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TargetSummit Moscow 2016 | Fighting Ads Fraud in the Mobile Apps, David Mail
1. D a v i d M a i l , V P R & D
I n n e r a c t i v e
M a r c h 2 0 1 6
Fighting Ads Fraud in Mobile
Apps
2. Inneractive is a global independent
mobile ad exchange focused on powering
native and video ads
3. Where We Are in the Value Chain
AD
NETWORKS
DSP
PUBLISHER
S
ADVERTISER
S
AGENCIES
SSP
AD
EXCHANGE
4. Inneractive at a Glance
pivoted to ssp
NYC LONDON
TEL AVIVSF
OUR
OFFICES
2010
founded
2007
R&D and
product
37enthusiastic
employees
80 out of
which
66%
34%
120Demand Partners
Part of RNTS Media group
along with Fyber, DE
BIJIENG
Up to
iOS & Android SDKs
virtual servers in AWS
300
Transactions a day
8B
Over
Java, Scala & AKKA @
server side
Native and video support
Mobile web & Story units
5. The raise of Programmatic Spend
US Programmatic Digital Display Ad Spending 2013-2016
Billions, % change and % of total digital display ad spending
45.0%
47.9%
55.0%
$14.88
137.1%
108.7%
37.2%
63.0%
2013 2014 2015 2016
$20.41
Programmatic Digital Display Ad Spending % change % of total digital display spending
Source: US Programmatic Ad Spend Tops $10 Billion This Year, to Double by 2016, October 2014, eMarketer
24.0%
6. US Digital Ads Spend: Desktop vs. Mobile
2019
Source: Mobile Will Account For 72% of US Digital Ad Spend by 2019, eMarketer 2015
$25.35
$65.87
2013 2014 2015 2016 2017 2018
Desktop Mobile
$32.44
$10.67
$31.58
$19.15
$29.89
$28.72
$26.59
$40.50
$24.96
$49.81
$25.17
$57.78
US Digital Ad Spending, by Device, 2013-2019
billions
7. Video Is Growing
Source: AdColony Survey H2-2015
Top 5 Campaign Trends
App install budget continue to increase driven by growth in mobile video & global campaigns
1H ‘15 2H ‘15
Increase Spend Testing New Channels More Video More Geos Partner Consolidation
Partner Consolidation
More Geos
More Video
Testing New Channels
Increase Spend
+24 pts
+15 pts
+9 pts
+9 pts
+7 pts
Trend
72%
81%
63%
78%
52%
76%
59%
68%
61%
68%
8. Programmatic, Native & In-Feed Video
Source: AdColony Survey H2-2015
Emerging Mobile App Install Channels
Native, playable & programmatic ads emerge and grow while in-feed video continues to grow
86%
81%
53%
49%
24%
2H ‘15
Playable Ads
Programmatic
Native Ads
In-Feed Video
9. Apps Installs Trends
Source: AdColony Survey H2-2015
App Install Sources over Time
Video. Display, and interstitials lead the way as native ads and programmatic emerge
10. Ads Fraud and Malvertising Problem
Invalid Traffic – estimated cost impact $4.6B (56%)
Costs to advertisers $4.4B (72% Desktop + 28% Mobile)
Costs to fight $169M
Malvertising – est. $1.1B (13%)
Lost revenue from malware related adblocking - $781M
Cost from direct incidents - $204M
Cost for blacklisting - $57M
Cost to fight - $17M
Infringed content – est. $2.6B (31%)
TOTAL: $8.2B industry-wide lost
Costs summary by type
Incurred costs – est. $4.8B
Lost revenue opportunities costs - $3.4B
Source: IAB US benchmarking study “What is an untrustworthy supply chain costing the US digital advertising industry?”, November 2015
Invalid
Traffic
Types of
corruption
Malvertising+
Infringed contents
11. Invalid Traffic
Invisible or Hidden ads
Ad bots & ads malware
“Fake” mobile web sites
Traffic duplication & traffic re-selling
AppNexus filters out 65% of the requests due to fraud
Source: IAB US benchmarking study “What is an untrustworthy supply chain costing the US digital advertising
industry?”, November 2015
12. Academ Media Case Study
“Sentrant has claimed to have identified more than 200 apps in the Google Play store that, after being installed on a mobile
device, loaded “invisible” ads in the background. Its researchers estimated that these rogue apps generated at least
$250,000 in advertising revenues each day — from companies paying for views — even though the ad placements could
not actually be seen by people” (Financial Times)
"In reaction to our communication with Google,
all apps have been removed from the Play
Store. But apps already installed on user
devices would not be affected as users would
need to uninstall the apps themselves," Hadi
Shiravi, the co-founder of Sentrant Security, told
IBTimes UK.
