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Decoding complex digital challenges like ad fraud, brand safety, brand protection, and ecommerce intelligence for brands to help them advertise fearlessly.

Affiliate & Incent Fraud In MENA: Are Your Marketing Dollars At Risk?

Blog, Ad Fraud Blog - Valid8 /

Affiliate marketing in the MENA region is growing exponentially as a result of the region’s growing digital connectivity and e-commerce environment. As brands and advertisers realize the effectiveness of affiliate campaigns in driving ROI and engaging with digital-savvy consumers, they are investing more in it to reach wider audiences and increase app downloads. According to Cognitive Market Research, the global affiliate market size was estimated at USD 18,512.2 million, out of which the Middle East and Africa region held a significant share of around 2% of the global revenue, with a market size of USD 370.24 million in 2024. The region is projected to grow at a compound annual growth rate (CAGR) of 7.7% from 2024 to 2031. But with this growth comes greater risk. As the affiliate ecosystem scales rapidly, so do opportunities for fraudsters to manipulate metrics and quietly drain your ad budgets. On the surface, your campaigns could be performing great, with installs pouring in, but when you dig deeper, user engagement is weak, uninstall rates are high, and your conversions don’t quite match the traffic volume. This could be a sign of incent fraud and other app install fraud activities, which affiliates often use to drive fraudulent traffic to their app campaigns. This discrepancy raises a critical question: Are you truly paying for performance, or are you being misled by fraudulent metrics? This article delves into the nuances of this issue, shedding light on regional vulnerabilities and strategies to safeguard your marketing investments in the MENA region. The Digital Boom in MENA: Opportunities and Risks As of 2023, the UAE’s smartphone penetration stood at over 96%, while Saudi Arabia saw nearly 92%, driven by younger demographics and high internet accessibility. This always-online audience has fueled explosive growth in e-commerce, fintech, travel, and entertainment apps, making mobile the primary touchpoint for brand-consumer interactions. MENA’s e-commerce market alone is projected to reach $50 billion by 2025, with countries like KSA and the UAE leading the charge with increasing trust in online payments, digital-first government initiatives, and a surge in mobile transactions. Amid this, more brands are shifting budgets to Cost-Per-Install (CPI) and Cost-Per-Acquisition (CPA) campaigns via affiliate partners, aggregators, and influencers. These models promise efficiency, scalability, and outcomes tied directly to results. This performance-based ecosystem has created the perfect conditions for fraud to thrive quietly in the background. The global mobile app installs fraud exposure increased 157% to reach $5.4 billion, with bots responsible for over 70% of fraud across all regions. In terms of impact, for the MENA region, the fraud exposure (estimated financial value of fraud) topped at $65 million in 2023. Travel companies experienced fraud rates of 71% on Android and 58% on iOS. Finance apps followed with 61% on Android and 64% on iOS. Shopping apps had 40% on iOS and 23% on Android. Much of the MENA affiliate ecosystem still operates on trust-based relationships, smaller publishers, and loosely vetted networks, leaving advertisers exposed to unique vulnerabilities that