MMA to hold First Industry Meet on Addressing Ad Fraud to help Marketers ‘ACT’ on Brand Safety

- Advertisment -

New Delhi, 11 March 2019 (Press release): The Mobile Marketing Association (MMA) in India, today announced the launch of 3-city roadshow series on Ad Fraud across New Delhi, Bengaluru and Mumbai. MMA globally focusses on Ad Fraud and has launched a global Ad Fraud council with local chapters. MMA India is now rolling out the local Ad Fraud council as a part of the roadshow series- ad fraud industry meet. Beginning with the first roadshow on 13 March in Delhi, the series will then move to Bengaluru on 27 March and conclude on 18 April in Mumbai.

Moneka Khurana, Country Head, MMA India, said, ‘As per the MMA India Ad Fraud Survey conducted, the top 2 challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40% in 2019 and is continuously leading to huge losses in marketing dollars spent.”

According to a research by ThreatMetrix, mobile fraud reaches 150 million global attacks in first half of 2018, a 24% year-over-year increase. 25% of new eCommerce account applications were found to be fraudulent, a 130% increase compared to 2017. Bots are also booming; 2018 registered a total of 2.6 billion bot attacks, a 60% step up from Q1 to Q2 2018. Another report by Intercepted says shopping, followed by gaming, finance, travel and social are amongst the most vulnerable categories in mobile ad fraud.

As a part of the Brand Safety council at MMA India, Partho Dasgupta, CEO BARC, said, ‘Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.’

The roadshows are a platform to highlight MMA’s ‘ACT’ ideology  – AssessCombat and Track fraud:

  • Help marketers Assess and self-diagnose and understand their exposure to fraud such as what kind of fraud (Traffic, Misrepresentation or Attribution), Programmatic vs ad network vs publisher direct fraud, Static vs video vs native and the challenges associated with each type
  • Help them Combat fraud by providing education regarding various types of fraud and solutions available through marketer perspectives, case studies, technical overview of solutions, etc.
  • Help marketers Track the impact of their efforts and how stay on top of fraud by working together with agency and verification partners

‘In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem’, said Vikas Agnihotri,  Country Director – Sales, Google India, MMA India brand safety council member.

MMA’s roadshow partners are subject matter experts in the space – Affle, InMobi, Mobvista and mFilterIt. It will also feature speakers from Essence, Cleartrip, BARC India, OYO, Uber, HDFC, Sony Pictures Networks India, etc.  who will highlight several key challenges related to brand safety, viewability, ad fraud, inconsistent measurement, etc. that are plaguing the mobile advertising industry.

H2S Media Team
H2S is a group of tech enthusiasts those are passionate about latest technology developments. They always like to solve own technical problems and share the same solution with others through this Website.

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest Posts

TEAMGROUP T-FORCE Releases Mirror Design XTREEM ARGB RAM

In Taipei, a gaming brand TEAMGROUP has announced its mirror design T-FORCE XTREEM ARGB Gaming Memory modules to add...

₹ 1.9 lac premium Devialet Phantom Reactor 600/900 now in India to rock

Recently, Devialet hosted an event in India (Delhi) to introduce Phantom Reactor, a premium speaker that looks like some...

Data visualization tool review of Navicat Premium 15- Create charts and reports

The data visualization tool of the Navicat Premium 15, you can even create reports, present them exactly the way you want. See the review for more info

Clearwater Analytics Launches Operations in India

Press release: Clearwater Analytics, a global SaaS solution provider, today announced the commencement of its India operations with a...
- Advertisement -

Why you should switch to Telegram from WhatsApp in 2020- Top 8 reasons

We are living in the ever-changing world and everything is changing very fast. It is long since we are...

Navicat Premium 15 review. One-stop solution for data modelling to query writing and creating reports

Dealing with data is something that we all need in our everyday life no matter which field...
- Advertisement -

You might also likeRELATED
Recommended to you