TUNE-2017年移动广告流量欺诈报告（英文）-2017-19页-6mb

Mobile Ad Fraud Summary

Core Content

This document provides an in-depth analysis of mobile ad fraud, highlighting the scale of the problem, its various forms, and the challenges faced by marketers and ad networks in combating it. It emphasizes the need for advanced tools and strategies to detect and prevent fraud, and introduces TUNE as a key player in this space with its innovative fraud analysis technology.

Main Points

Ad Fraud is a Significant Problem

• Estimated losses: Ad fraud costs the industry between $7.2 billion and $16.4 billion annually.
• Trend: Fraud rates are increasing despite industry efforts to combat it.
• TUNE's Study: Analyzed 24.3 billion clicks across 700 ad networks, revealing that 15.17% of all clicks are fraudulent on average.
• High fraud networks: 23.3% of ad networks have over 20% fraud, with the worst 34 ad networks showing significantly higher rates.

Types of Mobile Ad Fraud

There are several types of mobile ad fraud, including:

• Click fraud: Fake clicks generated by real users.
• Install fraud: Fake clicks and fake users.
• Compliance fraud: Real users but with incorrect geography or profile.
• Viewability fraud: Ads shown in non-viewable areas (stacked, off-screen).
• Targeting fraud: Ads served to the wrong audience.
• Bot fraud: Ads served to bots or software agents, not real users.

Structural Issues in AdTech Ecosystem

• Re-brokering: Ad networks often re-broker traffic to sub-publishers, which can lead to lower quality or fraudulent traffic.
• Sub-publishers: Often mislabel or misrepresent their traffic, which can mislead higher-level ad networks.
• System complexity: The adtech ecosystem is too fragmented and complex for single-player solutions to be effective.

Key Information

TUNE's Role in Fighting Ad Fraud

• Unique Visibility: TUNE offers full visibility down to the publisher level, unlike other attribution companies.
• Fraud Analysis Tools: TUNE's fraud analysis reporting identifies and isolates fraudulent activity, allowing marketers to pinpoint and eliminate it.
• Real-Time Monitoring: TUNE runs fraud analysis daily, helping ad networks correct issues almost in real time.

Recommendations for Marketers

• Use TUNE's Mobile Advertising Index: A tool to identify top-performing ad networks based on criteria like adoption, install volume, and conversion rate.
• Regularly Check Ad Partners: For compliance and quality, using TUNE's Marketing Console to monitor down to sub-publishers.
• Act Quickly on Fraud: Cut off fraudulent sources of traffic to avoid clawbacks and maintain ROI.
• Engage in Data-Driven Conversations: With ad partners to address fraud and improve performance.

Recommendations for Ad Networks

• Ensure Quality Traffic: Ad networks must vet their sub-publishers and ensure they deliver high-quality, legitimate traffic.
• Collaborate with Marketers: Work closely with marketers to identify and address fraud, maintaining trust and transparency.
• Invest in Fraud Prevention: Use tools like TUNE to detect and eliminate fraud at the source, protecting both parties and the industry.

Conclusion

The adtech ecosystem is plagued by fraud due to structural issues and the complexity of re-brokering. TUNE's fraud analysis tools offer a comprehensive solution by providing visibility at the publisher level, enabling real-time detection and correction. Marketers and ad networks must work together to combat fraud, using data-driven approaches and modern technology to ensure that ad spend is used effectively and ethically.