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.
Help marketers Assess and self-diagnose and understand their exposure to fraud
Help them Combat fraud by providing education regarding the various types of fraud and the solutions available
Help marketers Track the impact of their efforts
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
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
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
Performance Marketers
Brand Marketers
Agencies
Consultants
| 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 |
| Fireside Chat Moderator: | > | |||
| “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” |  Sr. Vice President and Head of Digital Acquisition/Website/Content & Social Media 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" | ||
| “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.” | ||||
| KEYNOTE: | ||
 Associate Director - Growth, Head Performance Marketing & Visual Merchandising Myntra-Jabong  | ||
| KEYNOTE: | ||
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