The cost of

Gary Danks  blissfully unaware of the cash haemorrhage or burying their heads in the sand.

fraudulent clicks M

obile 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  marketers scramble to ensure they are appeasing the consumer in real time.

  the full fruits of their labour because up to 90 per cent of  pocket,

In 2017, an on-off lawsuit between Uber, its ad agency and a whole host of ad networks hit the headlines. As  depending upon which source you take your information from, but a reported $70 million was paid by Uber to  contained few downloads. And by anyone’s reckoning, that’s a lot of taxi miles to make up.

Those of us keeping a close eye on progress assumed it would be the catalyst for change. That an end to   be able to track a fair and true line between output and  network a commission for a successful download of its app, it’s because that download is legitimate, a real human, and not fraudulent.

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    corporates in the gaming, gambling, retail, entertainment   most businesses, this is good, right?

The stark truth is that the correlation doesn’t add up. The CFO of a global, online ecommerce business  what they won’t see is that the net ad spend could, we   real human being that will legitimately install, will be engaged, and will return. This will demonstrate a much higher spend per head and enable digital marketers to focus efforts upon this particular user and be more targeted with their ad strategies.

WHERE’S THE MONEY GOING? Below the line targeting has got a lot better, and that

$65 billion is being spent to reach users who need nothing more than a good signal and a swift thumb to join up is testament to that. But the fraudulent player’s    doubt whether bot farms are being funded by the techy geeks. No doubt there will be higher echelons 

52 APRIL 2020 GIO

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