of the most common types of mobile ad fraud, ad stacking is a scheme where multiple ads are served and displayed at once, one on top of the other, akin to a stack of folders in offices. This gives a window to immoral publishers to say that the said ad has been served (even though it was technically never visible). This form of ad fraud is also referred to as ad hiding thus can be a major cause of concern especially when a brand awareness campaign is being run.

2. Click Flooding

In click flooding, fraudsters aim for tapping the last click/engagement prior to an actual install of the product being advertised. This is done by sending fraudulent clicks in large numbers with the intention of any click being credited for the download. Each click has a unique ID that is aimed to match any real user who downloaded the advertised application.

Type of Mobile Advertising Fraud in India, USA, Dubai, UAE, Saudi Arabia

Click here to read more: Type of Mobile Advertising Fraud Across Industries.

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CTV Ad Fraud Uncovered: Key Threats and Strategies for Smarter Ad Investments 

As Connected TV (CTV) advertising grows, criminals find newer ways to exploit its vulnerabilities. CTV ad fraud is now a massive, blown-up issue for advertisers, which ultimately results in wastage of ad spend and misleading performance metrics for the advertising campaigns. Unlike digital advertising, there's no industry-wide standardization in CTV, which offers the perfect playground for fraudsters. 

In this blog will focus on CTV ad fraud, important concerns such as frequency capping breach, threats to brand safety, and issues with viewable impressions, as well as how these affect advertisers. We'll also discuss strategic approaches for preventing fraud to maximize successful ad placements on CTV platforms. 

What are the Issues Concerned with CTV Ad Fraud? 

Violation of Frequency Capping 

Violation of Frequency capping when fraudsters manipulate CTV inventory to serve excessive impressions beyond limits. They loop ads in non-viewable environments, inflate impressions by spoofing device IDs, and reset ad requests to bypass restrictions. This practice drains ad budgets, distort camp 

Brand Safety Concerns 

Brand safety is a major consideration for advertisers: that a brand's ads will only run in suitable environments. CTV fraud threatens brands in varied ways: 

Fake Inventory- Scammers shower ad space on premium quality CTV apps but send them to low-quality or unsuitable content. 

Domain Spoofing- Scammers impersonate authoritative publishers to convince advertisers into buying fake impressions. 

Lack of Transparency- Most CTV ads are placed programmatically which creates more challenges to track the actual place where an ad runs. 

Viewability Issues 

Viewability becomes significant in determining whether an ad is looked at by users. Fraud essentially dilutes the real ad engagements by: 

Ad Stacking- Ads stacked on each other; just the uppermost ad is displayed on the screen. 

Pixel Stuffing- Ads are technically "served" in one-pixel size but never made visible. 

Misleading Reporting- Ad fraudsters forge logs to simulate high engagement. 

Impact of these Issues on CTV Ad Fraud 

The existence of CTV ad fraud has drastic implications for publishers, advertisers, and the ad ecosystem as a whole: 

Wasted Ad Spend – Brands invest huge budgets on fake impressions rather than real user interaction. This translates to lost marketing dollars that can be used on legitimate ad placements and performance-based campaigns. 

Manipulated Campaign Metrics – Deceptive behaviour tricks advertisers into thinking their adverts are doing great, distorting essential performance measures (KPIs) like click-through rates (CTR) and conversions. This may cause uninformed decisions in subsequent marketing strategies. 

Erosion of Trust in CTV Advertisements – If not managed, CTV fraud can demotivate advertisers from spending money on the platform. Brands would shift their ad budgets to other digital ad media that offer superior transparency and accountability. 

Poor ROI and Lower Conversions – Despite the high impression volume, fraudulent traffic does not contribute to actual conversions, which can affect revenue. Brands can have decreasing engagement levels, lower customer acquisition, and lower lifetime value from fraud-infected campaigns. 

Damage to Reputation for Publishers – Publishers and sites that unwittingly host fraudulent behavior can suffer damage to their reputations, and this can cause a loss of advertiser partnerships and revenue. 

Impact on Reach Vs Impressions – Due to frequency capping, ads may generate high impression counts but fail to reach new and relevant audiences. Instead, the same users see repetitive ads, leading to overexposure, ad fatigue and frustration. This stagnation can reduce engagement, harm brand perception, and ultimately diminish the effectiveness of ad campaigns. 

Strategies to Combat CTV Ad Fraud 

Fighting CTV ad fraud means employing a multi-pronged proactive approach. Advertisers must employ sturdy solutions to validate their campaigns. Here are some important techniques: 

Leverage CTV-Specific Ad Fraud Detection Tools 

Deploy a solution like Ad Fraud Detection by mFilterIt for detecting and blocking the fraudulent traffic. 

Use machine learning-based detection techniques to spot anomalies and flag suspicious activities. 

Employ ad verification tools to ensure the ads will reach the desired audience in brand-safe environments. 