traditional ad fraud solutions often overlook. The growth is real. The opportunity is huge. But so is the risk, especially if marketers don’t have visibility into what’s actually happening behind the numbers. Common Tactics Used by Affiliates to Drive Incent Traffic and Fake Installs Incent Fraud Incentivized installs involve offering users rewards (e.g., in-app currency, discounts, or cashbacks) in exchange for downloading an app. Many fraudulent affiliates use excessive or undisclosed incentives to drive volume, resulting in users who install apps solely for the reward. These users often show minimal post-install engagement, low retention, and rarely convert to paying customers, affecting the overall performance of the campaigns. Click Spamming This technique involves fraudsters generating an excessive number of fake clicks through automated means in the hope of hijacking credit for organic installs, artificially inflating the volume of pre-install activity. When a real user eventually downloads the app, the attribution system mistakenly attributes the install to the fraudulent source. This results in skewed performance metrics, misallocated budgets, and undermines the value of authentic traffic. Regional Vulnerabilities: Why MENA Marketers Are at Risk? Several factors contribute to the heightened risk of ad fraud in the MENA region: Reliance on Aggregators: Many marketers depend on affiliate aggregators or smaller networks with limited transparency, increasing exposure to fraudulent activities. Localization Gaps: Traditional app fraud detection tools may not be fully adapted to regional languages and user behaviors, allowing certain fraud patterns to go undetected. Trust-Based Partnerships: Business relationships often rely on trust without rigorous validation processes, making it easier for fraudsters to infiltrate. Lack of Benchmarks: The absence of region-specific benchmarks hampers the ability to identify anomalies and assess campaign performance effectively. How to Protect Your Affiliate and Mobile Budgets with mFilterIt Protecting your budgets requires more than surface-level metrics, it demands full-funnel visibility and real-time validation. Here’s how mFilterIt helps advertisers stay one step ahead: Full-Funnel Fraud Detection Our solution – Valid8 monitors every stage of the user journey, from the first click to post-install events. This end-to-end visibility ensures you can identify where fraud is happening, whether it’s click spamming at the top of the funnel or fake engagements after installation. Click Integrity The pre-attribution check – click integrity helps validate the authenticity of clicks by analyzing their source, timestamp, and behavior before they reach MMPs. This helps weed out illegitimate traffic from bots, click farms, and poorly vetted affiliates, ensuring you only pay for genuine user interest. Proactive Traffic Validation Instead of relying on post-campaign audits, we flag and filter invalid installs in time before attribution. This proactive approach prevents wasted ad spend and keeps your campaign data clean from the start. Case in Point: How We Helped a Leading BFSI Player in MENA Save $0.34M with mFilterIt A major Banking, Financial Services, and Insurance (BFSI) brand operating in the Middle East region was running performance campaigns to acquire new customers. At first glance, the install numbers appeared to be great. However, upon closer inspection, the post-install engagement and customer retention were alarmingly low – prompting an audit into

