Tackling Mobile Ad Fraud | MMA
Release Date: 
September, 2019
Education Section: 

Tackling Mobile Ad Fraud

Our latest MMA report – ‘Tackling Mobile Ad Fraud’ is a whitepaper on mobile ad fraud, from the perspective of the industry experts within the EMEA region.

As the underlying technology advances, the methods employed by fraudsters get more sophisticated. This EMEA mobile ad fraud whitepaper provides an up-to-date overview of mobile ad fraud and outlines ways of tackling of fraudulent activities in the mobile advertising ecosystem, in order to promote greater transparency and effectiveness across mobile advertising.

Summary findings from a recent survey undertaken by the MMA EMEA on the State of Mobile Fraud (July 2019), found the following:

1.Mobile ad fraud is an increasing threat that ranks amongst the top 5 mobile challenges for marketers in EMEA

2.Marketers tend to believe that they are doing better than the industry average, although many are still confused on the actual status of mobile fraud

3.When it comes to specific fraud methods, data fraud (including location data), ad stacking and cookie stuffing are seen as the most dangerous

4.There is no silver bullet for ad fraud, so marketers must rely on various measures to address it - most important being “increased transparency”

Not an MMA Member? Please fill out the form below to find how you can get access to this document and to learn more about other useful resources.

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.