28

September

What Publishers Need to Know About TCF 2.0

IAB introduced the Transparency and Consent Framework (TCF) in 2018 to set clear guidelines on a more privacy-compliant, opt-in method to collect and process data from a user’s device. While a step in the right direction, the first version of TCF did not have the larger publisher consensus required to drive adoption. Since then, the industry has seen an update on the framework with the launch of TCF 2.0, which now provides sufficient control back to the publisher, while maintaining its core value proposition of user-driven consent management.  The new version lets consumers grant or withhold consent and exercise their ‘right to object’ to data being processed. At the same time, it allows publishers to gain greater control and flexibility with respect to how they integrate and collaborate with their technology partners.   InMobi and TCF 2.0  InMobi is a certified IAB TCF 2.0 Vendor. In the last few months, we have been working very closely with industry-leading consent management platforms (CMPs) like Liveramp, Ogury and OneTrust to make our pipelines (and that of our demand partners) ready to process the TCF 2.0 string. We will continue our efforts to make the adoption of TCF 2.0 seamless for both our supply and demand-side partners.

Posted on September 28, 2020
By Team InMobi

16

September

Fraud in Mobile In-App Advertising: What You Should Know

While consumer time spent in app keeps rising, some advertisers are still hesitant to devote a significant share of their ad budgets to in-app channels. There are a few reasons why this is the case, but high on the worry list is fraud. Too many advertisers today are worried that their in-app ad budgets will be eaten up by fraud and won’t help their marketing and business goals.  But are these fears unfounded? Advertisers and agencies worry about fraud in in-app advertising, but much of it is down to perceptions that have not kept pace with reality. While fraud may have been a major problem once upon a time, it is not a major concern anymore with in-app advertising.   According to the latest reporting from DoubleVerify in their Global Insights Report 2020, fraud rate for mobile apps declined by nearly one-third in just the last one year, decreasing from 2.8% in 2018-2019 to 1.9% in 2019-2020. Even in comparison to other channels, in-app fraud rates have fare relatively well. DoubleVerify estimates that fraud rate on in-app is 42% lower than the fraud rate on desktop. According to another 2019 study, in-app has 25% less fraud than mobile web.  Why does in-app advertising then have this unfounded reputation to begin with? Back in the very early days

Posted on September 16, 2020
By Team InMobi

14

July

Marketing with Purpose: Driving Trust, Love and Loyalty

This is a blog written by Rohit Dosi, Business Head - Microsoft Advertising at InMobi In part 1 of this blog series, my colleague Reena Mishra shared her views on the critical role that marketing with purpose plays in today’s dynamic and fast-paced environment.  Our partners at Microsoft Advertising undertook a research study on this very theme to evaluate the lasting effects of trust. The study,  "Accelerating brand performance through Love, Trust, and Loyalty” revealed 7 key insights that draw a step by step understanding of the process of building trust and the critical correlation it holds with love and loyalty. Trust not only plays a role in if a consumer purchases a product, but also has a significant impact on brand consideration and growth. Below are some of the key highlights from the report:   1. Trust is a cause of concern across generations The research recorded over half of the consumers surveyed accepted that their personal information will eventually be stolen online. And only 37% of Gen Z consumers, the generation that grew up with the internet, believe that online companies can be trusted. To reverse this distrust, businesses should enforce data policies that focus on transparency which has an emphasis on consumer protection. By being responsible, transparent, and proactive, you are building the foundation of trust that will take the brand from being one among many options, to the preferred brand of choice.   2. Trust

Posted on July 14, 2020
By Team InMobi

13

July

Purpose Driven Marketing: The Way Ahead for Brands and Marketers

This is a guest blog written by Reena Mishra, Senior Partner Sales Executive, Microsoft Search Advertising Purpose Begins With Trust: The ROI Of Creating Trust In the current climate, customers believe that brands they choose to engage with must reflect their values. It is the responsibility of brands to think of a larger purpose, which adds priceless value to the consumer. In today’s world, interaction with the customer might lead to a purchase but it isn’t sufficient enough to turn that one-time purchaser into a loyal consumer.  By being transparent about your values and practices as a brand you can create true value for your customer. Customers expect brands to focus on inclusive marketing that reflects a genuine, accessible, and authentic brand voice. Building trust is a collective effort between a brand and its customers. Marketers that focus on trust during these uncertain times will foster a community that will build the foundation of a sustainable brand. Purpose-driven marketing inspires and instills trust. The team at Microsoft Advertising undertook a research study to uncover the drivers of trust with consumers and its impact across multiple verticals. Additionally, we had the opportunity to interact with marketers and agencies about the importance of trust holds in a brand-consumer relationship. Trust means different things to different people. For marketers, upholding trust means taking the necessary steps to protect people’s

Posted on July 13, 2020
By Team InMobi

26

June

Are You Ready for TCF 2.0?

