AdFraud Insiders Summit Day-1 Highlights: ‘Threat of fraud will always be there on digital platforms’

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Updated: May 26, 2021 2:40:15 pm

Interestingly, at present there are three most prevalent forms for fraud -- stats show that of the $25.8 billion lost, app install farms/SDK spoofing accounted for 42%, click injection for 30%, and click spam for 27%.

AdFraud Insiders Summit 2021AdFraud Insiders Summit 2021

Financial Express Online- the business news site from the house of The Indian Express Online Media aims to bring 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.

While no major ad fraud prevention corporations have been able to come to a consensus regarding the total cost of ad fraud, TrafficGuard/Juniper evaluates it to be currently at $34 billion. This is expected to reach $87 billion by 2022 — majority of which will be lost in the APAC region, with the current $19 billion set to touch $56 billion. Further, Intercepted — a mobile ad fraud prevention tool reported that 21.3% of iOS and 26.9% of Android apps installed are fraudulent.

Meanwhile, the World Federation of Advertisers (WFA) predicts that ad fraud will become the biggest market for organised crime by 2025, worth about $50 billion. Interestingly, at present there are three most prevalent forms for fraud — stats show that of the $25.8 billion lost, app install farms/SDK spoofing accounted for 42%, click injection for 30%, and click spam for 27%. As more and more advertisers scale-up their ad spends on digital — measuring impact will be a key metric to control wastage. The two-day virtual event titled, ‘AdFraud Insiders Summit 2021’ is focussed at how the online industry together can create a brand safe environment to advertise.

The two-day event will see names such as Mike Katayama, external engagement lead, Ads Privacy Go-To-Market, Google APAC; Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth); Amit Relan, co-founder, mFilterIt; Tarun Katial, investor and founder in Media Tech and Edu Tech; Karan Bedi, CEO, MX Player; Vignesh Narayanan, head of business, Airtel Ads, among others.

Follow all the LIVE updates of AdFraud Insiders Summit 2021 here:

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Watch an impeccable panel live on the topic: Creating a Brand Safe Environment Online at AdFraud Insiders Summit 2021

Highlights

    13:41 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Neelima Burra shares her experience on tackling fraudulent activities

    “Campaign benchmarking coupled with independent audit of the campaigns by companies allows them to fix the problems of fraudulent activities to some extent,” Neelima Burra, chief commercial officer, The Oberoi Group, said.

    13:30 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Ad fraud could be second highest form of organised crime, says Yatin Garg

    Yatin Garg, director of growth, CashKaroWorld, highlighted that Federation of Advertisers estimates that ad fraud will be the second biggest form of organised crime after drug trafficking.

    13:23 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Tushar Tyagi feels that LTV of customers acquired through organic traffic is higher

    “The lifetime value (LTV) of customers acquired through organic traffic is higher than those acquired through paid sources,” Tushar Tyagi, program manager Paytm Points, Paytm, said.

    13:21 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Knowing profiles of consumers help eliminate ad fraud possibilities, says Neelima Burra

    “The big benefit over the period of time has been the awareness around ad fraud. At one time, it was more about putting more money to drive more traffic. The best thing that happened to the industry is programmatic wherein you really want to know the profile of the consumers. It helps eliminates a lot of ad fraud possibilities,”Neelima Burra, chief commercial officer, The Oberoi Group.

    13:07 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Brands are now looking at different KPIs, says Neha Kulwal

    “Brands are looking at different KPIs that are not limited to transactions such as customer lifetime value (LTV), traffic quality and other metrics such as repeated transactions, their value as well as the cities,” Neha Kulwal, country manager, Admitad India, said.

    13:04 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Impression quality matters - Tushar Tyagi on digital advertisement

    “Earlier, it was largely about eyeballs, today quality is coming into picture. Today it's not just about the impressions but also about impression quality and also brand identity in terms of where your ad is placed is important,” Tushar Tyagi, program manager Paytm Points, Paytm, said.

    13:00 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Pandemic accelerated growth for digital, says Vishal Rupani

    As per Vishal Rupani, serial learner and ex CEO, mCanvas, the pandemic has further accelerated the growth for digital and when spends increase, fraud almost always follows.

    12:54 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Threat of fraud will always be there on digital platforms, says Shubham Jha

    “No matter what you run on digital platforms, the threat of fraud will always be there,” Shubham Jha, Inside Sales, Business Lead, Adjust

    12:48 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Large companies invest quite a lot in patrolling, says KV Sridhar ‘Pops’

    “Large companies invest quite a lot in patrolling, they have a separate cell for malware functioning,” KV Sridhar ‘Pops’, global chief creative officer, Nihilent.

    12:31 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Preet Raj talks about how to minimise ad fraud

    “You cannot zero down ad fraud, you can only minimise it or reduce it. If advertisers move away from the concept of impressions to conversions, advertisers can save a lot of frauds,” Preet Raj, co-founder and CTO, FLYX.

