India accounts for 8.7% of global online ad fraud: report1 min read . Updated: 12 Mar 2019, 06:57 PM IST
- A report released techARC claims that India with a market size of $1.63 billion accounted for 8.7% of worldwide digital ad fraud in 2018
- Digital ad fraud includes a wide range of tactics such as invisible ads, using botnets to inflate user base and hijacking ad slots
Spending on online advertising is growing and so are the attempts to manipulate advertisers through ad frauds. Reports suggest that up to $6 billion is stolen from advertisers every year through ad frauds.
A report released by analytics firm techARC on Tuesday claims that India with a market size of $1.63 billion accounted for 8.7% of worldwide digital ad fraud in 2018.
Online commerce in India is the biggest breeding ground for ad fraud and contributed to 51% of the total ad fraud in the country, followed by the leisure and travel platforms, which account for 26% of ad frauds, according to the report. In 2019, digital ad fraud in India is projected to increase by 23%.
“The impact of digital ad fraud now goes beyond diminishing the returns on marketing spends and can jeopardise the entire digital transformation journey hampering brand equity, relevance and positioning among other ramifications," cautions Faisal Kawoosa, founder and chief analyst, techARC, in the press release.
However, businesses with an ad fraud solutions in place are better placed to contain abuse through their brand and serve only the most relevant things to their customers.
According to the report, app frauds account for 85% of total digital ad fraud. In October 2018, Google also clamped down on an ad fraud network that was using botnets to fool advertisers. The criminals behind the network bought 125 legitimate apps listed on Google Play Store and then used botnets to keep up the appearance of a thriving app with a growing user base.
Digital ad fraud includes a wide range of tactics such as invisible ads, using botnets to inflate user base, hijacking ad slots on a website or using fraudulent sites that look real.