Interactive
APP ADVERTISING FRAUD MACHINE ADVERTISING
Machine: Fraudulent players cost app marketeers billions
Mobile app marketing is big business. Last year alone commentators estimated that in excess of $65 billion was spent on acquiring new users, as the remote and ‘on the go’ consumer demands technology at their fingertips, and app developers and marketers scramble to ensure they are appeasing the consumer in real time.
Gary Danks, CEO, Machine Advertising
Gary Danks is a seasoned managing director with more than 14 years’ experience in mobile advertising and marketing. Gary’s vision is to make Machine the best in market service for app fraud detection. With extensive industry knowledge, Gary drives new product development and strategies alongside advising clients. Machine is a London-based technology company whose products and services are designed to protect app marketing budgets from fraudulent attack. Its full software stack is designed to detect and prevent fraud at the impression, click, install and post-install level – making it the most advanced solution on the market.
But, those same developers and marketers, while presiding over a sizable revenue stream, aren’t seeing the full fruits of their labour because up to 90 per cent of that marketing spend lands firmly in a fraudster’s pocket, says Gary Danks, chief executive of London-based Machine Advertising. Here, he examines this rise in crime and says the victims are either blissfully unaware of the cash haemorrhage or burying their heads in the sand
In 2017, an on-off lawsuit between Uber, its ad agency and a whole host of ad networks hit the headlines. As with any high-profile case, the financials change depending upon which source you take your information from, but a reported $70 million was paid by Uber to Fetch for fraudulent installs and an inventory that contained few downloads. And by anyone’s reckoning, that’s a lot of taxi miles to make up.
Tose of us keeping a close eye on progress assumed it would be the catalyst for change. Tat an end to fraudulent practice was to be seen and every app developer and user acquisition (UA) manager would now be able to track a fair and true line between output and outcome. And, that when an app developer pays an ad network a commission for a successful download of its app, it’s because that download is legitimate, a real human, and not fraudulent.
P102 NEWSWIRE / INTERACTIVE / MARKET DATA
But change did not come, the fraud continued to grow exponentially. In fact, on a wider scale, global annual ad spend topped $333 billion in 2019 and it’s predicted to rise even further1.
To put an exact figure on how many billions of dollars are wasted globally is difficult. Many app developers, or corporates in the gaming, gambling, retail, entertainment and travel worlds view one report detailing downloads, and a final report showing a boost to the bottom line. For most businesses, this is good, right?
Te stark truth is that the correlation doesn’t add up. Te CFO of a global, online ecommerce business will be delighted that profit exceeds net ad spend – what they won’t see is that the net ad spend could, we believe, be significantly less for the same returns. App developers need to know how and where to find the real human being that will legitimately install, will be engaged, and will
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