By August 15, 2020, the second iteration of the Transparency and Consent Framework (TCF 2.0) will be the official technical standard for managing consumer preferences like opt outs and opt ins with the broader ad tech space. Here’s what you need to know about TCF 2.0 and how InMobi is here to help.  At its core, TCF 2.0 intends to build a more responsible and self-regulated ad ecosystem. TCF helps demand partners run ads on publishers more confidently. It is both a marker of user consent being respected, and a safe path to buy a publisher's inventory, helping the demand-side collectively build user trust in an increasingly privacy-aware digital world. We expect all our demand partners to begin supporting the TCF 2.0 standard gradually, as we transition in the coming month.  TCF 2.0 Explained  The Transparency and Consent Framework was developed in conjunction with IAB Europe and the IAB Tech Lab as a way for publishers and others in the ad tech space to ensure compliance with the General Data Protection Regulation (GDPR) in the European Union and other consumer privacy laws and regulations.  One of the main provisions of GDPR is that it requires consumers to specifically opt in to receiving targeted advertising of any kind. What this means is that anyone involved in serving this kind of advertising and messaging must be able to

Posted on June 26, 2020
By Team InMobi

11

June

InMobi’s Stance on Political Advertising in the U.S.

As the 2020 U.S. Presidential election begins to really get going, we at InMobi wanted to address how political advertising will work on InMobi Exchange and how we are taking multiple steps to ensure media campaigns are run responsibly.  For reference, we define political content as content that references a candidate, political party, elected or appointed government official, election, ballot measure or legislation.  Political and election ads can run on our open exchange globally but with some specific local law based restrictions. InMobi’s demand partners are expected to comply with these restrictions. For example, New York state laws have specific donor disclosure and disclaimer requirements that advertisers need to comply with for state elections in New York. Specifically, on the creatives themselves, media buyers need to ensure that the creatives used comply with locally acceptable legal and societal sensitivities. We want to make sure that all political ad creatives running on InMobi Exchange are appropriate for both end users and publishers.   To this effect, appropriate disclaimers and disclosure requirements must be adhered to by demand partners and publisher partners, as required by applicable laws. As an additional check point, these creatives will be reviewed by our ad operations team and only approved if they adhere to 

Posted on June 11, 2020
By Team InMobi

31

March

Why Casual Mobile Games are Perfect for Brand Safe Advertising

Brand safe advertising has always been a top-of-the-mind issue for marketers, especially the ones that have a large loyal base that transcends generations and geographies. This is especially important given the multiple nuances that both performance and brand marketers must cater to. Even a single misstep can have a cascading impact. This is a problem even in benign times, as advertisers find it difficult to find fully brand safe opportunities to reach their audiences (at least at scale anyway) without hitting some sensitive content that may put off a small but vocal set of consumers. Think an advertisement for room fresheners next to a breaking news story on a drive-by shooting or a story around a tragedy involving a controversial topic. Naturally, this has become even more pertinent in today’s pandemic-induced, anxiety-filled times, where the content being consumed in various corners of the internet is leaning strongly downbeat. Brands, therefore, need to be very cautious and should accordingly ask for accountability from their supply-side partners on how and where their ads appear in a brand safe environment. Seen from the other side too, recent research from Integral Ad Science found that consumers have very strong and particular preferences about which brands they are comfortable seeing ads for when consuming coronavirus-related content. So, what can digital advertisers do to avoid brand safety pitfalls, especially when using programmatic advertising to reach mobile audiences? In the in-app world, the most obvious answer