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affiliate fraud

Is Your Fintech App Marketing Losing Money to Affiliate Fraud? Here’s What You Need to Know

Blog, Ad Fraud Blog - Valid8 /

As an advertiser at a Fintech business, are you constantly stressed over user growth targets, tight budgets, and campaign performance pressures? Seeing the results pouring in through affiliate marketing campaigns, but something is still not working in your favor? So, what’s going wrong? Working with affiliates often feels like the quickest, most scalable, and reliable way to hit those numbers. And to be fair, it works—until it doesn’t. Behind those impressive install numbers hides a different reality—a reality that includes affiliate marketing scams like click spamming, click injection, incentive fraud, etc., which pose significant threats to both the financial integrity of your brand and user trust. We’ve seen it up close: in our analysis of 196 campaigns across industries, install-level fraud alone accounts for 43% of the total ad fraud detected. The question that now arises is – Why aren’t the fraud filters built into MMPs catching these? And more importantly, how do you ensure you’re not paying affiliates for users who never actually existed? This blog breaks it all down. Continue reading further to find the solution – How a full-funnel, validation-first approach strategy can help you protect your growth. Why Affiliate Programs Matter for Fintech Lending App Marketers? Fintech lending apps offer instant credit solutions, personal loans, and buy-now-pay-later (BNPL) options to millions of users. With an extensive range of services, these apps rely heavily on affiliate marketing programs as one of the primary acquisition channels to achieve rapid user growth in a highly competitive environment. Affiliate marketing enables fintech apps to partner with third-party publishers, influencers, and ad networks who promote the app through their owned assets like websites, social media, etc. These programs typically operate on Cost Per Install (CPI) or Cost Per Acquisition (CPA) models, where affiliates are rewarded only when a specific user action, like an app install or registration, is completed. This performance-driven approach makes affiliate marketing an attractive, scalable, and seemingly low-risk strategy for customer acquisition. To maximize reach and conversion, fintech lending apps frequently run targeted campaigns such as: · Referral-based promotions with sign-up bonuses for both parties · Cashback offers upon completing the first transaction or loan disbursal · Limited-time loan offers marketed through affiliate push channels · Influencer-driven traffic from content creators in personal finance and credit niches Therefore, this channel demands substantial investment. According to Juniper Research, the average CPI for fintech apps ranges from $2.50 to $6.00, reflecting the high cost of acquiring quality users. With large-scale campaigns often spanning multiple geographies, fintech advertisers end up spending millions monthly on affiliate-driven traffic, making them a prime target for sophisticated affiliate fraud schemes that exploit these high-payout campaigns. What type of Affiliate Fraud Techniques Impact Fintech App Campaigns? As fintech lending apps continue to scale aggressively through affiliate marketing, they face growing threats from sophisticated fraud techniques designed to exploit CPI and CPA models. These fraudulent activities not only siphon off ad spend but also distort key performance metrics, leading to poor marketing decisions and wasted budgets. Here are the most prevalent forms of affiliate fraud targeting fintech apps: – Click Spamming Click spamming, also known as organic poaching, involves fraudsters bombarding attribution systems with an enormous volume of fake clicks, often generated through malicious apps running in the background on a user’s device. These clicks have no real user intent behind them, but if an install happens later, the fraudulent affiliate is falsely credited. This dilutes attribution accuracy and eats into organic user credit, masking true campaign performance. – Bot-Generated Installs Using advanced scripts or emulators, fraudsters deploy bots to simulate real app installs. These bots mimic user behavior to bypass basic fraud detection, but in reality, there is no actual user engagement. This leads to inflated user acquisition numbers and higher CPIs, with no value delivered. – Click Injection Click injection is another form of attribution fraud where a malicious app on a user’s device monitors installs and broadcasts. Just before a legitimate app install begins, it injects a fraudulent click to hijack the attribution. This tactic is especially common on Android and gives fraudsters credit for installs they didn’t influence. – Incentive Fraud Under an incentive fraud scenario, users are lured to install apps purely for incentives, such as rewards, cashbacks, or gift cards, promoted by deceptive affiliate sources, not the brands. These users have no intention of engaging with the app long-term, resulting in low retention, poor ROI, and skewed user quality metrics. – Event Spoofing Sophisticated fraudsters simulate post-install in-app events like loan applications, repayments, or KYC verifications to trick marketers into believing that real engagement has occurred. These spoofed events distort downstream performance metrics and hinder optimization strategies How to Know if Your App Campaigns are Impacted by Affiliate Fraud? Together, the above-mentioned tactics form a multi-layered affiliate fraud scam that fintech advertisers must address proactively to protect their marketing investments. Here are some of the red flags that marketers and app owners should monitor consistently to uncover fraudulent traffic: – Unusually High Install Volumes with Low Engagement: A sudden spike in installs without a corresponding increase in logins, KYC completions, or loan applications could indicate click spamming or bot-driven installs. – Discrepancies Between Reported Installs and Backend Data: When attribution platforms report high install numbers, but internal app analytics show minimal usage, it’s a strong signal of non-genuine activity. – High Uninstall Rates: If users are uninstalling the app within a few hours or days of installation, it often points to incentivized installs or low-quality affiliate traffic with no long-term value. – Inconsistent Geographic Patterns: Fraudulent traffic may originate from regions that aren’t part of your target audience or display device language/location mismatches. When left unaddressed, these red flags erode both financial resources and user trust, two critical pillars for any fintech business. Why are MMPs not enough to detect Affiliate Fraud in Apps? Most traditional ad fraud detection solutions in the market are not well-equipped to handle the level of sophistication fraudsters now employ, particularly in high-value verticals like

