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BizReport : Mobile Marketing : December 13, 2016

Study: Fraud high in uncertified apps

Malicious and fraudulent traffic is beginning to hit the app space, and it's hitting hard. That's the word from new Sizmek data which indicates that more than half of uncertified apps are experiencing ad fraud and fraudulent traffic.

by Kristina Knight

The fraud is slightly less in the iOS space, but both Android and Apple are at the 50% margin, an indicator that app developers, publishers, and brands need to begin proactive responses to fraudulent traffic.

For the purposes of the study, 'malicious traffic' is defined as unsolicited or nonviewable advertising. This kind of traffic can drive up the costs associated with mobile advertising, apps, and the mobile websites.

"Uncertified apps have become a breeding ground for fraud, so brands need to be vigilant with their mobile targeting as well as their blacklists when seeking safe options to reach and impact audiences via mobile," said Zach Schapira, Global Product Strategist at Sizmek. "If an advertiser is deploying a piece of their budget towards in-app advertising, it's important that they understand that malicious activity does not discriminate. As a result, it's vital that advertisers utilize the brand safety measures available to them when planning campaigns."

Other interesting findings from the report include:
• 52% of uncertified apps experience ad fraud
• 8% of certified apps experience ad fraud
• 50% of illegally downloaded uncertified apps on iOS perform malicious activity
• 56% of those on Android perform malicious activity
• 22% of malicious apps are uncertified, per AVG
• 43% of all malicious traffic is from uncertified apps, per AVG

Tags: appvertising trends, fraudulent ads, fraudulent traffic, mobile marketing, mobile trends, Sizmek

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