Posted on March 31, 2020
By Team InMobi

13

March

InMobi Recertified by TAG as CAF Compliant

For 2020, InMobi was recertified by the Trustworthy Accountability Group (TAG). Specifically, InMobi was again Certified Against Fraud (CAF) by TAG, making InMobi the recipient of the CAF distinction for three years in a row. There are over 100+ companies that have been recertified by TAG in this round. It’s indeed a big win for the industry as a whole and is reflective of the important collective efforts being taken by ad tech vendors to combat fraud. “This year’s seal recertifications demonstrate that long-term commitment by TAG members to the fight against criminal activity in digital advertising. With a record number of leading companies participating in TAG programs, we are creating a consistent, unified, and secure framework for digital advertising round the world,” said TAG CEO Mike Zaneis. Fraud remains a significant concern among both advertisers and publishers in the mobile programmatic ecosystem. For example, in a recent discussion with Digiday, leading voices in the ad agency world cited ad fraud as among their top concerns right now. But, as this year’s TAG certification round shows, the ecosystem as a whole is taking fraud extremely seriously – and this is leading to major changes throughout the value chain. According to numbers cited by eMarketer, not only did the amount of digital display advertising budget lost to fraud drop significantly between 2015 and 2019, but ad fraud is no longer a top cited concern among marketers and media buyers. Material Benefits of TAG

Posted on March 13, 2020
By Team InMobi

12

March

Celebrating the First Birthday of Ads.txt for Mobile Apps

This March will officially mark one year since the IAB Tech Lab officially launched Ads.txt for mobile apps. Long available to web publishers, including mobile web, ads.txt is a much more recent addition to the mobile in-app advertising. “Ads.txt is a simple yet effective step to drive transparency in the programmatic world. Considering that publishers and buyers have no direct contact with one another, both become susceptible to unauthorized reselling, counterfeit inventory and domain spoofing. First released in May 2017 - the ads.txt solution for website and mobile web publishers has seen tremendous success,” said Abhay Singhal, CEO of InMobi Marketing Cloud and co-founder of InMobi. Let’s take a look at its effect on the mobile ad tech space over the past 12 months. Calculating the Impact of App-Ads.txt on In-App Programmatic Advertising If nothing else, app-ads.txt has proven to be enormously popular among the app developers and app publishers that make money by offering up ad inventory. Already, close to 80% of the apps that InMobi works with have this text file available in their app store listings. This is impressive considering that at first, app-ads.txt could only be implemented in Google Play store listing and only later became available within all of the major app stores. Note: Need a quick reminder on how app-ads.txt works and why it’s beneficial? Check out this video featuring InMobi’s Sergio Serra to learn more:

Posted on March 12, 2020
By Matt Kaplan

02

March

3 Key Brand Marketing Challenges in 2020 You Need to Know About

In 2020, there are lots of marketing challenges facing everyone from the biggest marketing teams all the way down to small businesses. But, we think there will be three issues that will have an outsized impact on brand marketing efforts in the U.S. in 2020: The 2020 Presidential Election The 2020 Summer Olympics Ongoing Concerns Around Privacy, Trust and Transparency But, just because these are issues that just about every marketer faces in 2020 doesn’t mean they need to derail all of your brand marketing plans. Here’s how these issues will impact your marketing campaigns, and how you need to overcome potential challenges with your marketing strategy in 2020. How to Talk to Potential Customers During the 2020 Presidential Election At this point in the year, it’s hard to miss all of the news around the 2020 elections - and the final vote is still many months away. In particular, the election presents marketers with three key issues. For starters, the election is likely to drive up advertising costs across the board. Considering that some major social media outlets like Twitter have already largely banned political advertising, the remaining digital marketing channels that still allow it will become more competitive, with brands, candidates and political groups all spending millions of dollars to get their message across to people through these channels. It also presents brand suitability concerns. Do you want your messaging to appear alongside a political story? Considering the state

Posted on March 02, 2020
By Matt Kaplan

20

December

Mobile Ad Fraud in 2020: Tracking the Evolution of Trust and Transparency in In-App Advertising

