scorecardresearch
Follow Us:
Thursday, May 19, 2022

For Indian marketers mobile ad fraud remains a huge challenge in 2022: Report

The respondents believed that contextual targeting solutions (74 per cent) and third-party verification (72 per cent) will be important to ensure brand safety in mobile environments.

By: Tech Desk | Pune |
Updated: January 31, 2022 2:50:48 pm
The report surveyed as many as 151 Indian digital advertising professionals across India. (Express Image)

Advertisement related frauds remain a great concern across mobile environments in 2022, according to a majority of Indian marketers, shows the latest Industry Pulse Report released by Integral Ad Science (IAS). As many as 78 per cent of respondents believe that ad fraud will remain a great concern across mobile environments this year and at least 26 per cent said mobile web video environments will be among the most vulnerable in terms of brand risk.

The respondents believed that contextual targeting solutions (74 per cent) and third-party verification (72 per cent) will be important to ensure brand safety in mobile environments. As for social media channels, nine out of 10 marketers are concerned about the vulnerability of platform to ad fraud.

“In a market as large and dynamic as India, brands are becoming more conscious of the importance of quality impressions and safe brand environments. As a result, the role of verification partners is gaining prominence in creating a safe and transparent setting for brands,” Saurabh Khattar, Commercial Lead, India, IAS in a statement.

The report further highlights that the Indian audience will continues to transition from traditional means such as TV and radio to digital streaming channels such as CTV, OTT, and podcasts. At least 80 per cent of respondents anticipate an accelerating transition from TV consumption to OTT platforms streaming this year, while over seven in 10 agreed that audio listeners will shift towards digital alternatives.

Best of Express Premium

UPSC CSE Key – May 19, 2022: What you need to read todayPremium
Why Satyajit Ray is still the saviour for the Bengali film industryPremium
On marital rape, regressive notions undermine autonomy of womenPremium
Inflation up, FMCG firms hike rates, cut pack volume and weightPremium

However, 68 per cent  of media experts anticipate higher brand risk with audio streaming content as more inventory becomes available.  Ultimately, 68 per cent of respondents agreed that third-party verification will be important to ensure the quality of audio streaming inventory.

For all the latest Technology News, download Indian Express App.

  • Newsguard
  • The Indian Express website has been rated GREEN for its credibility and trustworthiness by Newsguard, a global service that rates news sources for their journalistic standards.
  • Newsguard
Advertisement
Advertisement
Advertisement
Advertisement