App fraud weighs on mobile marketers
- Research from Apsalar finds that global app installation and transaction fraud is an issue for mobile marketers.
- Countries ranking highest in click fraud are mostly found in the Mid- and Far East with Hong Kong leading the way.
- Separate research on digital ad fraud overall predicts marketers will lose $6 billion this year.
Mobile app attribution and data management company, Apsalar, recently conducted research looking at 10 billion in-app clicks and more than 200 million in-app virtual goods transaction between January and May of this year. The results of this research was fraudulent click-to-install rate was 2.57, with the metric meaning that for every legitimate click there were almost three clicks that were unexplained. The in-app transaction fraud rate was an alarming 7.49.
Apsalar broke its results into countries, and the U.S. stayed out of the top ten offenders for both lists. For click-in-install, the countries with the worst results were all in the Asia Pacific region topped with Hong Kong, India and Indonesia as the top three. In-app purchase fraud was led by China and followed by Taiwan and Saudi Arabia.
Previous Marketing Dive reporting found that digital fraud overall should be a concern for marketers with ad fraud this year expected to cost advertisers $6 billion according to the Association of National Advertisers. There are companies, such as startup AdYapper, rushing in to meet this marketing challenge.
- eMarketer The Rising Tide of In-App Fraud
- Marketing Dive Fraud might cost digital advertisers $6 billion in 2015
- Marketing Dive AdYapper aims to improve digital ad performance with new funding