Mobile ad fraud has long been a major concern with everyone in the in-app advertising space, siphoning away budgets, reducing campaign effectiveness and making the entire ecosystem less trustworthy. But, issues around ad fraud have not gone unheeded. The industry has made major strides in its fight against fraudsters in 2019, and our team of mobile marketing and advertising experts expect this push to continue throughout 2020.Highlighting the Current State of Fraud in Mobile Advertising As Steven Woolway from DoubleVerify noted in conversation with InMobi’s David Di Angelo in 2019, mobile in-app ad fraud remains exorbitantly high – and will remain in the millions of dollars in the foreseeable future. Click spam, click injection, SDK spoofing, faked installs, click flooding (a form of click fraud) and invalid traffic (IVT) are just some of the types of mobile ad fraud that will continue to plague digital advertising in 2020. Mobile app install fraud is an especially pressing concern, and is likely to remain a major issue for mobile marketing professionals looking for new users for their mobile apps. In 2019, marketers lost an estimated $13 billion to app install fraud. Considering that fraud costs in this space almost doubled from 2018 to 2019, marketers need to be worried about this rising trend.How to More Effectively Fight All Forms of Fraud What can brands do to more efficiently protect their in-app ad spend from fraud in 2020? For starters, machine learning (ML) can go a long way towards fighting

Posted on December 20, 2019
By Team InMobi

16

December

Fool's Gold: Sifting Through the Data for True Value

This post comes courtesy of Amber Bagwell, Content Marketing Manager at Everflow. With the rapid growth of mobile advertisers, fraud is increasingly draining the wallets of advertisers, publishers and everyone in between. Criminals are moving in and mimicking real performance, confusing real installs with fraudulent installs. Not only is fraud eating into an increasing share of marketer’s ad dollars, it also creates bad data, making it impossible to correctly optimize an ad campaign if you don’t take steps to protect yourself. Let’s take a look at common types of fraud that may be painfully familiar. However, rather than being reactive, there are steps you can take to protect your advertiser, publisher and supply partners, to effectively stopping fraudsters in their tracks.Common Fraud Type #1: Click Injection/Ad Injection Click Injection/Ad Injection is where the affiliate injects their tracking link to fire off a tracking click right before the user completes their conversion. This lets fraudsters hijack the credit for delivering that conversion.What can you do? You can use reporting around the Click to Conversion Time (also known at MTTI or CTIT) to see the time in between the click and the install/conversion. If you see a large number of installs coming in either super quickly or super late, it could signal fraudulent traffic. By regularly checking your reporting, you can catch the most common types of fraud; it is nearly impossible for a real

Posted on December 16, 2019
By Team InMobi

12

November

App Onboarding Checks at InMobi

Trust and transparency concerns have dominated ad tech headlines over the past few years, with the focus primarily remaining on traffic quality. As fraud continues to evolve, the need for a definitive strategy regarding advertising environments both from a brand safety as well as a user experience perspective has emerged. The term “brand safety” here refers to considerations, practices and tools to ensure that advertising does not appear in a context that is inappropriate for a brand. It is a hygiene factor along with other concepts including viewability, ad fraud and invalid traffic. InMobi continues to strengthen its commitment in this regard by enhancing its app onboarding checks beyond the standard levers set by the industry. Instead, a dedicated in-house team evaluates each app across 21 different parameters, which can be broadly categorized across the following themes: High-Risk Content User-Generated Content Dynamic Content / Page Context Get Rich Schemes / Pyramid Schemes / Work from Home Schemes Ad Placements Ad Cluttering and Invasive Pop-Ups App Functionality In-App User Experience User Ratings and Reviews This is in addition to the typical checks that are covered by InMobi’s content policy guidelines such as violence, hate speech, alcohol, tobacco, gambling, pornography, illegal activities and violence — all subject to a specific country’s laws and regulations. Other grey areas include fake news, un-moderated user-generated content and copyright infringement. The team evaluates such idiosyncrasies, explores the level of tolerance based on current industry limitations/ regional tolerance and arrives