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click spamming

What Happens When You Eliminate Click Spamming – Know from KUKU FM’s real case

Blog, Ad Fraud /

Ever celebrated a spike in installs, only to realize no one’s using your app?  You’re not alone. For every marketer chasing performance metrics, there’s a nagging truth: not all installs are created equal. In fact, a growing chunk of them might be fake, incentivized, or just plain useless.  According to our analysis, there has been a significant rise in ad fraud in apps at each level of the funnel, the highest being at the install stage. There are various sophisticated methods used by fraudsters to manipulate app installs. This includes junk installs, click spamming, and affiliate fraud—all quietly inflating your numbers while your actual ROI flatlines.   Kuku FM, one of India’s fastest-growing audio platforms, ran headfirst into this challenge. Massive install numbers. Minimal post-install activity. Skyrocketing costs with little to show for it.   But they didn’t just accept it. They fought back with the right partner and the right data.  This is the story of how Kuku FM turned fake installs into real engagement, leveraging a mobile ad fraud detection tool with their current tech stack, and reclaimed their growth narrative.  The Growth Ambition vs. Ground Reality  Kuku FM had one goal: grow fast and grow big. With a rich library of audiobooks, podcasts, and audio courses, the stage was set. So the marketing team did what any growth-hungry team would do—they fired up the ad engines and watched the installs roll in. And roll in they did. Like, a lot.  At first, it felt like a win. The charts were climbing. Campaigns looked like they were crushing it. High fives all around.  But then… nothing. Users weren’t sticking. They weren’t signing up, subscribing, or even poking around the app. It was like throwing a party and no one showed up—except a bunch of bots and bounty hunters chasing rewards.  Digging deeper, the red flags started waving. Installs were pouring in from shady APK sources. Click counts were exploding, but actual engagement? Flatlined. And a whole chunk of traffic came from “incent walls”—users downloading the app just to score a freebie, not because they cared about the content.  The result? Ballooning marketing spend. Bloated attribution costs. A whole lot of noise, and very little signal. Kuku FM wasn’t just dealing with underperforming campaigns—they were up against full-blown mobile ad fraud.  Something had to change. Fast.  Diagnosing the Problem: A Closer Look at Fraud  – Looks good on paper Kuku FM’s dashboards were lighting up. Installs were rolling in. The growth team was hitting every acquisition target they’d set. From the outside, it looked like a textbook campaign.  – But behind the curtain… not so pretty Users weren’t engaging. No logins. No streams. No subscriptions. The installs were there, but the people behind them? Not so much. That’s when the team started poking around. – Junk installs These were coming from APK sources. Basically, a high volume of junk installs that looked like real users but never did anything after download. No events, no engagement, no heartbeat. These installs were likely faked just to meet click-to-install ratios and pass fraud checks. But they added zero value—like tossing empty jars on a shelf and calling it inventory.  – Click spamming This one was sneakier. Certain affiliate partners were generating a tidal wave of clicks. Not real clicks from interested users—just inflated numbers meant to hijack install credit. So instead of rewarding the actual source, the fraudster pocketed the payout. Kuku FM ended up paying for “traffic” that was never intended to stick around.  – Incentivize traffic The downloads were real, but the motivation? All wrong. These users came from “incent walls,” meaning they downloaded the app just to earn a reward. A coupon. A gift card. Maybe digital gold coins for some random mobile game. The second they got what they wanted, they bailed. No loyalty. No interest. No lifetime value. – Reality check All three fraud types had one thing in common: they were quietly wrecking ROI. Marketing budgets were being chewed up by users who were never going to become listeners, let alone subscribers.  Translation: It was time to clean house.  Turning Point: How mFilterIt Helped  – Junk installs? Kicked to the curb With mFilterIt’s advanced fraud detection in place, APK-based installs that showed zero post-install activity were flagged and filtered out. These weren’t just “low quality”—they were dead weight. Cutting them meant less noise, more signals.  – Incent walls got walled off mFilterIt tracked incentivized traffic sources and flagged partners pushing reward-based installs. Result? A drop in low-intent users. Campaigns shifted toward audiences that cared about the content, not just the freebies.  – Click spammers exposed Ad sources running click spamming tactics—flooding the system with fake taps to win attribution—were identified and removed. This wasn’t just affiliate fraud detection in action. It was money in the bank.  – Attribution costs trimmed By eliminating fraudulent publishers, Kuku FM cut down on attribution fees charged by their MMP. Less fraud meant fewer fake payouts—and a lot more budget to spend on genuine growth.  – Better partners. Smarter spending With the bad actors gone, Kuku FM gained visibility into which networks were performing. Budget reallocation became easier and smarter. Every rupee started pulling its weight.  The Results: Impact Beyond Numbers  – ₹26 lakh saved. No kidding That’s how much Kuku FM recovered once they kicked fake installs, click-happy affiliates, and reward-chasing freeloaders out of the picture. All that money? Back in the growth team’s pocket. Actual growth, not ghost traffic.  – MMP fees got a reality check Before mFilterIt, attribution was chaos. After? Streamlined. Fraudulent publishers were axed. Only legit installs cut. And with cleaner data came lighter MMP invoices.  – Partners, unmasked With shady traffic sources gone, the marketing team finally saw who was really delivering and who was just soaking up spend. Spoiler: Some networks looked a lot less shiny after the cleanup.  – People who used the app What a concept. Post-fraud, the installs didn’t just go up—they started meaning something. Users played content. Subscribed. Came back. The

