AdFraud Insiders Summit 2021Financial Express Online- the business news site from the house of The Indian Express Online Media aims to bring stakeholders from across the advertising, media and entertainment sector under one roof to discuss and deliberate on how to tackle fraud in the space of online advertising.
While no major ad fraud prevention corporations have been able to come to a consensus regarding the total cost of ad fraud, TrafficGuard/Juniper evaluates it to be currently at $34 billion. This is expected to reach $87 billion by 2022 — majority of which will be lost in the APAC region, with the current $19 billion set to touch $56 billion. Further, Intercepted — a mobile ad fraud prevention tool reported that 21.3% of iOS and 26.9% of Android apps installed are fraudulent.
Meanwhile, the World Federation of Advertisers (WFA) predicts that ad fraud will become the biggest market for organised crime by 2025, worth about $50 billion. Interestingly, at present there are three most prevalent forms for fraud — stats show that of the $25.8 billion lost, app install farms/SDK spoofing accounted for 42%, click injection for 30%, and click spam for 27%. As more and more advertisers scale-up their ad spends on digital — measuring impact will be a key metric to control wastage. The two-day virtual event titled, ‘AdFraud Insiders Summit 2021’ is focussed at how the online industry together can create a brand safe environment to advertise.
The two-day event will see names such as Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC; Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth); Amit Relan, co-founder, mFilterIt; Tarun Katial, investor and founder in Media Tech and Edu Tech; Karan Bedi, CEO, MX Player; Vignesh Narayanan, head of business, Airtel Ads, among others.
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Highlights
“Campaign benchmarking coupled with independent audit of the campaigns by companies allows them to fix the problems of fraudulent activities to some extent,” Neelima Burra, chief commercial officer, The Oberoi Group, said.
Yatin Garg, director of growth, CashKaroWorld, highlighted that Federation of Advertisers estimates that ad fraud will be the second biggest form of organised crime after drug trafficking.
“The lifetime value (LTV) of customers acquired through organic traffic is higher than those acquired through paid sources,” Tushar Tyagi, program manager Paytm Points, Paytm, said.
“The big benefit over the period of time has been the awareness around ad fraud. At one time, it was more about putting more money to drive more traffic. The best thing that happened to the industry is programmatic wherein you really want to know the profile of the consumers. It helps eliminates a lot of ad fraud possibilities,”Neelima Burra, chief commercial officer, The Oberoi Group.
“Brands are looking at different KPIs that are not limited to transactions such as customer lifetime value (LTV), traffic quality and other metrics such as repeated transactions, their value as well as the cities,” Neha Kulwal, country manager, Admitad India, said.
“Earlier, it was largely about eyeballs, today quality is coming into picture. Today it's not just about the impressions but also about impression quality and also brand identity in terms of where your ad is placed is important,” Tushar Tyagi, program manager Paytm Points, Paytm, said.
As per Vishal Rupani, serial learner and ex CEO, mCanvas, the pandemic has further accelerated the growth for digital and when spends increase, fraud almost always follows.
“No matter what you run on digital platforms, the threat of fraud will always be there,” Shubham Jha, Inside Sales, Business Lead, Adjust
“Large companies invest quite a lot in patrolling, they have a separate cell for malware functioning,” KV Sridhar ‘Pops’, global chief creative officer, Nihilent.
“You cannot zero down ad fraud, you can only minimise it or reduce it. If advertisers move away from the concept of impressions to conversions, advertisers can save a lot of frauds,” Preet Raj, co-founder and CTO, FLYX.
“Fake impressions and fake clicks are the two major areas of ad frauds. While there is no fixed solution, as a brand, there is a constant need to improvise to keep up with the changing fraud mechanisms,” Amlan Pati, digital marketing head, CavinKare.
“As a brand, what's important is the cost per site visit or a cost per store visit. Therefore, the quality of leads becomes extremely important. If your end objective is achieved eventually, even a higher cost per lead or cost per click works for brands. It is important to choose the right platforms,” Karan Kumar, SVP and chief marketing officer, DLF, stated.
“It is important for both publishers and advertisers to ensure that they choose the correct partners when they want to advertise,” Viraj Jit Singh, SVP and revenue head, MX Player, said at the AdFraud Insiders Summit 2021.
“There are so many bad actors in the ecosystem and marketers are also under constant pressure for return on investment (ROI). There is a need for advertisers and publishers to work together to figure out what are the right metrics to track,” Vignesh Narayanan, head of business, Airtel Ads.
“AdFraud is a reality. It is trying to deliver on marketers’ oldest wish, which is a low cost of advertising per click. As an advertiser, you need to be vigilant about your partners and monitoring mechanisms to reduce these,” Karan Kumar, SVP and chief marketing officer, DLF, said.
“Even with all the tracking of the impressions, clicks, advertisers have struggled to understand which part of their budgets are wasted,” Dhiraj Gupta, CTO, mFilterIt.
At the AdFraud Insiders Summit 2021, Naresh Gupta, co-founder and CSO, Bang in the Middle pointed out that Adobe estimates 28% of web traffic is likely a fraud and it comes from automated bots and other non-human signals.
“Social reasoning is important to find out whether an issue is real or is being amplified through bots or other external elements,” Arvind R P, director strategy, marketing, digital and communications, McDonald's India, said.
According to Prathamesh Dembla, head- growth, Licious, there has to be a human intervention when it comes to preventing ad fraud-- till the time you don’t put human touch, you won’t have an upper edge.
"Essentially, fraud is an unimaginable number and secondly, there is no fixed solution also. Even at the organic level, there is a possibility of bad actors coming in. There has to be a combination of technology, process and manual intervention to tackle these," Amit Relan, co-founder, mFilterIt
“Bots are based primarily on feeding of data and then they are trained on that,” Ritesh Chopra, director sales and field marketing, India and SAARC Countries, NortonLifeLock
"There are apps out there that are designed simply to enable piracy. From an advertising perspective, this remains a huge concern today," Karan Bedi, CEO, MX Player.
“The content on TV and OTT are very different in India. TV ad revenues are beginning to flow to OTT platforms, representing the large opportunity for advertisers to target consumers where they are,” Karan Bedi, CEO, MX Player.
"Customer experience and engagement are extremely important if you are a D2C brand. It impacts the cost of customer acquisition significantly," says Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth).
"The concept of loyalty has gone for a toss. In these times, you need to convince your consumers every time on why they should purchase your product," says Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth).
“The three C’s -- Copy, Creative and Consumers are very important for any marketer to be effective in the digital world,” Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth), said at the AdFraud Insiders Summit 2021.
"TrafficGuard/Juniper has set the current cost of the ad spent lost due to fraud at $34 billion. It predicts that this will increase to $87 billion by 2022," Anant Goenka, executive director, Indian Express Group, said at the AdFraud Insiders Summit 2021
"The inaugural edition of the Ad-Fraud Insiders Summit looks at the increasing problem of ad-fraud and aims to provide solutions to tackle current and emerging threats," Anant Goenka, executive director, Indian Express Group, said at the AdFraud Insiders Summit 2021