Omnicom Media Group MENA has formed a strategic partnership with ad fraud prevention specialists TrafficGuard. OMG MENA agencies OMD, PHD and Hearts & Science, will have exclusive access to TrafficGuard’s ad fraud mitigation solution for six months.
Mobile ad fraud is said to have doubled since last year. Juniper Research has estimated that advertisers will lose some $19 billion to fraudulent advertising activities on online and mobile devices in 2018. The issue of app install fraud is a growing concern, particularly in the GCC where incidence is among the highest in the world.
When brands promote their apps on different sites and platforms, including ad networks, and buy these insertions on a cost-per-install (CPI) basis, they can be exposed to multiple fraud types, including software developer kit spoofing, click injection and faked installs. TrafficGuard blocks invalid traffic and provides consistent attribution reporting to clients and supply partners. This allows brands to only pay for qualified installs.
“What has made digital advertising so appealing to brands is the ability to measure the performance of investments and their contribution to the bottom line, relying on models like pay-per-install. The issue is that fraudsters have also been very active in this space and in this region, which has made protection measures an essential first step,” said Christos Solomi, executive director of programmatic at OMG MENA (pictured).