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Brand Bidding

Peak Season Brand Protection: Stop Brand Bidding Violations

Blog, Ad Traffic Validation /

Would you pay twice for the same customer? Many brands do—without knowing. Every time your top-of-funnel campaigns drive branded search traffic, affiliates and ad networks are watching. Some quietly bid on your brand name, intercept clicks meant for your site, and take credit for conversions they didn’t create. You pay once to generate the intent. Then again, as a commission on your traffic. During high-demand seasons, this problem scales fast. CPCs rise, ROAS drops, and budget burns faster than it should. Most marketers chalk it up to increased competition. But the real threat is invisible: brand bidding by partners you’re already working with. This guide breaks down exactly how affiliate brand bidding works, how it distorts your campaign performance, and what to do to stop it in real time—before it eats into your seasonal results. Why High-Demand Seasons Invite Brand Bidding Top-of-funnel campaigns aren’t just good at driving awareness. They spike branded search queries. As performance teams push seasonal offers through social ads, influencer drops, or email blasts, users start googling the brand directly. That’s the window affiliates and ad networks wait for. They target your brand name because these aren’t rivals or fakes. They’re your own affiliate partners, coupon sites, or arbitrage platforms. Here’s how it happens: · Coupon aggregators bid on your brand plus terms like “discount” or “promo” to catch deal-hunters. Even if you don’t work with them directly, many ride through indirect affiliate links. · Automated bidding tools used by partner platforms use dynamic scripts to spot trending queries—your brand being one of them during a big campaign. · PPC arbitrage networks snap up brand terms at scale and send users through a redirect maze, taking a cut of the conversion while inflating your CPCs. The result: you end up paying twice. First to generate the intent. Then to win it back from your own partners. hey know the intent is hot. Their ads show up right above or next to yours, competing for the same clicks you’ve already paid to generate Signs You’re Losing Budget to Brand Bidders Brand bidding often hides behind metrics that appear healthy at first glance. But dig deeper, and patterns start to emerge—especially during high-demand campaigns. These are the most reliable indicators that your branded traffic is being hijacked by affiliates or ad networks. Sudden Branded CPC Spikes During Campaigns If your branded search CPCs climb sharply during a sale or new product drop, and you haven’t changed your strategy, it’s likely external bidders have entered the auction. Affiliates or partner platforms may be targeting your brand keywords This shifts you from low-competition bids into competitive territory, inflating costs by 20–30% or more. You’re now competing for traffic you already created. Drop in ROAS Despite a Stable Media Strategy ROAS should stay consistent when targeting, creative, and user intent remain steady. If it drops without a clear cause, CPC inflation from brand bidding may be the culprit. You’re still getting conversions, but at a higher acquisition cost—and sometimes paying an unnecessary commission on top of it. This directly reduces your return. Performance Plateaus as Spend Increases You increase your media budget expecting higher conversions, but results don’t scale. That’s a sign your campaign isn’t reaching more users—it’s just paying more for the same ones. Bidding partners can drain your daily budget early in the day, especially if their tools ramp up aggressively on trending brand terms. Your budget runs out before the day’s highest-intent traffic arrives. Affiliate Reports Show High Last-Click Wins on Branded Terms If affiliates suddenly show strong performance from last-click conversions and branded queries, take a closer look. Partners who haven’t changed tactics but start claiming more conversions may be targeting your brand name. Campaign Budgets Exhaust Early in the Day Brand bidding drives up CPCs quietly. When that happens, your campaign spend gets used up faster. If your branded campaigns go offline by afternoon, it’s not just strong demand—it could be your own partners outbidding you, forcing premature pauses in delivery during critical traffic windows. Traffic or Click Surges in Irregular Geographies If affiliate-referred traffic starts showing higher CTRs from regions not aligned with your core market, this could be automated bidding behavior. Some arbitrage networks use scripts to scoop up branded traffic wherever they can find it, regardless of quality or location. These patterns waste spend without contributing meaningful conversions. Spotting these signals early gives you the chance to stop CPC leakage before it spirals. Passive monitoring doesn’t cut it during peak periods—especially when brand bidders are watching your campaigns as closely as you are. The Real Cost of Ignoring Brand Bidding During Peak Periods When brand bidding by affiliates or ad networks goes unchecked, the damage isn’t just in a few lost clicks. It hits multiple layers of your performance stack. · CPC inflation from competitive auctions Branded keywords typically deliver high ROI due to lower CPCs and stronger intent. But during high-demand periods—sales, product launches, festivals—affiliate partners and coupon sites often start bidding on those same keywords. This competition drives up the auction price. Brands that normally pay ₹4–5 per click may suddenly pay ₹6–7 for the same traffic. That’s a 25–30% increase in acquisition cost without a corresponding lift in quality or volume. · Paying twice for the same user. First, you run TOF campaigns to build intent—think influencer reels, paid social, email, SMS. Then, that user searches for your brand. If an affiliate’s ad appears above yours and gets the click, you pay again in the form of a commission. That’s media spend plus affiliate payout for a single conversion. It erodes the margin and misrepresents channel efficiency. · Attribution distortion. Most brands rely on last-click attribution models. Affiliates and arbitrage platforms know this. They aim to be the last touchpoint by intercepting brand searches. This hijacks credit from the real performance drivers, like your paid social or content efforts. Over time, this distorts media performance data, leading to misallocated budgets. · Faster budget exhaustion. Higher CPCs mean your daily

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ecommerce pricing intelligence