Posted on November 12, 2019
By Sreeshna Sreekishan

09

September

8 GIFs that Perfectly Explain App-Ads.txt, Sellers.json and the OpenRTB Supply Chain Object

In 2019, the IAB Tech Lab has released a number of new standards and technologies designed to dramatically increase transparency in the programmatic mobile advertising world. App-ads.txt, the in-app extension of ads.txt, first went live officially in March, and sellers.json and the OpenRTB SupplyChain Object were released for public comment the very next month. But what do these technology standards do and how can they be used in tandem with one another across the entire supply chain? To help answer these questions, some of the best GIFs on the internet are here to help.Definitions As has been noted before on the InMobi blog, “Ads.txt is a simple solution that gives publishers complete control over who is selling their inventory. The publisher creates a depository of authorized sellers that can be accessed by the buyers. Buyers can hence identify the legitimate sellers of the ad inventory they desire.” In short, app-ads.txt is a file that states clearly who can and can’t work with a particular app for ad monetization. What about Sellers.json and the OpenRTB SupplyChain Object? As Sergio Serra, product manager for InMobi’s SSP strategic business unit, explained in MarTech Series in May, the OpenRTB SupplyChain Object and Sellers.json are like a map and key for programmatic advertisers. The SupplyChain Object provides a mapped-out overview of everyone involved in a particular transaction, and Sellers.json helps programmatic pros make heads or

Posted on September 09, 2019
By Matt Kaplan

04

June

Combating Invalid Traffic with DoubleVerify

As we continue to work towards building a transparent and fraud-free in-app advertising ecosystem, we announced our partnership with DoubleVerify a few months ago as a step towards achieving this goal. While the integration covers both viewability and traffic quality, this blog will focus on how the partnership helps combat in-app ad fraud. The solution is one among the first to be accredited by the Media Rating Council (MRC) for its ability to detect and filter Sophisticated Invalid Traffic (SIVT). SIVT is notoriously harder to detect when compared to General Invalid Traffic (GIVT), as fraudsters attempt to mimic genuine user behavior. The DoubleVerify (DV) integration with InMobi ensures that our partners are protected from emerging forms of SIVT including: Background Ad Activity Hidden Ads App Misrepresentation (Spoofing) Measurement Manipulation The partnership guarantees always-on fraud filtering and measurement across InMobi’s platform. What makes this integration unique compared to others in the industry is that it does not work only on a sampling basis. Rather, it covers 100% of the supply available on InMobi Exchange. More specifically, all requests are analyzed and scored by DV on a pre-bid logic, before even being forwarded to DSP partners. That’s not all too, as the integration moves beyond just pre-bid filtering by monitoring post-bid activity to ensure that traffic remains fraud free. You can learn more about the partnership by watching the video below: About the Author Sreeshna is an Associate Product Marketing Manager

Posted on June 04, 2019
By Sreeshna Sreekishan

01

May

Demonstrating Trust in Programmatic Advertising Part II: Data Privacy and Security

An important aspect of trust is not to ask for it, but rather to be able to establish it through demonstrable measures and efforts. Trust is more than just talking about it on a website, or at a conference. It needs to be followed through with action. We sincerely hope that all players - from publishers, ad exchanges and supply-side platforms to agencies and demand-side platforms - are willing or able to do this. This is especially important in the context of increasing security incidents at adtech firms. Trust includes transparency, data privacy and data security, measurement product partnerships and audits, including around fraud and brand safety. We had discussed transparency in detail in our previous post. In this article, we will focus on data security and privacy.How Data Security and Privacy Impact Programmatic Demand-Side Platforms (DSPs) have access to massive amounts of advertiser data. This may include information from events such as registrations, purchases, search keywords, products visited, etc., which is further enriched (where permitted) with third-party data to get a complete picture of the user’s interaction with advertising and their browsing behavior and interests. When such volume of user data, which under certain jurisdiction(s) may potentially be deemed to be personal data, is handled, two questions need to be answered: How is the data being processed and stored? How is the data being used to optimize campaigns? Evaluating a DSP’s Data Governance Capabilities The

Posted on May 01, 2019
By Praveen Rajaretnam

18

April

Total Mobile Ad Fraud Prevention: Possible or Pipe Dream?

