[Webinar] driving accountability in mobile advertising
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InMobi is a mobile advertising platform that engages over 1.5 billion unique devices, enabling contextual and personalized ad experiences for users. The document discusses global trends in mobile advertising, the challenges of accountability including brand safety, viewability, and ad fraud, and emphasizes the need for collaborative efforts among advertisers, publishers, and measurement platforms to combat these issues. It highlights significant financial losses from ad fraud and outlines strategies for improving transparency and safety in the mobile ad ecosystem.
[Webinar] driving accountability in mobile advertising
- 1. Driving Accountability in Mobile Advertising
- 2. ABOUT INMOBI 1.5 BILLION+ UNIQUE MOBILE DEVICES InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide. 20,000+ GLOBAL ADVERTISERS 120+ TB OF USER DATA ANALYZED MONTHLY 6 MILLION+ APP DOWNLOADS TRACKED MONTHLY 32,000+ PUBLISHER APPS 200 BILLION+ MONTHLY AD REQUESTS
- 3. AGENDA • STATE OF MOBILE ADVERTISING – INDIA AND SEA • PRESERVING VALUE IN THE MOBILE ECOSYSTEM • ACCOUNTABILITY IN MOBILE AD TECH – 3 CORE ISSUES • BRAND SAFETY • VIEWABILITY • AD FRAUD • DELIVERING ACCOUNTABILITY AS A COLLECTIVE
- 4. INTRODUCING THE SPEAKERS SRIYANSA DASH Product Head - User Acquisition sriyansa @sriyansadash VASUTA AGARWAL VP & GM, India vasutaagarwal @vasutaagarwal
- 5. GLOBAL MOBILE AD SPEND IS GROWING $223.74 $254.92 $291.52 $330.49 $360.23 2017 2018 2019 2020 2021 Digital Ad Spending Globally (in billions) Source: eMarketer $141.00 $168.25 $201.15 $244.56 $277.00 2017 2018 2019 2020 2021 Mobile Ad Spending Globally (in billions)
- 6. $1.21 $1.53 $1.96 $2.42 $2.80 2017 2018 2019 2020 2021 Digital Ad Spending in India (in billions) INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE GROWTH Source: eMarketer $0.46 $0.80 $1.13 $1.44 $1.73 2017 2018 2019 2020 2021 Mobile Ad Spending in India (in billions)
- 7. INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE GROWTH Source: eMarketer $1.72 $2.07 $2.41 $2.70 $2.94 2016 2017 2018 2019 2020 Digital Ad Spending in SEA (in billions) $0.45 $0.79 $1.25 $1.57 $1.76 2016 2017 2018 2019 2020 Mobile Ad Spending in SEA (in billions)
- 8. BUT ALL IS NOT WELL.... IS THE TOTAL ESTIMATED LOSS DUE TO MOBILE AD FRAUD ACROSS THE GLOBE* $16.4 BN OF ALL AD SPEND IN INDIA IS SUSPICIOUS AND IS BORNE BY ADVERTISERS AND NETWORKS** 10% Source: *Business Insider, **Exchange4Media, Marketing Interactive SOUTHEAST ASIA MARKETS AMONG MOST SUSCEPTIBLE TO FRAUD ON iOS AND ANDROID GLOBALLY 2
- 9. 3 STEPS TO ACCOUNTABILITY What media are advertisers buying? Is a human viewing the ad? How can campaign safety be measured?
- 10. WHAT ARE THE CORE ISSUES? BRAND SAFETY VIEWABILITY FRAUD
- 11. WHAT IS BRAND SAFETY?
- 12. DEFINING BRAND SAFETY OBJECTIVE DEFINITION SUBJECTIVE DEFINITION Adult content or hate-sites • Industry-endorsed lists • General Consensus on such sites • Should be avoided at all costs Source: IAB Brand-specific criteria • Direct conflict with brand objective • E.g. Airline ads near article about flight delays • E.g. Cruise ad near article on ship accident 21
- 13. BRAND UNSAFE ADS Source: IAS
- 15. HOW IS VIEWABILITY DEFINED? Source: IAB, Image Source: namomedia
- 16. 1 2 3 4 5 6 REASONS WHY AN AD MIGHT NOT BE VIEWABLE Ads loading slower than real estate User clicks before ad loads Ads appearing ”below the fold” Ads lost in ad clutter Invisible advertising space Ad blocking that prevents loading
- 17. INDUSTRY CHALLENGES SPEED OF ADOPTION GLOBAL STANDARDS Rapid growth of mobile ad spend Over the last couple of years, digital ad spend has shifted to mobile faster than the measurement technology could keep up to protect that investment. Source: IAB Lack of global standards & independent measurement With multiple ecosystem players understanding, defining and reporting viewability differently, until recently, there was no single standard to know the effectiveness of their campaigns. LEGACY EFFECT The legacy of desktop- based ads Most ad experiences continue to be built for a browser-based desktop environment and do not adapt well to the requirements and capabilities of mobile devices. 21 3
- 18. THE MOAT VIEWABILITY SCORE Source: MOAT SCREEN REAL ESTATE The more pixels an ad takes up on the screen, the fewer elements it is competing with for a viewer’s attention. 50% ON-SCREEN TIME 50% On-Screen Time quantifies the opportunity for a user to actually see the ad in motion. AUDIBLE TIME Audibility is another indicator of audience attention and the quality of that attention. AVERAGE AD LENGTH The ad length (in seconds) of the creative, as a weighted average by impression volume
- 19. WHAT IS AD FRAUD?
