In-App Ads Should Do More to Protect Against Fraud

A popular question in the advertising space has been whether in-app advertising is more likely to deal with fraud than other forms of marketing on mobile. Many ad buyers think it to be the case and research supports it.
Yet, in-app advertising, compared to mobile web advertising is prone to very few attacks, according to Protected Media.

In the last six months of 2018, advertising in-app experienced a drop in fraudulent attacks by 25% less than advertising on the mobile web according to the firm.

A study by Protected Media looking at 40 billion impressions from over ten exchanges and DSPs found fraud that involved viruses and bots that copy human users to be 74% less often in apps than in the mobile web.

The research found view fraud, where ads will be displayed as invisible ads to the user, like with ad stacking, were found to be 85% less in apps than in the mobile web.

For tunneled traffic, the number was 32% less. Tunneled traffic involves criminals hiding the geolocations of users to mask their IP addresses.
Reputation fraud, on the other hand, was 83% less. This fraud shows if a user ID or a publisher was involved in, or is suspected of having engaged in fraud.

In October 2018, buyers spent close to 50% of their budgets on mobile splitting between in-app and web purchases according to Forrester.
It is not yet clear how the new reports will move the needle.

Regardless of the channel, digital platforms are a haven for fraudsters. A new academic study showed that crimes enabled by social media make more than $3.25 in yearly revenue.

Researchers from the University of Surrey found that of every five organizations, one was infected with malware that was passed through social media.

Popular apps are the hotbed for such illegal activity according to Mike McGuire, a senior lecturer in Criminology at Surrey University.
Notably, ‘Facebook Messenger is instrumental in spreading crypto mining strains’ according to McGuire.

‘YouTube is also a culprit with users who click on adverts unwittingly enabling crypto mining malware that then runs on their devices and consumes over 80% of their CPU mining crypto.’

https://www.mediapost.com/publications/article/332536/in-app-ads-better-hedge-against-fraud.html

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