In-app advertising a lot safer than mobile web, notes study

01 Mar,2019

By A Correspondent


Protected Media, the cybersecurity ad fraud detection, viewability and brand safety solutions provider, announced that in-app advertising had 25 per cent less fraudulent attempts than mobile web advertising in H2 2018. In a study of 40 billion impressions across 10 mobile DSPs and exchanges, Protected Media also found that Smaato, an in-app SSP, had 40 per cent less in-app fraud attempts when compared to its peers. eMarketer forecasts that mobile advertising will make up 43 per cent of the total US ad market by 2020, and ensuring that the industry remains fraud-free is critical to advertiser confidence.


“With the continued rise of in-app advertising, it’s great to see that attempted fraud levels are significantly lower than mobile web. Mobile traffic opens up remarkable opportunities for programmatic buying, but with the opportunities, there are also risks,” said Asaf Greiner, CEO at Protected Media. “Our sophisticated cybersecurity detection methods and savvy technical teams are working hard to create safer advertising marketplaces for the industry.”


“In-app advertising is an important growth channel for advertisers, and this study confirms that it also has less fraud,” said Arndt Groth, President at Smaato. “Our partnerships with fraud detection experts like Protected Media and our internal market quality teams ensure that we consistently and effectively fight fraud. It’s great to also learn that the Smaato platform has less attempted fraud than others in the industry. We are committed to ensuring that in-app advertising on our platform remains fraud-free.”



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