13. PLYMedia Case Study
“One fraudulent ad-unit shows so many
ads that in 25-minutes I tracked:
5359 HTTP calls. Yes, five thousand
three hundred and fifty nine individual
HTTP calls.
70.19 MB of traffic. SEVENTY
MEGABYTES. Thankfully I loaded this
on my laptop as this one single ad unit
would have used 7% of my monthly cell
phone data allowance!”
(Mike Nolet on LinkedIn)
Notice the page URLs that are being passed into
Liverail (Facebook) and Adaptv (AOL): weather.com,
wayfair.com, usmagazine.com, sbnation.com ... this is
one ad-unit bought on an exchange on one website
and it's being repackaged many times over into a
variety of premium domains.
14. Google / YouTube Case Study
“YouTube did not count many of
the "fake views" they directed at
their own videos. But it still
charged the researchers for
many of them” (bbc.com)
15. $8.2B losses? … and it is getting worst
90%
10%
2014
Open Ex Private Marketplace
70%
30%
2016
Open Ex Private Marketplace
Mobile programmatic grew by 300% in 2014
2.92
5.62 6.52 6.26
1.33
4.44
8.36
14.15
0
2
4
6
8
10
12
14
2013 2014 2015 2016
US Programmatic Digital Display
Ad Spending (in $ billions)
Desktop/Laptop Mobile
16. [Video] Viewability vs. Fraud
“After two years of industry focus on
improving the “viewability” rate of
digital ads, with the IAB advocating
last year for 70% averages for
campaigns, and the 4A’s insisting
100% should be the standard, the
actual rate was only 46%, effectively
unmoved from the year prior.”
(adotas.com)
Source: VIANT Video Insights Report 2015
22. The Industry’ Response
Private Market Places (PMP)
Investment in Anti-fraud and Anti-malvertising /
Ad-Quality tools
Improving the entire chain transparency
Standardization (IAB, Trustworthy Accountability
Group - TAG) & building trustworthy relations
23. I am not a Fraud! Why no ads for me?
Why my legitimate mobile inventory remains unsold?
Sophisticated buyers who are willing to pay top $$ buy audiences / segments,
not “inventory” neither the “ad slots”
The publisher must supply enough information about “impression opportunity”
A good SSP / Exchange might and should create even more value for the
buyers adding extra information to the “impression opportunity”
Major parameters
Application: App id, App name, Store link, Bundle
Device: [hashed] IDFA / AAID, User Agent, OS, Model
Location: GPS (best) or WiFi
User info / Audience segment
Use the advertising SDK from a legitimate partner!
Helps you to pass all the required parameters in the correct way
Does most of the work for you
Optimizes User’s Experience for your customers
Maintained and updated for you when OS updates come
Introduce innovative Ad Units you can use
Good SDK maximizes your advertising revenues – simple like that
Visible trend of in-feed video & native ads efficiency for the app installs. Top dollars shifting there.
As a Mobile Exchange Inneractive mostly faces the first two issues.
The world goes more and more programmatic. Programmatic advertising is better for the publishers yield optimization but it leaves a lot of room for fraud since things change dynamically in the real time.