Regular Monitoring of Campaign Metrics 

Monitor in real-time the ad performances and analyze patterns of engagements. 

Detect odd spikes in impressions, click-throughs, and conversions that may indicate fraudulent behavior. 

Cross-validate the data from various demand-side platforms (DSPs) to spot any anomalies. 

Conclusion 

CTV ad fraud is becoming one of the most notable threats to advertisers, with frequency capping violations, brand safety threats, and viewability issues being some of the prominent ones. Its impacts can extend beyond wasted ad spend; it distorts performance metrics, undermines trustworthiness, and lessens the return on investment 

To fight CTV ad fraud effectively, advertisers must install sophisticated detection technologies, ensure transparency in ad placement, closely follow campaigns, and leverage first-party data for targeting. Brands can defend their ad spend and ensure their CTV campaigns yield tangible results if they take a proactive approach and invest in fraud prevention solutions such as Valid8 from mFilterIt. 

As CTV advertising continues to evolve, staying one step ahead of scammers is paramount to drive digital ad campaign performance. In addition to upping the ante on campaign effectiveness, investment in brand safety and anti-fraud initiatives would enhance both safety and trust in the advertising ecosystem. 

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How Top Brands Are Winning with Programmatic Advertising

Why Brands are Embracing Programmatic Advertising?

Programmatic advertising has transformed the way brands interact with their target audiences by automating the buying and placement of ads with the help of powerful algorithms that provide precision, efficiency, and scalability. to increase the success rate which is lacking in traditional advertising.

Precise Targeting: Using precise targeting in programmatic ad marketers use data to identify target audiences. It allows brands to send modified messages based on demographics, activities, and even real-time intent.

Real-Time Optimization: Programmatic campaigns help in delivering real-time analytics, allowing brands to monitor performance and adjust the campaign according to their need. This enables marketers to optimize ad creatives, placements, and budgets in real-time, resulting in better results.

Scalability Across Platforms: Programmatic advertising connects people to a wide range of platforms, including social media and display networks, as well as connected TV and audio streaming services. This enables marketers to maintain the presence across several touchpoints without having any extra burden on managing individual channels separately.

Cost Efficiency: Traditional processes of buying and placement of ads can be time-consuming as they require negotiations and manual adjustments. With programmatic systems marketers can process millions of transactions in milliseconds, enabling brands to swiftly launch and adjust campaigns to close potential opportunities.

Click here to read more: How Top Brands Are Winning With Programmatic Advertising.

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Types of Mobile Advertising Fraud Across Industries

India has witnessed an exponential rise in smartphone usage, internet penetration, which has furthered the growth of the Indian Digital Advertising ecosystem. Studies estimate that there were 624 million Internet users in India by January 2021 and the number of mobile connections was equivalent to 79% of the total population (1.39 billion is the current population).

The growth in internet adoption, smartphone usage, and the ongoing Covid19 pandemic has impelled businesses to leverage digital marketing to reach their customers directly on their mobile devices.

This growth, however, comes with its own set of challenges as the internet has become a playground for fraudsters MMA India Report states that 62% of all digital ad fraud occurs on mobile advertising, the most dominant type of digital advertising in India. Increased mobile adoption opens Pandora’s box of opportunities for digital criminals. Thus, one of the many reasons to develop an understanding of the different types of mobile ad fraud and how to detect them across industries.

The ever-evolving ecosystem of mobile devices allows advertisers to deploy ads in varied formats. This provides the fraudsters with a number of ways in which they can trick their victims: from fake installs to attribution manipulation.

Let us have a look at the different types of ad fraud in mobile advertising which are fairly common across industries.

Click here to read more: Types of Mobile Advertising Fraud Across Industries.

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Click Tracker: Measurement and Validation of Clicks to prevent ad fraud and click-fraud prevention

Ensuring the legitimacy of clicks is a key performance measurement metric for marketers and businesses. Verification backed with accurate measures leads to optimized performance. Click Tracking ensures all invalid traffic is identified before it drains the ad budget and skews ad campaign performance data.  Let’s delve deeper to understand the need for click tracking and how it can help in campaign optimization.  

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Ad Fraud Prevention across Programmatic advertising landscape in the USA

Programmatic advertising is often described as a “black box” due to the complex, largely automated processes that operate behind the scenes, making it challenging for advertisers to see where their ads end up, how budgets are spent, and the actual impact of their campaigns. 

Massive Volume Makes It Hard to Track: Massive volume of ad impressions served daily, programmatic operates on an enormous scale, making it difficult to monitor each ad placement. Ads are distributed across thousands of websites, apps, and devices, creating a web of tough placements to trace without advanced tools.  

Viewability metrics Alone aren’t Enough. They don’t tell the full story. Many advertisers focus on viewability, but an ad might be “viewable” but still appear in an irrelevant or low-quality context, or worse, on a fraudulent site. Viewability is just the tip of the iceberg in determining if an ad placement is valuable. 

