Mobile Fraud in Vietnam | MMA
Release Date: 
December, 2019
Ad Fraud
Education Section: 

Mobile Fraud in Vietnam

  • Mobile Ad Fraud is amongst the top three challenges facing Vietnamese advertisers, who think they are not spending enough to combat the problem compared to the industry average.
  • The main cause is believed to be the lack of disincentives and penalties against the problem, as well as the lack of transparency due to the complex web of middlemen.
  • Vietnamese advertisers believe that they are most vulnerable towards traffic fraud whilst some claim to have been to be able to eliminate ad fraud of such categories.
  • Advertisers are seeking both internal and external solution to tackle the issue. MOAT is currently the most common provider for ad fraud prevention and detection solution.
  • The periodical analysis is a highly in-demand function but is currently underserved.
  • Vietnam advertisers are not satisfied with their current ad fraud solutions. The country’s advertisers support ideas on more industry’s help toward tackling the problem

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.