May 2017 - Mobile Display Fraud Case Study
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A case study by Marketing Science analyzed 1 billion ad impressions across nearly 1,000 mobile apps, revealing that 9% of apps accounted for 52% of impressions, with 66% being fraudulent. The remaining 91% of apps generated 48% of impressions, with an average of 18% being fraudulent. Overall, the analysis found that 43% of all ad impressions were fraudulent, highlighting significant issues in mobile display advertising.
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May 2017 - Mobile Display Fraud Case Study
- 1. May 2017 / Page 0marketing.scienceconsulting group, inc. linkedin.com/in/augustinefou Mobile Display Fraud Case Study Marketing Science analyzed 1 billion ad impressions data from nearly 1,000 mobile apps. Highly suspicious apps were identified because they caused a disproportionally large portion of the ad impressions. These apps were then cross referenced with SDK data from Aki Kinetic that corroborated the impressions were loaded using fake mobile devices (mobile simulators created in data centers). Specifically, fake mobile devices installed and ran fraudulent apps designed solely to load hundreds of millions of ad impressions. KEY FINDINGS (labeled in the chart below) 1. 9% of the apps (blue dots) caused 52% of total impressions, 66% of which were fraudulent (fake devices) 2. The remaining 91% of apps (blue dots) caused the remaining 48% of the total impressions, 18% of which were fraudulent 3. Overall average – 43% of impressions were fraudulent 1 (52% of imps) 2 (48% of imps) 66% avg fraud 18% avg fraud RELATED: “Google boots 40 apps, downloaded 36 million times, used for generating fake impressions and clicks.” Forbes, May 2017