Every organization in the mobile advertising space aims to totally prevent fraud, but is complete mobile ad fraud prevention even possible? Will mobile advertising fraud always be around, or can potentially fraudulent schemes be eliminated for good? LEARN MORE Fraud detection and prevention may never be 100 percent accurate all the time. But, the ecosystem can be made much safer and transparent than it is today.Current State of Mobile Ad Fraud Detection and Prevention According to mobile measurement provider Adjust, mobile advertising fraud almost doubled between 2017 and 2018. For some advertisers, around 80 percent of their ad budgets were gobbled up by fraud. Adjust also found that around $5 billion was lost because of fraud between 2017 and 2018. This mostly aligns with numbers cited by eMarketer, pegging annual digital advertising fraud-related losses between $6.5 billion and $19 billion. A lot of mobile advertising budgets and in-app ad spend are being negatively impacted by fraudsters. Ad dollars lost from fraud is now in the billions. Fraud in the mobile space has hit app marketers especially hard, severely impacting their user acquisition and app install campaigns. According to Adjust, 20% of all mobile ad fraud they spotted were fraudulent installs. In addition, 27% of all fraud was trying to disrupt install events through click injection. To learn more about the most common types of mobile advertising fraud, be sure to check out our blog post on the 6 Common Types of Mobile Ad Fraud You Need to Know About. Brand marketers

Posted on April 18, 2019
By Team InMobi

16

April

Everything You Need To Know About Sellers.json

On April 11, 2019, the IAB Tech Lab released two new standards for public review: sellers.json and the OpenRTB SupplyChain object. InMobi has been a key partner in helping to develop these specs, and we are excited for them to be live in this initial instance. What do these specifications do, and how do they help programmatic advertisers? Keep reading for more information.What is Sellers.json and How Does It Work? In short, sellers.json is a file that enables the players of the ecosystem to map back the request to the entities behind that specific opportunity, including the final publisher. Essentially, it’s a file that maintains the mapping between the identifiers and the related entity name along with the relationship type and some additional information. While ads.txt (To learn more about app-ads.txt, the in-app version of ads.txt, check out this blog post and video) did a great job in publicly disclosing the list of authorized sellers for the demand side to look up, it does not offer any means for the demand-side platform (DSP) to pinpoint the specific publisher behind the ad request (supply side). This is where sellers.json comes in, by allowing the supply-side platform (SSP) to publish such mapping list into its root domain (for example: http://{advertising_system_domain}/sellers.json).Why is Sellers.json Beneficial? The goal of sellers.json is to give the buy side (also known as the

Posted on April 16, 2019
By Team InMobi

08

April

6 Common Types of Mobile Ad Fraud You Need to Know About

Unfortunately, mobile ad fraud is a rising concern. As ad spending within mobile apps grows, so too does digital ad fraud. According to Adjust, mobile advertising fraud close to doubled between 2017 and 2018. For some businesses, fraud gobbled up around 80 percent of marketing budgets. It’s not surprising to see fraud appear as among the top marketer concerns in multiple surveys over the past six to 12 months. But, not every form of fraud is the same. As Sun Tzu famously said, “Know thy enemy.” To be successful in fraud detection and prevention, it helps to know what’s out there. Here are six of the most common types of mobile ad fraud today:1) IVT Short for invalid traffic, IVT is any traffic not coming from real users. Bots, spiders and crawlers are all IVT, but not necessarily malicious. Of course, in the realm of mobile advertising, IVT designed to look like human activity is a major problem. Within the general umbrella of IVT are two general categories: GIVT (general IVT) and SIVT (sophisticated IVT). GIVT is highly transparent about its non-human origin; Google’s spiders that crawl the web to determine organic search rankings is a good example. SIVT is designed to appear human-like, often for nefarious purposes.2) Click Injection Also sometimes called click sniping, click injection is particularly prevalent in campaigns measured through last-click attribution. In fact, the mobile measurement experts at Adjust found it to be the second most

Posted on April 08, 2019
By Team InMobi

03

April

What is Multi-Touch Attribution Marketing? [VIDEO]

Watch This Video to Learn More about Multi-Touch Attribution Marketing If you’re curious to know what is multi-touch attribution marketing and why the multi-touch attribution model/multi-channel attribution is more beneficial than just giving credit to the last marketing touchpoint for all marketing teams, then our new video is for you. In this video, Prajwal Barthur, InMobi’s Director of Product Management discusses why assigning credit after the first touch or closer to the conversion first came about and why it’s problematic to not distribute equal amounts of credit to multiple channels for conversion events. The video also highlights how any type of multi-touch attribution is preferable over allowing one channel to receive 100 percent of the credit, especially for real-time and data-driven marketing efforts. Transcript Hi, this is Prajwal and I work with InMobi as the Director of Product Management. Today’s Whiteboard Wednesday, we’ll be talking about multi-touch attribution, its use cases, how marketers can utilize the same in their campaigns. Before we get into multi-touch attribution, I just want to cover a little bit about performance marketing and how its evolution has been. We look at performance marketing in different ways, and what they want to drive is key performance indicators. One of them, we all know, is to drive installs. The system has evolved to not just drive installs but drive an event post-install, which is basically maximizing lifetime value, or LTV, event for