    12:20 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Two major areas of ad frauds are fake impression and fake clicks, says Amlan Pati

    “Fake impressions and fake clicks are the two major areas of ad frauds. While there is no fixed solution, as a brand, there is a constant need to improvise to keep up with the changing fraud mechanisms,” Amlan Pati, digital marketing head, CavinKare.

    12:13 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Karan Kumar emphasizes on importance of cost per site visit or cost per store visit

    “As a brand, what's important is the cost per site visit or a cost per store visit. Therefore, the quality of leads becomes extremely important. If your end objective is achieved eventually, even a higher cost per lead or cost per click works for brands. It is important to choose the right platforms,” Karan Kumar, SVP and chief marketing officer, DLF, stated.

    12:11 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Choosing correct partners important for both publishers and advertisers, says Viraj Jit Singh

    “It is important for both publishers and advertisers to ensure that they choose the correct partners when they want to advertise,” Viraj Jit Singh, SVP and revenue head, MX Player, said at the AdFraud Insiders Summit 2021.

    12:03 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Advertisers and publishers must join hands to figure out right metrics, says Vignesh Narayanan

    “There are so many bad actors in the ecosystem and marketers are also under constant pressure for return on investment (ROI). There is a need for advertisers and publishers to work together to figure out what are the right metrics to track,” Vignesh Narayanan, head of business, Airtel Ads.

    11:49 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: AdFraud is a reality, says Karan Kumar

    “AdFraud is a reality. It is trying to deliver on marketers’ oldest wish, which is a low cost of advertising per click. As an advertiser, you need to be vigilant about your partners and monitoring mechanisms to reduce these,” Karan Kumar, SVP and chief marketing officer, DLF, said.

    11:40 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Dhiraj Gupta talks about challenges faced by advertisers

    “Even with all the tracking of the impressions, clicks, advertisers have struggled to understand which part of their budgets are wasted,” Dhiraj Gupta, CTO, mFilterIt.

    11:31 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Adobe estimates 28% of web traffic comes from bot, says Naresh Gupta

    At the AdFraud Insiders Summit 2021, Naresh Gupta, co-founder and CSO, Bang in the Middle pointed out that Adobe estimates 28% of web traffic is likely a fraud and it comes from automated bots and other non-human signals.

    11:20 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Arvind R P on importance of social reasoning

    “Social reasoning is important to find out whether an issue is real or is being amplified through bots or other external elements,” Arvind R P, director strategy, marketing, digital and communications, McDonald's India, said.

    11:08 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Human intervention is the way forward to prevent ad fraud, says Prathamesh Dembla

    According to Prathamesh Dembla, head- growth, Licious, there has to be a human intervention when it comes to preventing ad fraud-- till the time you don’t put human touch, you won’t have an upper edge.

    11:01 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: There is no fixed solution, Amit Relan on 'Bot Menace'

    "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

    10:52 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Ritesh Chopra on how Bots work

    “Bots are based primarily on feeding of data and then they are trained on that,” Ritesh Chopra, director sales and field marketing, India and SAARC Countries, NortonLifeLock

    10:47 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Apps designed to enable piracy are cause of concern, says MX Player CEO

    "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.

    10:42 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: MX Player CEO Karan Bedi on content available on TV and OTT

    “The content on TV and OTT are very different in India. TV ad revenues are beginning to flow to OTT platforms, representing the large opportunity for advertisers to target consumers where they are,” Karan Bedi, CEO, MX Player.

    10:37 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Varun Alagh talks about importance of customer experience and engagement for a D2C brand

    "Customer experience and engagement are extremely important if you are a D2C brand. It impacts the cost of customer acquisition significantly," says Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth). 

    10:26 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: The concept of loyalty has gone for a toss, says Varun Alagh

    "The concept of loyalty has gone for a toss. In these times, you need to convince your consumers every time on why they should purchase your product," says Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth). 

    10:17 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: Honasa Consumer CEO talks about importance of three C's

    “The three C’s -- Copy, Creative and Consumers are very important for any marketer to be effective in the digital world,” Varun Alagh, co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth), said at the AdFraud Insiders Summit 2021.

    10:15 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: TrafficGuard/Juniper predicts ad spent loss due to fraud to increase to $87 billion, says Anant Goenka

    "TrafficGuard/Juniper has set the current cost of the ad spent lost due to fraud at $34 billion. It predicts that this will increase to $87 billion by 2022," Anant Goenka, executive director, Indian Express Group, said at the AdFraud Insiders Summit 2021

    10:10 (IST)26 May 2021
    AdFraud Insiders Summit LIVE: This summit aims to provide solutions to tackle current and emerging threats from ad-fraud, says Anant Goenka

    "The inaugural edition of the Ad-Fraud Insiders Summit looks at the increasing problem of ad-fraud and aims to provide solutions to tackle current and emerging threats," Anant Goenka, executive director, Indian Express Group, said at the AdFraud Insiders Summit 2021

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