Marketers to Insist on Ad Verification to Reduce Click Fraud

Enterprises ranging from telecommunications to platform providers to marketing services have a lot riding on getting the business model in the mobile advertising space right. Marketers are allocating more funds to mobile advertising and learning that the typical online ad doesn’t translate well to the mobile universe. They're rolling out new ad formats, but will they begin to pull back on their investment when they realize that up to 40% of the clicks they are getting are ‘worthless’?

The latest report from Trademob suggests that worthless clicks are coming from fraud and accidental causes. Up to 22% of the useless clicks can be linked to consumers who fat finger their phones. But the remaining 18% are linked to fraud – 8% stem from server side and 18% from more sophisticated attacks like botnets (client-​side). Trademob analysts make these claims based on the 6 million clicks they studied across 10 mobile ad networks earlier this year.

To reduce the number of accidental clicks, the analysts suggest that advertisers  “rely on unbiased parties having access to the necessary tracking data to optimize their ad spend.” In this way, they can identify which publishers are generating bad clicks and work with them to improve their apps. Marketers can also insist that their partners share pre and post click data and they can hire organizations like Trademob which will provide a third-​party analysis of clicks and use ‘fingerprint’ tracking to locate and block the IP addresses being used by fraudsters.

With mobile marketing growing more popular, advertisers have a vested interest in making sure that their expenditures are not being wasted and the ROI they measure  is accurate. Reducing wasted clicks is one way to do this.

[Source: Click Fraud. Trademob​.com. September 2012. Web. 4 Oct. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.