InMobi regularly hosts, participates in and contributes to a series of events, meetups, webinars, sharing best practices with partners and thought leaders, across the globe. In this edition of the InMobi Event Diary, we are looking at the highlights and developments from the InMobi InDecode workshop held on “Maximising ROI on Mobile” in Bengaluru, India.
India has become the second largest app downloads market in the world, and continues to have a huge growth potential. However, increasing fraudulent installs and user uninstalls are major impediments to Maximising ROI on Mobile. The Bengaluru edition of InMobi InDecode hosted growth marketing leaders who intended to build an advanced understanding of ad fraud and in-app remarketing.
Kicking off the event, Vasuta Agarwal, VP & GM at India, introduced the audience to the top trends shaping growth marketing in 2018 and the biggest challenges faced by advertisers. Other speakers for the day included Prajwal B S from InMobi, Anand Bhaskaran from BigBasket, Mahip Dwivedi from Flipkart, Abhiruchi Bhushan from Myntra and Raghav Singhal from PhonePe.
The Fallacy of Downstream Metrics
With an estimated loss of $350 million being accounted to mobile ad fraud, it was time to address the elephant in the room. Prajwal B S, Director - Product, took an absorbing session on the various types of fraud, the dilapidated state of the anti-fraud crusade and the advanced techniques advertisers should adopt to #FightFraud.
85% of all fraud happens way upstream in the ad lifecycle - before the app install. As sophisticated and complex fraud mechanisms take over, marketers are reliant solely on downstream metrics to tackle fraud.
How can Advertisers #FightFraud?
In a highly engaging and insightful panel discussion hosted by Ankit Grover, Business Head, South India, leading growth marketers shared a leaf from their playbook on fighting fraud. Asked about the trade-off between high-quality and scale,
Raghav Singhal from PhonePe called the prevalence of fraud a harsh reality and that performance marketers had to live with it. Marketers need to invest in premium networks for acquiring high-quality users while being wary of fraud as scale becomes the primary objective. Abhiruchi from Myntra stressed upon the need for advertisers to have an awareness of the evolving nature of fraud.
Expressing concern over the limited capabilities of advertisers in building anti-fraud tools, Anand Bhaskaran from BigBasket called for a combined effort between advertisers and networks to drive fraud analytics and prevention. Mahip Dwivedi shed light on Flipkart’s efforts in curbing fraud by deploying measures outside of MTTI such as sub-publisher level checks.
Building your 2018 Anti-Fraud Strategy
Most advertisers or networks today implement anti-fraud measures as an afterthought, merely reacting to the threat with a goal to minimise impact. Marketers should aim to invest in identifying fraud through a combination of upstream and downstream indicators, thereby preventing fraudsters from getting deeply entrenched into campaigns. Marketers can build their 2018 Anti-Fraud strategy by adopting the InMobi Anti-Fraud Framework.
To know more about the InMobi Anti-Fraud Framework and how you can make the most out of it, write to firstname.lastname@example.org or sign-up below.
InMobi InDecode is a series of workshops that brings together technology and industry experts to share, debate and discuss the latest trends in the mobile industry.