India: Ad Fraud Roadshow Series 2019 | Mobile Marketing Association

April 25, 2019

Introduction

Ad fraud is the biggest marketing issue brands face these days & their obvious doubt would be ‘am I paying for ad fraud bots?’

According to recent reports, advertisers have suffered losses up to $16.4 billion in 2017 hence making it difficult for them to trust mobile advertising. The MMA has decided to combat ad fraud by uniting key stakeholders of the industry (advertisers, publishers, agencies) to educate the audience & talk about a common method to eradicate ad fraud or lessen the impact it has on all parties.

WHAT TO EXPECT: ACT on Ad Fraud Series

Help marketers Assess and self-diagnose and understand their exposure to fraud

  • What is the state of Fraud in the region?
    • Overall keynote with projections about the size of Fraud and where its heading
  • Main categories of Fraud
    • Traffic, Misrepresentation and Attribution Fraud. Experts will shed light on these 3 streams & discuss how to diagnose the same
  • Fraud and the mobile ecosystem
    • Programmatic vs Ad Network vs Publisher Direct. What are the challenges in each type of buying?
    • Static vs Video vs Native etc. What are the challenges in each ad type?

Help them Combat fraud by providing education regarding the various types of fraud and the solutions available

  • Marketer perspectives and case studies
  • Technical overview of solutions

Help marketers Track the impact of their efforts

  • Staying on top of fraud:
    • How to tackle fraud and work together with agency and verification partners
    • The future of Fraud: Technical innovations in terms of new ad fraud types, what to look for and where fraud is heading.

ROADSHOW DATES

Driving Accountability in Mobile Advertising
Mumbai: 25 April

With several key challenges - brand safety, viewability, ad fraud, inconsistent measurement - plaguing mobile advertising, how can we drive accountability in the ecosystem? How can new measurement and attribution models enhance ROI for brands?

Session I
Title: Driving Accountability in Mobile Advertising
Key Questions: With several key challenges - brand safety, viewability, ad fraud, inconsistent measurement - plaguing mobile advertising, how can we drive accountability in the ecosystem? Is it an individual or collective responsibility?

*Fireside Chat*:Who is ultimately responsible for ad fraud? Agencies, Social media behemoths or someone else? Where does the buck stop? under Mumbai

Session II
Title: Mobile: the next frontier of attribution for marketers
Key Questions: Is mobile ripe for multi-touch attribution? How can it enable incrementality which is devoid of ad fraud? 

Venue: ITC Maratha
Sahar Rd, Opposite Chhatrapati Shivaji Airport
Ashok Nagar
Andheri East, Mumbai
Maharashtra 400099

Brand Safety in Ad Marketing
Delhi: 13 March

Performance & Brand Marketing despite its assuring RoI can impact the safety of the brand in several ways. The roadshow discusses how marketers can strengthen Brand Safety and continue to leverage the best of Ad Marketing.

Panel Topic: Why Brand Safety should be the agenda of CXOs of an organisation collectively? Brand Safety impacts every function of an organisation and not just marketing. Who among CXOs should be responsible for Brand Safety and is there a need to have a Brand Safety policy in organisations?

Session I
Title: Weak Brand Safety and Reputation Crisis
Key Questions: How not addressing Brand Safety can incur huge costs and lead to brand crisis?
Session II
Title: Performance Marketing & Brand Management
Key Questions: How performance marketing is better equipped to create Brand Safety?

Venue: Leela Kempinski Gurugram
National Highway 8, Ambience Island
DLF Phase 3, Sector 24
Gurugram
Haryana 122002

Performance App Marketing
Bangalore: 27 March

The best way to reach high - interest customers continues to be performance marketing as it directly targets the interest groups and communities visited by potential customers. The roadshow discusses nuances of app based performance marketing.

Panel Topic: How to leverage the best of performance marketing for app platforms? What are the emerging ad fraud challenges and how marketers can overcome these?

Session I
Title: Decoding Performance Marketing 
Key Questions: Ad Fraud challenges faced in performance marketing campaigns & how are marketers overcoming them?
Session II
Title: Changing Fraud Detection Landscape
Key Questions: What are the emerging trends in fraud detection? How do we future proof marketers.

Venue: Kstart Respace
2nd Floor, Ascendas Park Square Mall
ITPB Main Road
Whitefield, Bengaluru
Karnataka 560066

Who Should Attend?

Performance Marketers
Brand Marketers
Agencies
Consultants

AGENDA

Time Activity
1:30 PM – 2:00 PM Registration
2:00 PM – 4:00 PM Panel Session 1
4:00 PM - 4:15 PM Tea/Coffee Break
4:15 PM - 4:30 PM Keynote
4:30 PM - 5:30 PM Panel Session 2
5:30 PM – 6:00 PM Networking with Tea/Coffee 

 

Mumbai Speakers

    Fireside Chat Moderator:
Anchor and Editor
ET Now
 
“MMA is doing a great job by taking initiative in the area of Brand safety. It is of epitome importance that all stakeholders take notice of this for the sake of monitoring and securing brands digital investments. We need more of these sessions to continue to educate and empower all stakeholders in digital”
Head, Digital Trading
GroupM India
 
Head - Digital & Content Marketing
HDFC Bank
  "MMA is a great forum to discuss and give voice to important mobile industry opportunities and issues. Personally, I had enjoyed being a part of the MMA AdFraud roadshow that happened in Mumbai recently as it gave me an opportunity to meet industry peers and discuss critical issues that are holding our digital industry from exponentially growing. I am convinced that MMA is one of the best platforms in India as well as globally where all industries can come together to take mobile marketing to its rightful place in near future"
Group Alliances & Advertising
Jio
“MMA is a good platform where all stake holders of the ecosystem – Publishers, Advertisers, Intermediaries, Service Providers etc. - come together. It’s a good forum to interact, collaborate, learn and understand from each other. I am sure, this would go a long way in healthy growth for the industry. I wish you all the best for your future events.”
Senior Vice President - Marketing
Edelweiss Financial Services
 
Business Head Digital
Sony Pictures Networks India
 
Director – Risk Advisory
Deloitte
   
Director – Digital
Nielsen South Asia
   

Bangalore Speakers

  KEYNOTE:
Associate Director
Flipkart
 
Associate Director - Growth, Head Performance Marketing & Visual Merchandising
Myntra-Jabong
Head Performance Marketing
Cleartrip
Group Head, Insights & Partnerships
Google India
Director – Digital Trading
GroupM
Partner at Kstart
VP - Digital
Exide Life Insurance
     

Delhi Speakers

  KEYNOTE:
Director Digital Marketing
Flipkart
 
Managing Director, India
Essence
Journalist
Head of Digital
Uber India SA
Chief Marketing and Digital Officer
DHFL Pramerica Life Insurance Co. Ltd.
Head Performance Marketing
Cleartrip
AVP, Online Marketing and CRM Head
OYO Hotels and Homes
Growth & Marketing Head, TOI
Times Internet
 
Vice President
BARC India

Subject Matter Experts

CTO & Founder
mFilterIt
VP - Product Management
InMobi
Chief Data & Platforms Officer
Affle
CTO - Enterprise Platforms
InMobi
Country Manager - South Asia & MEA
Mobvista
 

Participating Partners

 
 

PR Partner