The Hidden Cost of Instinct: Ecommerce Pricing Intelligence Insights

Blog, Digital Shelf Analytics /

Most brands are still pricing based on instinct, internal costs, or outdated competitor scans. And it’s costing them, sometimes without them knowing. A 5 percent gap in your average selling price compared to the market can quietly bleed revenue week after week. Miss a category-wide discounting trend by even a few days, and you’re left reacting while others are gaining share.  Winning on price today isn’t about dropping rates. It’s about knowing exactly where you stand—by SKU, by platform, by geography—and acting before competitors force your hand. Without that visibility, pricing becomes reactive, inconsistent, and risky.  This article breaks down what marketers miss without doing an in-depth pricing analysis and how to fix it with real-time data.  The Hidden Risks of Operating with Pricing Blind Spots Here are the risks that arise when you don’t have full visibility into their pricing environment and competitors’ moves: 1. Limited Visibility into Average Selling Prices (ASPs) Without tracking ASPs across marketplaces, brands risk flying blind. A price that seems competitive internally can be completely off when placed next to real-time market dynamics.  Take this example. Your brand launches a product at $50, feeling confident in its positioning. However, the ASP for similar products across key platforms has quietly dropped to $42. Without that visibility, your brand unknowingly overpriced itself, losing both traffic and conversions. Pricing too low can hurt just as much, eroding margins without gaining meaningful volume. 2. Discounting Trends That Quietly Erode Margins Competitor discounts don’t always show up in obvious ways. Flash sales, time-limited offers, and bundle pricing often fly under the radar, but their impact adds up. If you’re only tracking list prices, you’re missing the real picture.  Say a competitor has been quietly running 10% discounts every weekend. On paper, their list price matches yours. But their actual selling price is lower, and you’re unknowingly losing share—or worse, matching that price later and cutting into your own margins just to keep up. 3. Missed Opportunities in Competitive Categories High-growth categories move fast. If you’re not actively watching how competitors price within them, you risk losing share without even realizing it. Electronics, seasonal products, trending gadgets—these are the battlegrounds where pricing decisions directly shape who wins the sale.  Picture this. A competitor drops prices on wireless earbuds just as demand spikes. Their volume surges. Your product sits at the same price, losing visibility, conversions, and momentum. By the time you react, the wave has already passed. 4. Non-Compliance with MAP (Minimum Advertised Price) Guidelines MAP violations usually don’t scream for attention. They slip in quietly. And if you’re not actively monitoring them, the damage creeps in just as quietly—until retail partners start picking up the phone.  Think about it. An unauthorized seller lists your product below MAP on Amazon. Most buyers won’t question it. They just assume that’s the new normal. Your retail partners? They see it too—and they’re not happy about being undercut while playing by the rules.  It’s not just a pricing issue, it’s a trust issue.  Building a Data-Driven Pricing Strategy Here’s what a modern, proactive pricing strategy should include: 1. Benchmarking Using Real-Time ASP and Discount Data Imagine this. Your flagship product sits at $120. Competitors? They are all clustering around $105. You notice it only after weeks of slower sales and rising cart abandonment rates.  At that point, it is not just about lowering prices. It is about regaining lost ground.  This is where real-time benchmarking changes the game. Tracking ASPs and discounting trends live—not after a quarter closes—helps brands stay responsive, not reactive. If you are serious about staying competitive, set up monthly reviews where your prices and discount patterns are directly compared against your top 5 category rivals. No guesswork, just clear gaps you can act on.  Without this discipline, even the best pricing strategies fall behind market movements that happen faster than internal processes can catch up. 2. Comparing Pricing Against Industry and Category Averages You are confident in your pricing—until the numbers tell a different story.  In the fashion category, your dresses are priced 20% higher than the industry average, while your footwear is underpriced compared to competitors. Neither situation is ideal. One segment risks losing volume due to sticker shock, the other leaves margin on the table.  Category-level pricing analytics show patterns that product-level thinking often misses. They reveal whether your brand’s pricing feels premium, fair, or inconsistent to shoppers browsing multiple options at once.  Smart brands tackle this by setting up category-specific dashboards. These dashboards track where your pricing stands against both the industry and direct competitors, allowing you to course-correct without guessing. It is not about matching everyone else—it is about knowing when you should stand out and when you should realign.  Without this layer of visibility, your pricing strategy is flying blind at the category level 3. Monitoring MAP Compliance Using OEM Codes You can’t fix what you don’t see—and MAP violations are a classic example.  Most brands only catch them when a retailer complains or when brand value takes a hit. By then, damage is already done. That’s why tracking MAP compliance with OEM codes or unique identifiers isn’t just useful, it’s non-negotiable.  Let’s say a SKU slips below MAP on a niche marketplace. With OEM-coded tracking, the violation is flagged immediately. No manual checks. No delays. You now have the leverage to take it down or reach out before your other retail partners even notice.  This level of automation only works when MAP monitoring is baked into your pricing system. Alerts should be real-time, platform-wide, and specific to each product variant. That’s how you stay ahead, not just informed. 4. Analyzing Pricing Across Geographies and Platforms What works in Europe might fall flat in North America. And the same product can demand two very different prices depending on where—and how—it’s being sold.  In European marketplaces, brands often have higher prices. Less competition, stronger demand, and fewer discount-driven shoppers make that viable. In contrast, North America moves fast and fights hard on price. Aggressive

