Leading mobile advertising tech firm AppLift has just released a study revealing that more than a third of mobile programmatic traffic is at risk of fraud.
“Fighting Mobile Fraud In The Programmatic Era” contains two sections: a quantitative study of based on first-party data from AppLift’s proprietary media buying platform, DataLift, and a comprehensive educational guide covering mobile fraud.
“Powered by internal heuristics as well as leading fraud prevention tool, Forensiq, the study found that campaigns running on both a CPC and CPI basis were less likely to be fraudulent than CPM campaigns,” the report authors say.
Unfortunately, DataLift’s fraud detection system discovered that 34 percent of all mobile traffic is at some risk of fraud.
“With eMarketer predicting that U.S. mobile programmatic media buying will reach $20.45 billion by 2017, fraud detection is a major multi-billion concern for advertisers,” the report summary shared with MAW reads.
AppLift’s research also showed that 22 percent of overall mobile traffic is suspected of fraud, while 12 percent is at high-risk.
“The cost of advertising plays a significant role in mobile marketers’ budgets,” said AppLift CEO Tim Koschella. “The rise in fraudulent activity not only undermines the integrity of the advertising industry, but it is extremely costly for advertisers. By benefiting from the fraud detection system such as that offered through DataLift, marketers can better understand their mobile programmatic data, detect fraud prior to bidding, and therefore salvage a significant portion of their ad spend.”