In-app ad fraud jumps 800% marking fastest rise in fraud attempts

Anne Freier

In Mobile Advertising. December 12, 2018

In-app advertising fraud continues to be the fastest growing ad fraud with a rise of 800% in fraudulent attempts, according to data by DoubleVerify’s Fraud Lab.

The holiday period is a particularly vulnerable time as fraudsters are well aware of the increased usage of mobile devices particularly during major shopping events.

In 2017, DoubleVerify identified a rise of 159% in bot fraud on Cyber Monday and retail advertisers were targeted 4x more than other verticals.

The company puts this down to higher transaction volumes on mobile devices as well as higher usage of smartphones to shop and the often limited protections retailers put in place.

In an effort to double down on mobile in-app ad fraud, DoubleVerify just announced a partnership with mobile ad network InMobi, whereby it will provide always-on fraud filtering and measurement for mobile in-app ad campaigns for the InMobi Exchange.

“With ad spend increasingly concentrated in mobile, it’s imperative that brands have transparency into the quality of mobile app inventory,” said Matt McLaughlin, COO at DoubleVerify. “We are proud of our partnership with InMobi, which expands the footprint of our fraud prevention capabilities and further distinguishes DV as the leader for mobile app verification.”

The integration covers pre-bid targeting and monitoring of post-bid fraud.