CPM is not the true reflection of ad performance: A go-to metric in programmatic, Cost-per-thousand (CPM) doesn’t necessarily reflect ad performance. As they do not show the genuine engagement generated or conversions. Moving beyond CPM for ad performance measurement and focusing on true performance metrics gives a clearer picture of campaign effectiveness.

Read more : Ad Fraud Prevention across Programmatic advertising

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Marketing Team vs. Call Center Team: Who’s to Blame When Leads Don’t Convert?

Junk leads are more than just data in the CRM; they create a cycle of wasted efforts for both teams: 

Lost Time on Unproductive Calls: Call center agents spend precious time on leads that lack any genuine interest in the product, draining their morale and productivity. It’s frustrating for agents to encounter frequent rejections, impacting their motivation and performance. 

Strain on Marketing Resources: For marketing, the push for high numbers of leads can come at the expense of quality. Campaigns are evaluated on how many leads they generate, even if many are unlikely to convert. This can lead to a misplaced focus on quantity over quality, which ultimately fails both teams. 

Unmet Conversion Goals: For both marketing and the call center, junk leads directly affect the bottom line. Marketing sees low ROI on its campaigns, and the call center fails to hit conversion targets. In the end, this hurts the business by diverting resources from potential sales opportunities to unqualified leads. 

Read more: Junk leads

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Misleading Ads and Offers on WhatsApp and Telegram

Affiliates promote offers in Telegram groups or WhatsApp chats and offer users small rewards such as cashback, points, gift cards, etc. for completing tasks such as clicks, app installs, or sign-ups. Users are incentivized by the affiliate to complete the tasks not out of genuine interest but to receive the reward. This leads to a high volume of low-quality traffic, installs, or sign-ups that do not translate into actual engagement or revenue for the advertiser. 

Such ads or offers directly impact the advertisers, leading to financial losses and reputation damage. Advertisers pay for traffic that does not convert into meaningful user engagement or sales. It also results in Market Distortion as low-quality traffic distorts performance metrics and analytics. It becomes challenging for advertisers to assess the true effectiveness of their campaigns and make informed decisions. Brands associated with fraudulent activities can suffer reputational damage. When users do not get incentives as promised in misleading or fake ads, they lose trust in the brand whose name is being used in such ads.  

Enhance tracking and monitoring with advanced AI-ML powered tools to identify too good to be true click to install or install to a registration issue. Down the funnel event quality degrades with low-quality users coming from misleading ads.

Read more: Misleading Ads and Offers on WhatsApp and Telegram

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Ai in Programmatic Advertising Fraud Detection to Deliver Performance and Sustainability

The rise of programmatic advertising has shifted the focus towards accuracy and automation. It surged from $9.75 billion in 2023 to $12.46 billion in 2024, an annual growth rate of 27.8% and is expected to continue expanding, reaching $28.12 billion by 2028 at a compound annual growth rate (CAGR) of 22.6%. However, with AI coming into the picture, performance programmatic platforms are prone to ad fraud even more. The need for optimization of programmatic media buying with comprehensive ad fraud solution  across the advertising funnel is the necessity to yield results.  

More and more advertisers are pushing for a stronger and harder success KPI in programmatic campaigns. The shift from visibility only to performance-first is underway. With new and upcoming programmatic platforms selling inventory on impressions, it is today evident that impression fraud is 10-15% of campaign spends in the MENA region, as per mFilterIt reports. There is a ROI uplift of 7-10% when advertisers identify and block for Made-For-Ad sites and Ad Frequency cap violations. 

For advertisers, an ad traffic validation tool is the need of the hour to weed out fraud, optimise programmatic traffic and improve the hard KPIs of their campaigns. Also, programmatic platforms & ad networks have started providing ‘Certificate of Verification’ to advertisers to ensure their ad inventories are validated.   

Read more: Ai in Programmatic Advertising Fraud

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Mobile Ad Fraud: Challenges for Advertisers in the USA

The most effective way for advertisers to combat mobile ad fraud is by using independent third-party validators—an unbiased, external layer of protection. Validate the fake traffic and interactions associated with an ad campaign. mFilterIt offers a comprehensive ad fraud detection system powered by advanced artificial intelligence and machine learning algorithms. It can identify suspicious patterns with deterministic, heuristic, and behavioral checks.  

It enables advertisers to identify and block fraudulent activities before they drain their budgets and ensure that only genuine traffic is counted, reducing the risk of fraudulent interactions, like click fraud, bots, and fake impressions. As an essential step in the fight against ad fraud and invalid traffic, it is important to validate before advertisers, ad networks and agencies collaborate with publishers. 

Monitor and verify each install or click with Mobile ad fraud detection solutions. It helps in identifying APK fraud, referral fraud, and protects organic traffic from being stolen. Proactive fraud prevention using data-driven strategies preserves the integrity of mobile advertising campaigns and ensures it delivers true value. 

Read more: Mobile Ad Fraud.