Trends Report

Fraud And Fat Fingers Distort The Mobile Advertising Landscape

Publishers And Marketers Must Act Now To Stop Fraud's Spread To Mobile Ad Inventory

May 4th, 2015
SB
Susan Bidel
With contributors:
Luca Paderni , Wei-ming Egelman

Summary

Consumers are rapidly shifting their digital interactions to mobile devices, pushing publishers and marketers to deliver content and advertising across multiple screens. But defining a meaningful interaction on mobile is far from straightforward. "Fat-finger syndrome" makes interaction data noisy, low cost-per-thousand (CPM) rates drive low scrutiny on impression quality, and the growing audience and volume of advertising activity attract the attention of fraudsters who are following the money. Fraudsters not only apply techniques tested and proven in desktop advertising to the mobile web but also fashion new strategies specifically to target the mobile app environment. B2C marketers should read this report to learn the scope of ad fraud for mobile inventory, understand the most common fraud tactics, and learn best practices for limiting the effects of fraud in the mobile environment.

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