MMA to address ad fraud issue via roadshows (+MxM View)

12 Mar,2019

By A Correspondent

 

The Mobile Marketing Association (MMA) in India, has announced the launch of three-city roadshow series on ad fraud across New Delhi, Bengaluru and Mumbai. Beginning with the first roadshow on March 13 in Delhi, the series will then move to Bengaluru on March 27 and conclude on April 18 in Mumbai.

 

Said Moneka Khurana, Country Head, MMA India: “As per the MMA India Ad Fraud Survey conducted, the top two challenges faced by marketers in mobile advertising are mobile ad fraud and brand safety. MMA is enabling marketers with the required knowhow and expertise through the roadshows to learn about brand safety and Assess, Combat and Track Ad Fraud which is slated to rise by 40 per cent in 2019 and is continuously leading to huge losses in marketing dollars spent.”

 

As a part of the Brand Safety Council at MMA India, Partho Dasgupta, CEO BARC, said: “Ad fraud is a battlefield. MMA’s roadshow brings together all stakeholders of the business who will discuss the nuances of app-based performance marketing while highlighting the changing fraud detection landscape of India. Such a platform benefits everyone.”

 

Added Vikas Agnihotri, Country Director – Sales, Google India, MMA India Brand Safety Council member: “In order for the free web to work, it needs to be a safe and effective place to learn, create and advertise. That’s why for several years, we’ve invested in technology, policies and talent to help fight issues like ad fraud, malware and content scammers. It is important for us to come together and work towards ensuring safeguards across the marketing ecosystem.”

 

MxM View: While the platforms (Google, Facebook & Co) will obviously patronise practices to cleanse the system, it’s critical for advertisers (and marketers) to also agree to the rules of the game. Will they? And if they err, will the platforms expose their big-spending benefactors?

 

 

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