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programmatic ad fraud

Programmatic Ad Risks & Brand Safety Solutions for MENA Advertiser

Blog, Ad Fraud Blog - Valid8 /

Programmatic advertising is seeing a massive growth in the Middle East and Africa region. According to the statistics, the demand of programmatic advertising market will see a splendid growth of 7.89% between the period of 2022-2027.   This increasing demand generates from the region’s growing adoption of digital advertising. Where the demand increases, the challenges emerge as well. As more brands invest in programmatic channels, the challenges increase too. Despite its advanced and automated system of ad delivery, these channels are prone to some fundamental challenges like programmatic ad fraud, brand safety and transparency gaps.   In this blog, we will break down the challenges in programmatic advertising, its impact on advertiser’s campaigns and how marketers can solve it and make their programmatic campaigns effective and brand safe.   An Overview of Challenges in Programmatic Ads in MENA region   Advertisers are often drawn to this due to its promise of scalability, automation and precision targeting. However, these platforms pose several structural and operational challenges that limit the growth for the advertisers and give a picture they didn’t expect. Here are a few key challenges in programmatic that the advertisers in MENA region face today:   – Lack of Transparency  What is not visible cannot be trusted.   Yet, advertisers have to spend trusting the platforms, based on metrics shared, without knowing where their ads are showing up. One of the most persistent issues in programmatic advertising is the limited visibility into where budgets are being spent, who is watching their ads, where their ads are placed.   The supply chain often involves multiple intermediaries — DSPs, SSPs, trading desks, and more — each adding layers of complexity. As a result, advertisers frequently struggle to track where their ads are running, how much is being spent at each step, and whether the impressions served are real or just bot driven.  – Rising Threat of Programmatic Ad Fraud  MENA’s digital ecosystem, while growing, remains vulnerable to various forms of programmatic ad fraud — from invalid traffic (IVT) and fake clicks to domain spoofing and impression laundering. Without robust ad fraud detection and prevention measures, a significant portion of programmatic budgets risks being wasted on non-human or low-quality traffic, diminishing campaign performance and brand trust.  – Limited Access to Quality Inventory  Access to high-quality, premium inventory is still a challenge across many MENA markets. While larger markets like the UAE and Saudi Arabia offer better options, advertisers targeting wider regional audiences often end up buying lower-tier inventory. This affects not just campaign reach but also engagement, conversion rates, and brand perception. And adding to this is the problem of ads appearing beside any unsafe content. This leads to a brand reputation issue for advertisers.  – Measurement and Attribution Gaps   Many advertisers in the region continue to rely on basic performance metrics like clicks and impressions. However, these surface-level KPIs do not paint a full picture of campaign effectiveness. Advanced measurement models like multi-touch attribution (MTA) are still not widely adopted, making it difficult to connect programmatic spend to actual business outcomes like customer acquisition and revenue growth.  – Fragmented Technology Infrastructure  The level of programmatic maturity varies significantly across different MENA countries. What works in the UAE or Saudi Arabia might not scale effectively in Egypt, Kuwait, or Morocco due to differences in publisher ecosystems, audience behavior, and available technology. This fragmentation complicates regional planning and demands a more localized, agile approach to media buying.  – Dependency on Platform-Driven Metrics   Programmatic advertising demands specialized expertise across campaign setup, optimization, fraud detection, and analytics. In the MENA region, there is still a noticeable gap in skilled programmatic talent, leading brands to depend heavily on platform-driven metrics. This dependency often results in less control, reduced transparency, and missed opportunities for optimization.  Emerging Demand of Programmatic Video Advertising in MENA   In the last few years, video content has also become a major medium to drive engagement. Therefore, programmatic video advertising is also seeing a rise in the MENA region. However, this medium also experiences challenges like Frequency Capping Breach, where ads are shown more than the times it is required leading to overexposure and causing ad fatigue for viewers.    How to Solve Programmatic Advertising Challenges — and Where mFilterIt Supports  As programmatic ads expand across the MENA region, brands need more than just automation — they need clarity, credibility, and control. Here’s what an effective programmatic approach looks like — and how mFilterIt supports advertisers along the journey: – Gaining True Transparency into Ad Traffic and Placements  Without knowing where ads appear and who is engaging with them, optimization becomes guesswork. Valid8, our ad fraud detection solution integrates directly with Demand Side Platforms (DSPs) and other sources to provide advertisers with independent visibility into traffic sources, ad placements, and ad inventory quality across the programmatic ecosystem. With this transparency, brands can make smarter, evidence-based decisions for campaign planning and media buying.  – Validating Traffic and Detecting Fraud Early  MENA’s growing digital market also faces complex threats like invalid traffic (IVT) and domain spoofing. Our ad traffic validation solution applies behavioral analysis, heuristic checks, deterministic models, and frequency validation to verify ad interactions. This enables advertisers to distinguish real users from bots and invalid sources — safeguarding campaign data and ensuring budgets reach intended audiences.  For advertisers spending on programmatic video advertising can curb the impact of frequency capping breach by leveraging the frequency cap monitoring solution. This enables advertisers to keep track of how many times their ads are shown to the users, and if they exceed the frequency cap limit. Proactive monitoring reduces the chances of overexposure of ads to the users and helps the advertisers to genuinely reach their targeted audience.    – Identifying Safer and Higher-Quality Inventory  Ad misplacement can quickly damage brand trust. Valid8 flags suspicious, inappropriate, and Made-for-Advertising (MFA) sites, providing advertisers with placement-level insights. Brands can then proactively blacklist unsafe environments and prioritize premium, brand-safe inventory for better engagement and reputation management. – Enabling Better Campaign Optimization By delivering deep, independent insights — such

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digital-commerce-intelligence