Posted on April 03, 2019
By Team InMobi

20

March

In-App Ads.txt: What You Need to Know [VIDEO]

Did you know that in-app ads.txt is now available for mobile apps? This revolutionary ad tech dramatically improves trust and transparency in the digital ecosystem by allowing publishers to specify who is authorized to sell their inventory. Ads.txt has already proven to be enormously beneficial and popular in the browser world, and it’s now finally available to mobile apps. To explain how it works in in-app environments and why it’s so advantageous, check out our latest Whiteboard Wednesday video featuring Sergio Serra from InMobi's product management team. Transcript Hi, and welcome to a new version of Whiteboard Wednesday. Today we’re going to talk about a new innovation for the advertising ecosystem, more specifically for the in-app world, this extension of ads.txt. Before digging in a little bit more into what ads.txt for in-app looks like, let’s try to assess what ads.txt was trying to solve in the ecosystem itself. So ads.txt is basically a file that gets uploaded into the website of the publisher, which is the property that publisher is trying to monetize against. And the file is supposed to basically look exactly like a ledger in which the publisher can list down the authorized sellers for that specific inventory.How Ads.txt Works for Mobile Web, Browser Bid Requests So let’s look a little bit more into how the template and the schema will look like. So

Posted on March 20, 2019
By Team InMobi

30

August

The Hidden Cost of Install Ad Fraud on Your Business

If you think the cost of mobile ad fraud is simply down to the fraudulent installs detected by your anti-fraud tool, then you are mistaken.Computing the dollar impact of ad fraud on your campaigns isn’t as direct. In reality, the hidden costs can potentially be multiple times higher.It’s important to get an accurate picture of the actual cost of mobile ad fraud, as it can indicate the true effectiveness of various marketing channels. It can also help you evaluate the performance of the fraud tools (internal or external) that you have deployed and even prevent you from losing out to the competition.Opportunity Cost1. Ad Fraud Exhausts Your Budgets EarlyFraudulent clicks and installs cause your daily budget caps to be hit earlier than they would otherwise since reversals are usually done post-facto. This means fewer conversions (installs, page visits, sales, etc.) on a daily basis. So, while you get your money back on reported fraud, you don’t utilize the allocated spend. This lowers the expected performance.With fewer real people seeing your ads, you lose out on potential users and sales. This is illustrated in the following scenario:Daily budget cap: $5,000Cost per Install (CPI): $5Total installs driven: 1,000Fraudulent installs: 200Billed amount: 800 x $5 = $4,000Unspent Daily Budget: $1,000 or 20 percent 2. Fraudulent Installs Give Your Competitors an AdvantageAd fraud means you are being taken out of the game early, every single day. In the above scenario, 20 percent of

Posted on August 30, 2018
By Praveen Rajaretnam

14

August

Fraud or Not: Can You Always Spot Mobile Ad Fraud? [Quiz]

The fact that mobile ad fraud is a growing concern among publishers and advertisers is nothing new. According to the latest figures from Adjust, mobile ad fraud almost doubled between 2017 and 2018, and some advertisers are set to lose as much as 80 percent of their ad budgets on mobile to fraud.There are many reasons why fraud is on the rise, not least of which that fraudsters continually work to develop new, evasive tactics. But, another major concern is the lack of universal definitions regarding what constitutes fraud in all instances. Without common standards, marketers and advertisers have a far more difficult time identifying and then stopping all instances of fraud.Spotting mobile ad fraud is no simple feat. What may seem fraudulent could actually be legitimate, and vice versa. So, how good do you think you are at spotting fraud? Let’s look at a few scenarios.In this situation, we can see that the click to install rate for Site A is seven times higher than it is for all of the other sites. It’s generating a lot of clicks, but not many installs considering the click totals. So is this fraud?A. Yes, definitelyB. No, definitely notC. Not sure/Need more informationHere, over 97 percent of installs have a mean time to installation between 15.5 and 20.5 hours. So what about the small spike right around the 30-minute mark? Is this anomaly indicative of fraud?A. Yes, definitelyB. No, definitely