- 20. ADVERTISERS OR NETWORKS ARE SUSCEPTIBLE TO FRAUD IN TWO WAYS 1 Fraud where the traffic is invalid or the clicks, installs and users are all non-existent 2 Misattribution where installs are valid but credit is stolen from clean networks 20
- 21. TYPES OF MOBILE AD FRAUD 1 2 3 4 5 Automated Traffic Unauthorized Re-brokering Click Spamming Ad Stacking Click Sniping
- 22. CLICK SPAMMING Image Source: Kochava Humans, bots or scripts are deployed by fraudsters to either deliver (fake) impressions, clicks or installs at scale or imitate users’ app-install behavior.
- 23. CLICK SPAMMING Image Source: YouTube
- 24. CTA AD STACKING CTA CTA CTA • VISIBLE AD • REAL CLICK • STACKED AD • FRAUD CLICK • STACKED AD • FRAUD CLICK CTA CTA CTA What users see What is actually happening What happens when user clicks
- 25. CLICK SNIPING CTA User clicks on ad User installs the app on phone Fraudulent players inject clicks INSTALLED APP
- 26. PRESERVING VALUE IN THE MOBILE ECOSYSTEM AS A COLLECTIVE AD NETWORKS ADVERTISERS PUBLISHERS A collaborative effort is needed to tame the dark side of mobile advertising MEASUREMENT PLATFORMS
- 27. PRESERVING VALUE IN THE MOBILE ECOSYSTEM AS A COLLECTIVE How can advertisers lead the anti-fraud crusade? METRICS THAT MATTER INVEST WISELY DEFINE STANDARDS ADVERTISERS DEMAND TRANSPARENCY
- 28. PRESERVING VALUE IN THE MOBILE ECOSYSTEM AS A COLLECTIVE PUBLISHERS What role can publishers play? BE QUALITY-FIRST CONTENT POLICIES BEHAVIORAL POLICIES
- 29. PRESERVING VALUE IN THE MOBILE ECOSYSTEM AS A COLLECTIVE How can measurement platforms help? MEASUREMENT PLATFORMS GLOBAL ANTI-FRAUD REPOSITORY MTTD vs MTTI DEEP NETWORK INTEGRATIONS CATALYZE TRANSPARENCY
- 30. PUBLISHER QUALITY & CONTROL DIAGNOSTICS AND ANALYSIS WHAT CAN NETWORKS DO? MEASUREMENT & TRANSPARENCY
- 31. Publisher Quality Control Onboarding checks Content Quality Evaluation and ownership verification Brand Safety Blacklist brand unsafe sites Delisting Duplicates Prevent duplicate accounts once blacklisted. Arresting Site Subletting Ad render checks on registered and verified publisher property Checking Request Patterns Monitor for unusually high request volumes.
- 32. Diagnostics & Analysis On-going checks Cryptographic Signatures Cryptographically secured clean impression-to-click-to- install mapping Discarding Automated Traffic Identifying bots and scripts through pattern analysis Velocity Checks Prevent ad fatigue Double-Checks on Data Signals Authenticate using InMobi SDK data signals Studying Suspicious Activity Integrate with leading measurement and attribution platforms
- 33. Measurement & Transparency Third-party checks Audience Verification Nielsen DAR and comScore tags Viewable Inventory IAS and Moat SDK-level integrations Tracking Quality of Installs Extensive partnerships with third-party providers Straining Invalid Traffic Active screening for suspicious patterns
- 34. LEADING MEASUREMENT PLATFORMS Viewability Audience Verification Tracking and Attribution Invalid Traffic Detection
- 36. RESOURCES ON VIEWABILITY AND AD FRAUD Understand ad fraud better. Access our white paper on fraud here The marketer’s guide to mobile viewability. Lear more about delivering viewable ads here