Mobile app fraud on the rise as marketers spend billions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2019, 11:41 AM UTC

Spoofing, hidden ads, background ad activity and measurement manipulation have become increasingly common.

As mobile marketing becomes increasingly prevalent, the number of fraudulent apps has grown by 159% from 2017 to 2018, according to research from DoubleVerify’s Fraud Lab. Fraud apps pretend to be carrying out legitimate functions but install malware or conceal fake click on advertisements. 

With billions being spent on advertisements, mobile fraud has increased exponentially. Fraudulent apps were detected 1.6 times more in 2018, with 57% of these apps categorised as “Games” and “Tools & Utilities.”

This piece says Fraudsters are expected to take advantage of the estimated $87 billion that will be spent on mobile ads in 2019.  Roy Rosenfeld, head at DoubleVerify’s Fraud Lab said, “With ad spend increasingly concentrated in mobile – and particularly mobile app, fraudsters are redoubling their efforts to take advantage.”

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