#clickfraudprevention

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

The size of the online click campaign market is growing. This is evidenced by the Google Ad revenue (US) to the tune of $237 billion (2023) and Meta’s ad revenue stands at $131billion (2023). This has grown 6% and 16% respectively in the last year. With the size of the click market growing, it is estimated that digital advertising fraud costs will increase from $88 billion to $172 billion within the next five years. That figure will grow 14% annually and nearly double, as per a Statista Report.    

This impacts all advertisers’ spending on clicks across platforms as click fraud is a multifaced threat that can take many forms, from sophisticated bots and malicious software to organized human operations like click farms.  

Hence, advertisers need to optimize their ad campaigns with click fraud detection software, that can bring transparency to the ad campaigns.  They must understand the need for accuracy and transparency in click measures and validation to protect their investments and ensure their marketing efforts reach genuine and interested audiences.

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

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Click Fraud: A Silent Budget Killer

In 2022, advertising spending that was wasted due to invalid traffic was $54.63 billion on the global level. The Statista projected that by 2027, the spending would reach $870.85 billion. 

Click Spam and Fake Attribution are all instances of click Fraud, and they contribute to 74% of Click Fraud.   

Types of Click Fraud? 

Click Fraud ID is dominant both in the web and app ecosystems. Various types of click fraud can be seen in the digital ad ecosystem.  

Ad stacking – It is a type of mobile ad fraud in which the fraudsters stack or hide multiple ads on top of one another beneath the primary ad.  

Click Farms – A click farm is a network of bots or a fraudulent operation of publishers that employs large groups of people to manually click on paid online ads.   Click here to read more about Click Fraud in the US Market.

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click fraud protection software | mFilterIt|

Click fraud, generating fake clicks on online content, harms PPC campaigns, organic search, and social media. It negatively affects ad budgets, lowers rates, and degrades content quality. This compromises digital marketing integrity. Detection and prevention, especially with click fraud protection software, are crucial for sustaining fair and high-quality online advertising experiences, safeguarding businesses from fraudulent engagement and preserving the effectiveness of their marketing strategies.For more info

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Domain spoofing is a criminal act of impersonating a high-quality platform using a low-quality website to obtain programmatic bids. In Sep 2020, MultiTerra was accused of obtaining a monthly revenue of $1 million by using this malicious method for their ad inventory. The organization is a top-rated ad publisher on mobile and connected TVs or CTVs. The key reason for the attack was high CPMs or ad rates.

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Advertisers spend millions of dollars every year on digital ads to ensure that they reach the right audience and expand their reach. They get the traffic, and they are happy that their ads are reaching the desired audience. But is this traffic coming from a genuine audience? This question was never thought of until the word “Bot Traffic” came into existence.

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During the IPL season, the audience is all gaga to see their favorite teams playing. The advertising world also goes into a frenzy during this time and wants to capture the attention of the “Cricket Heads”. The pitch might be clear on the ground, but the pitch in the advertising world has hurdles at every step. While the advertiser spends meticulously, the fraudsters also look forward to stealing their money and having a gala time. Over the years, these scamsters have evolved and adapted more advanced techniques to steal the advertiser’s money.

In this blog, we have covered some of the advanced techniques of ad fraud and brand safety threats happening across the gaming and betting industry which is most impacted during this time.

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Click integrity is a pre-attribution check that helps block the invalid clicks before they reach the MMPs, leading to bad installs. It also helps to reduce unnecessary click load on the Attribution Platform, thereby reducing the costs on Attribution Platform spending by Advertisers. So, it is a contributing factor towards saving on the marketing budget. However, fraudsters cannibalize a brand's traffic, and the process is revocable through a few actionable measures. Furthermore, the invalid clicks pose the following implications Read More...

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A research study powered by mFilterIt shows that the average ad-fraud rate is likely to peg between 45-55% as Digital Advertising gets the ‘Essentials’ tag in the new standard business setup. Market researcher techARC announced yesterday ‘The Ad-Fraud Report’ revealing some interesting insights about how Digital Advertising is becoming an essential element of businesses and the broad impact of this reorientation on Ad-Fraud.

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India has experienced a rapid surge in the usage of smartphones and internet penetration, leading to the expansion of the Indian digital advertising industry. According to recent studies, the number of internet users in India reached 624 million in January 2021, and mobile connections were equivalent to 79% of the total population (which currently stands at 1.39 billion).

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MFILTERIT PROVIDES AN INNOVATIVE AND TAILORED SOLUTION TO PROTECT THE BRAND IN A HOLISTIC WAY IN THE DIGITAL ECOSYTEM. mFilterIt is a pioneer in providing highly analytical and technologically driven solutions to protect your brand's digital integrity across platforms. The globally serving company uses the capabilities of AI, ML, and data science to provide accurate and real-time data to bring transparency to the digital ecosystem.

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The pandemic has brought a revolution in the adoption of digital payments among consumers. In the past two years, approximately 68% of Indian consumers have started using mobile payment apps, while 94 percent of Gen Z consumers have started owning mobile wallets. However, with the changing habits of the consumers, the fraudsters are also actively looking for different ways to defraud consumers. 

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mFilterIt has launched its Lead Predictor and Call Center Optimiser tool which will help advertisers “predict” the conversion of a lead in real-time!! We will be able to identify which leads are punched-in, fake, bots as the lead is filled up and block them from triggering the call-center itself! Preventing a lead which is fake or punched-in to even reach customer care and hence save costs for the advertiser.

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The cost of advertising on OEM stores varies upon the type of placement. OEM advertising has two broad categories: pre-installed apps and app store promotion. Pre-installed apps are a gateway to new users as they are visible on screen upon first-time phone usage. App store promotion is an icon & browser-based promotion, hot downloads, and recommended apps on an OEM app. In mobile terminology, OEM stores are even referred to as alternate play stores, as they are pre-installed in addition to Google Play Store. 

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Regardless of how well-crafted your digital ad campaign may be, its effectiveness is moot if it fails to reach genuine human audiences. In response, the concept of viewability as a measurable metric was introduced to assess the number of ads that actually receive genuine user exposure. But before delving deeper, it's important to establish a clear definition of ad viewability.

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mFilterIt’s Ad Traffic Validation Suite is a holistic ad-fraud detection and prevention solution. It aims to validate the ad traffic sources using the capabilities of AI, ML, and data science. The Ad Fraud solution ensures to protect the digital advertising spends across platforms like web, app, programmatic, and walled gardens. The solution focuses on a full-funnel approach to prevent the impact of fraudulent practices across the sales funnel and save from further wastage of ad spends for advertisers. 

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Mobile attribution platforms are present to report performance measurement, attribution, and analytics on your campaigns. These platforms are essential to get relevant business insights and efficiently analyze the App performance campaigns. If these platforms are not present, the advertisers will be unaware of the whereabouts of their payouts made to their networks.