Reports & Case-Studies

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What Went Wrong with Digital Advertising in India FY20

Digital advertising is growing at a CAGR of 35% in India. With over 21800 Cr INR spend in FY 19, the total digital spending is estimated to reach whooping 25000 Cr INR in India by FY22.

 

Brand safety is a critical component of digital campaigns for advertisers. Poor brand alignment does severely impact brand equity and can lead to reputational, financial and regulatory risks.

 

We have articulated a risk model for advertisers in-order to enable a risk evaluation with every kind of the digital campaigns and illustrated examples. 

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Demystifying CPS Campaigns for Ad Fraud - Case Study 

The CPS (Cost Per Sale) model is usually considered the most beneficial from the point of view of accelerating sales. However, this doesn’t mean that advertisers are protected from potential fraud. The rates for generated sales offered in this model are often very high, and this can be a very motivating factor for fraudster.

 

Until now the industry had a myopic view on Ad Fraud, viewing it as mainly an issue for the advertisers. But it affects more than just app developers and advertisers — ad fraud breaches the trust between networks, publishers and advertisers, damaging the reputation of the whole industry.

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Right Measurement for Ad Fraud Detection

Ad fraud is an existential risk to the ad industry, and therefore the industry as a whole still has a lot of development to do in terms of understanding the acceptance and replication of ad fraud principles across various channels and businesses.

Marketers need to stay well informed and updated with the latest technologies, methodologies, and techniques that evolve in the digital marketing and advertising arena. They should know how to detect ad fraud and prevent real-time.

Digital Marketer's Best Kept Secret : Ad Fraud

To make digital campaigns successful, marketers need to ensure their ad spend is being employed to reach real individuals. Whether we like it or not, it’s an indubitable fact that ad fraud does exist in the digital ecosystem, and not all campaigns are being seen by humans.

 

There is always somebody who thinks he's smarter than the others who want to extract an additional buck or two without breaking a sweat because of some elaborate sleight of hand shenanigans.

 

Ad Fraud plagues each and every small or big advertiser around the globe. The estimated global losses are nearing $40 Bn with 3000 Cr being lost in India. Ad Fraud is considered as 2nd largest organized crime of the world after drug trafficking.

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