India: Ad Fraud Roadshow Series 2019

India: Ad Fraud Roadshow Series 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

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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

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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

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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: Sonali Krishna 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” Deepak Tahiliani Head Digital Media Buying & Partnerships GroupM India	Jahid Ahmed 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" Mohit Kapoor 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.” Rahul Sethi Senior Vice President - Marketing Edelweiss Financial Services	Uday Sodhi Business Head Digital Sony Pictures Networks India	Gaurav Khera Director – Risk Advisory Deloitte
	Vishal Kamath Director – Digital Nielsen South Asia

Bangalore Speakers

	KEYNOTE: Venkatesh Kamath Associate Director Flipkart
Aparna Narayan Leon Associate Director - Growth, Head Performance Marketing & Visual Merchandising Myntra-Jabong	Chetan Sharma Head Performance Marketing Cleartrip	Kaushik Dasgupta Group Head, Insights & Partnerships Google India
Karthik Shankar Head of Digital Trading GroupM	Revant Bhate Partner at Kstart	Umesh Gholap VP - Digital Exide Life Insurance

Delhi Speakers

	KEYNOTE: Rahul Pandey Director Digital Marketing Flipkart
Anand Chakravarthy Chief Growth and Transformation Officer Omnicom Media Group India	Anant Rangaswami Journalist	Ankit Agarwal Head of Digital Uber India SA
Anshuman Verma Chief Marketing and Digital Officer DHFL Pramerica Life Insurance Co. Ltd.	Chetan Sharma Head Performance Marketing Cleartrip	Pranav Agarwal AVP, Online Marketing and CRM Head OYO Hotels and Homes
Sahil Deswal Growth & Marketing Head, TOI Times Internet		Vivek Mishra Vice President BARC India

Subject Matter Experts

Dhiraj Gupta CTO & Founder mFilterIt	Sriyansa Dash VP - Product Management InMobi	Vipul Kedia Chief Data & Platforms Officer Affle
Rohit Chatter CTO - Enterprise Platforms InMobi	Neeraj Mohan Sharma Country Manager - South Asia & MEA Mobvista