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11-12 MM Ad Fraud Adjust Header

Mobile Monday: Ad Fraud in Asia & New Benchmarks

Posted Nov 12, 2018

Mobile measurement and ad fraud prevention is kind of Adjust’s thing, so it’s important news when they release new standards. This week they published their Global Benchmarks 2.0 report. It’s also timely, as TrafficGuard and Juniper Research also this week released their latest study on fraud across Asia. Time to take a look this Mobile Monday!

APAC Ad FraudAd Fraud in Asia-Pacific
Advertising fraud in APAC is estimated to cost advertisers about $56 billion by 2022, according to the latest research from TrafficGuard and Juniper Research.

In the report, TrafficGuard recommends working with multiple fraud prevention measures, such as actively blocking invalid traffic (blacklisting), working with partners with a history of tackling fraud, and reporting any discovered fraud to everyone up the ad serving chain.

If you’ve been following our own efforts to combat fraud, none of those prevention methods should come as a surprise to you; as we’ve said before, there is no magic bullet.

Adjust’s Latest Benchmarks
Speaking of companies who are tackling fraud hands-on, Coalition Against Ad Fraud founding member Adjust has stats and benchmarks in its latest report!

According to those benchmarks, 89 percent of users never return to an app after just one week. In industry parlance, we call that a D7 Retention rate of just 11%!

The report goes beyond that though, and slices and dices the data in a myriad of ways, making it valuable not just for app install marketers, but monetizing publishers, ad networks, mediators, and beyond. For example, Android is more likely to have fraudulent traffic than iOS, and iOS retained users better, too.

Adjust Ad Fraud


“All mobile marketers want to improve their apps’ performance, but finding the right data to inform marketing decisions can be a time-consuming and costly process,” said Christian Henschel, CEO of Adjust, in a statement.

“Adjust’s Global Benchmarks 2.0 provides the insights needed to make smart, data-driven decisions, and after receiving great feedback from the industry on the launch, we’re very pleased to share expanded metrics and fresh new data with this second version.”

About AdColony Mobile Mondays
Mobile Monday examines the latest news, trends, and developments in mobile apps, tech, and advertising. Do you have a story to share for the next Mobile Monday? Tweet it to @AdColony. For the latest AdColony mobile news and updates, follow @AdColony on Twitter, like us on Facebook, or connect on Linkedin.

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