Posted on August 14, 2018
By Matt Kaplan

21

June

A Buyer’s Guide to Choosing an Anti-Fraud Solution

In our previous article, we had discussed various strategies deployed by anti-fraud solutions to counter fraud today. The most prevalent technique being static threshold detection (i.e., defining known frauds, and then focusing on detecting those anomalies with predetermined fixed thresholds). However, this is both ineffective and inefficient against constantly evolving, newer fraud methods for a simple reason  —  how do you find something when you don’t know what to look for? No system can be 100 percent foolproof. There will inevitably be fraudulent installs/events that solutions fail to catch (false negatives) — or worse, flag clean installs/events incorrectly (false positives). This is critical, since such inaccuracies have adverse impact on advertising ROI, as we will see later. This brings us to the next point: how does one evaluate the countless anti-ad fraud solutions available in the market? We have made that daunting process easier for you with this systematic checklist to evaluate anti-fraud products.1. Accuracy and Reliability Say a mobile campaign delivered 100 installs, of which 20 installs are fraudulent. The (accuracy) problem with most anti-fraud solutions is which 20 they flag as fraud. One way to evaluate this is to compute the false positive and false negative metrics. The confusion matrix (Image source: sanyamkapoor.com) It is important to note that both false positives and false negatives reward bad players in the long run and hurt clean players severely. More importantly, false positives and false negatives hurt advertisers even more as

Posted on June 21, 2018
By Praveen Rajaretnam

14

June

Why AI Will Forever Change The Way You Think About Ad Fraud

“Any fool can tell a crisis when it arrives. The real service to the state is to detect it in embryo.” — Isaac Asimov, Foundation LEARN MORE Until recently, the approach to fighting mobile ad fraud has been defensive and reactive. For instance, Ad networks and publishers deploy rudimentary static defense mechanisms and wait for the bad guys to counter them before deploying hotfixes or undertaking countermeasures. Anti ad fraud frameworks work mostly on static data, which is only good enough to detect - not prevent - limited types of fraud.Reactive Approaches Focus on Detection over Prevention This cat-and-mouse game has continued unabated with the bad actors continually evolving, varying their means of attack and using techniques that have grown in complexity and scope over time. The Methbot operation showed how the ad fraud industry has become more sophisticated and organized.The Tide is Shifting towards Fraud Prevention The methods used by ad fraud crime syndicate are fast changing in the wake of increasing adoption of advanced data analytics and machine learning algorithms by adtech. After all, an automated learning system that continuously detects and prevents fraud is much more desirable and more efficient over static rule-based and manual intervention systems. At InMobi, we are taking control of the battleground by using the attackers’ own predictable yet ever-evolving methodologies to not just detect fraud as it happens, but to actively prevent it as well.How is the Current Framework Being

Posted on June 14, 2018
By Praveen Rajaretnam

08

June

Can Ad Fraud Be Destroyed Once and For All?

All is not rosy in the digital advertising space. Increasingly, fraud is becoming a major concern to advertisers. Ad fraud is expected to cost brand and performance advertisers $19 billion - $51 million a day - in 2018, according to Juniper Research, which is equal to around one out of every $10 of all digital ad spend.The problem is especially acute with video. The percentage of firms worried about fraud specifically on their video ad networks rose from 33 percent in 2017 to 48 percent this year.This is far from a new problem, as fraud is nearly as old as time. Fraudsters follow the money, and as in-app advertising spend rises, nefarious players will continue to want to illicitly grab a cut. The questions for everyone in the digital ad space then becomes, what can be done to combat ad fraud, and can it ever be stopped for good?Know Thy EnemyThis famous idiom from Sun Tzu’s Art of War may be referring to military battles, but it’s just as apt in the battles against ad fraud. The problem is, when it comes to fighting fraud, everyone’s got their own definitions - and these can often be conflicting.For instance, consider how some would use Mean Time to Install and Retention Rate (daily/monthly usage) metrics to identify fraud. If an ad network sees a sudden spike in installs (low MTTI) but then a low retention rate after the first month, it

Posted on June 08, 2018
By Matt Kaplan