Over the last few years, advertisers have realised the massive potential that digital has to offer and therefore digital advertising has been on a rise. The onset of the pandemic has further prompted companies to migrate from traditional media to digital platforms for advertisements. According to the EY-FICCI report, digital advertising is estimated to increase by 22% to reach Rs 2.3 lakh crore by the end of 2021 in India. With the rise in digital ad spends, there has been a parallel rise of ad fraud which not only adversely impacts the advertisers’ pocket, but online publishers also see a loss in revenue.
Financial Express Online- the business news site from the house of The Indian Express Online Media brings stakeholders from across the advertising, media and entertainment sector under one roof to discuss and deliberate on how to tackle fraud in the space of online advertising.
ALSO READ: AdFraud Insiders Summit Day-1 Highlights: ‘Threat of fraud will always be there on digital platforms’
The first day of the AdFraud Insiders Summit 2021 saw stakeholders deliberate on various topics ranging from advertising versus effective advertising, to why streaming platforms are emerging as a popular choice among advertisers, and what platform owners, advertisers and agencies need to do to solve the issue of growing bots. “There are apps out there that are designed simply to enable piracy. From an advertising perspective, this remains a huge concern today,” Karan Bedi, CEO, MX Player, said.
Meanwhile, leaders also discussed the need for human intervention in preventing ad fraud. “Essentially, fraud is an unimaginable number and secondly, there is no fixed solution also. Even at the organic level, there is a possibility of bad actors coming in. There has to be a combination of technology, process and manual intervention to tackle these,” Amit Relan, co-founder, mFilterIt, stated. Experts also pointed out that advertisers need to look beyond low cost of advertising per click and focus on quality leads.
Day two of the AdFraud Insiders Summit will see names such as Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC, Puneet Singhvi, president, digital and corporate strategy, Network18 Media and Investments Ltd., Tarun Katial, investor and founder in Media Tech and Edu Tech, Moneka Khurana, country head – India, MMA, among other names.
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Join us for an insightful session on Day-2 of AdFraud Insiders Summit 2021
Join us for an insightful session on Day-2 of AdFraud Insiders Summit 2021
“We are investing in tools and technologies for publishers and advertisers to leverage first party data solutions and infrastructure. As for marketers lacking in first-party data, they should look for opportunities to create a fair value exchange with customers,” Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC.
“Users' expectations are platform agnostic. Openness, industry collaboration will deliver the best results for both users and the industry as a whole,” Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC.
“In 2020, Google blocked or removed 3.1 billion bad ads from our ads ecosystem. This is up from nearly 130 million bad ads blocked in 2011. We are seeing increasing amounts of fraud attempts every year,” Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC, said at the AdFraud Insiders Summit 2021.
“There is a need for a common measurement tool for organisational benchmarks to evolve. It will also allow for credibility and thereby spends will start moving up,” Gopa Menon, COO, Isobar, said.
“Consumers buying from e-commerce marketplaces versus your own website are completely different set of consumers and have to be targetted separately. Those buying from e-commerce marketplaces are mostly deal hunters,” Ajay Dhyani, head marketing and e-commerce, Timex Group.
“There is a large digital transformation happening in a lot of organisations. Digital, CRM and e-commerce has to be integrated and form the core of any large consumer brand today,” Amrita Asrani, global brand marketing director- fabric care, Reckitt.
“A lot of marketers have been forced to move to digital owing to the pandemic. To expect a single currency or ground rules for something so nascent might be unrealistic at this stage. As an organisation, it is important to understand what stage you are in, and what are you trying to achieve,” Smita Murarka, vice president, marketing and ecommerce, Duroflex.
“What do breaks do to a car? One must think they help you stop, I say they help you speed. That is what security is for digitalisation,” Mansi Thapar, IT leader, Global Head Infosec, Jaquar Group, said at the AdFraud Insiders Summit 2021
“The marketing and cybersecurity teams have to work hand in hand and build a mechanism which will be a holistic view to secure the brand,” Unique Kumar, group CISO, CK Birla Group, said at the AdFraud Insiders Summit 2021
“For organisations with budgets, relevant tools should be put in place for brand safety initially, which even their agency should be using. It should be considered as a hygiene product,” Amit Purohit, VP and head - Digital Business, Aditya Birla Sunlife Asset Management Company Ltd.
