Mobile ad fraud in apps: Why aren’t Australian agencies doing more?
While the mammoth problem of mobile ad fraud has captured the world’s attention, M&C Saatchi Mobile’s ANZ director Bobbie Gersbach believes it’s time Australia sat up and took note.
For us in mobile media, 2017 is the year of the ‘f’ word. ‘Fraud’ may not be the word that comes immediately to mind, but rest assured that it’s every bit the rude and disruptive expletive in the context of our day-to-day.
It’s a huge problem for the industry, but one media agencies are actually well equipped to deal with, with the right determination and access to talent.
Accessing quality in-app ad inventory tends to present a competitive advantage for mobile-savvy advertisers due to both scale and attention. Hence, in-app ad fraud detection should well and truly be on our radar, both for the benefit of brands and for the longevity of the mobile media industry.