“Brand infringement is also about infringing the creativity of a person. Brand security and cybersecurity have a very close intersection, therefore, it should be an amalgamation of both the CMO and the CIO function to prevent infringement,” Mini Sharma, Global CISO, Secure Meters.
“Brand infringement is now becoming equally important, where a lot of scams are coming out where there are fake websites, domains, fake ads and false communications,” Dhiraj Gupta, CTO, mFilterIt, said at the AdFraud Insiders Summit 2021.
“As digitisation improves, we will move towards a meaningful value exchange. With the adoption of blockchain, the lines between advertisers, publishers and other players will blur. It is a multi sided ecosystem,” Gowthaman Ragothaman, CEO, Aqilliz.
“Digital medium came into being on the back of personalisation and addressability. The scrutiny is therefore higher on the platform,” Gowthaman Ragothaman, CEO, Aqilliz.
According to Gowthaman Ragothaman, CEO, Aqilliz, anything that impersonates an impression is a fraud and real fraud can never be measured. “The emerging market is the mobile market. Hence, mobile-led fraud numbers are higher.”
“The mobile experience for the first time is a personalised content consumption experience, which a television screen doesn’t offer,” Chanpreet Arora, business head - AVoD, Viacom18 Digital Ventures.
“Multi-device consumption is going to grow massively in India. In terms of premium inventory, 56% of all impressions are served on connected TVs in the US. The scrutiny on accountability will be higher than ever before in the coming years,” Dolly Jha, country head, Nielsen Media India.
“Whether we like it or not, fraudsters will follow money. Hence, as more and more connected TVs make money, frauds follow,” Anand Chakravarthy, marketing and digital media specialist, said at the AdFraud Insiders Summit 2021.
“The industry needs to come together to craft a mandate for a comprehensive, comparable, and uniform content measurement across devices,” Dolly Jha, country head, Nielsen Media India.
“Unlike the mobile, the television ecosystem is built on different platforms. That is where you can't add standard ad servers and therefore the ability to serve ads on every TV device ecosystem is questionable,” Tarun Katial, investor and founder in Media Tech and Edu Tech.
"A well designed MarTech model will allow a single view of customers, automate the entire customer journey, enable personalisation and real time decisions, customer journey mapping, among others," Moneka Khurana, country head - India, MMA.
“40% of the organisations are at a nascent stage in the MarTech capabilities while 30% are at an emerging level. 87% expect their MarTech spends to increase in the next five years,” Moneka Khurana, country head - India, MMA, said.
“Be it large, small, or medium organisations, all of them are clearly looking at rampantly increasing their investments in MarTech. Ease of use, ease to integrate it with other stacks, easy customisation, are some of the reasons why organisations are looking to invest heavily in MarTech,” Moneka Khurana, country head - India, MMA, said.
“There is a lot of content pilferage happening. Advertisers need to choose brand safe platforms and the right environment to advertise in. As for trusted publishers, there is a need to create awareness,” Sanjay Sindhwani, CEO, IE Online Media, said.
“Value creation and value protection are the key areas for publishers. We need to segment our inventory based on the audience behaviour,” Bharat Gupta, CEO, Jagran New Media.
“A lot of consumers find advertisements on publishers' websites irritating. Therefore, if my ad becomes more targetted, there is a possibility of connecting with consumers effectively. Ads should fit the demographics and profile of the consumers,” Sanjay Sindhwani, CEO, IE Online Media, said.
“As recognised publishers, there is a need to leverage the trust that consumers have to obtain informed consent on sharing of their data. If there is trust, data exchange is easy. As publishers, we have to deliver a strong value proposition to our consumers,” Puneet Gupt, COO, Times Internet.
“Most of the data that publishers have are based on the content habits of users. The Personal Data Protection Bill doesn't hit publishers like us as much as it hits platforms like WhatsApp or Facebook,” Puneet Singhvi, president, digital and corporate strategy, Network18 Media and Investments Ltd.
The first day of the AdFraud Insiders Summit 2021 saw stakeholders deliberate on various topics ranging from advertising versus effective advertising, to why streaming platforms are emerging as a popular choice among advertisers, and what platform owners, advertisers and agencies need to do to solve the issue of growing bots. READ MORE