Why QSRs Need Digital Commerce Intelligence & Key Features to Know

Blog, Digital Shelf Analytics /

The global Quick Service Restaurant industry, as of 2024, was valued at $971 billion. By the end of this year, the industry is expected to grow to $1055.48 billion. In the near future, the industry is expected to continue growing at a CAGR of 9.01%, being valued at $1930.14 billion by 2032. Clearly, these aren’t small numbers. The Quick Service Restaurant model is quickly emerging as a lucrative business and naturally will attract a lot of new players in the coming years.   This growth is being powered by a number of factors. The most obvious one is the growing affinity of users towards digital ordering. Similarly, the fantastic growth of third-party food aggregators like Uber Eats, Zomato, Swiggy etc. has added some truly potent fuel to the fire.  When the barrier to entry in the industry has become so low, differentiating your business from the rest can be difficult. Thankfully, there’s a proven way to succeed in such a dynamically growing economy- to make data driven decisions by implementing digital commerce intelligence. Let’s see how this intelligence works and how it is obtained in the following sections.   The Need for Digital Commerce Intelligence in QSRs To say that in the last decade, consumers have changed the way they make purchases would be an understatement. Thanks to trends and technologies like online food delivery, mobile ordering, and digital loyalty programs, modern consumers are driven by very different motivations as compared to a decade ago. For instance, the abundant availability of options has diminished the brand recall value of even the most memorable businesses and shortened the attention spans of prospects.   Getting in front of the right audiences may have become easier in theory, since aggregator platforms and search engines can potentially direct interested audiences towards modern QSRs. However, these platforms have become overcrowded and even with access to targeted audiences and that’s why, getting visibility has become a battle for most QSRs.  Here, getting access to and acting upon real-time insights can prove incredibly advantageous. Such insights, usually delivered by data intelligence platforms, can help QSRs improve operational efficiency by enabling better management of demand forecasting, stock levels, and using these metrics to further devise better pricing strategies and menu audits. This is just one aspect of using digital commerce intelligence.   With all that said, all the advantages associated with digital commerce intelligence depend on choosing the right tool. How do you do that? Let’s find out in the next section.  Key Aspects to Look for in a Digital Commerce Intelligence Solution Specific features that may be important to individual businesses may vary when it comes to picking a digital commerce intelligence solution. However, there are some common features that may be relevant to most QSR business. These include:  – Market & Competitive Insights: One of the most important functions of a digital commerce intelligence tool is to enable QSR businesses to make better business decisions. The smart way to do that is to track category trends, pricing, and competitor strategies and hence, the ability to track these metrics is a non-negotiable when picking a digital commerce intelligence tool.  – Customer Sentiment Analysis: Choosing a tool that can help you understand consumer feedback from different sources can prove incredibly advantageous. When picking a tool, make sure it has the ability to pull and analyse customer feedback from sources like third-party review websites, search engine listings, and social media platforms.   – Actionable Data for Decision Making: Finally, when picking a digital commerce intelligence tool, you are looking for one with an easy-to-understand and user-friendly dashboard. This is important because all the data collected and analysis done by the tool will be presented to you in the dashboard. Here, it should be available in a manner that allows business owners or brand managers to derive actionable insights from the data and use it to inform quick optimization actions and long-term strategies. The best tools in the market will even derive the insights for you, using AI-enabled suggestions.  The Impact of Digital Commerce Intelligence on QSR Growth So what kind of a difference can a digital commerce intelligence tool make? Here are some advantages any QSR business can start experiencing almost immediately upon implementing a solution:  – Better Menu and Pricing Decisions: Using insights from marketing and competitive analysis and combining them with insights from consumer sentiment analysis can help QSR businesses make better pricing and menu-related decisions. This cannot just potentially improve sales figures but can also optimize menu items for demand and better inventory management.   – Improved Customer Retention: With consumer sentiment analysis and insights from performance of campaigns and promotional offers, QSRs can inform better consumer retention strategies. The same data can also be used to create personalised experiences for consumers and incentivise consumer loyalty in a meaningful and impactful way.  – Maximized Revenue Opportunities: Analysing the data derived from a digital commerce intelligence tool can help QSRs identify the conditions and times for demand surges. Similarly, analysis of historical data can also help QSRs identify ideal delivery zones and determine which upselling strategies work the best with specific customer personas.   Conclusion In a digital economy, access to and the intelligent use of intelligence can put any brand ahead of their competitors. On the flipside, not using the vast amount of data available online to their advantage can prove to be a huge lost opportunity cost for QSR brands.   Choosing and implementing the right tool can pay off exponentially in terms of more rapid and sustainable growth, improved operational efficiency, and heightened brand trust. In other words, implementing a data-driven strategy is not optional for QSR brands that are serious about their growth.  Have a Quick service restaurant? – Connect with mFilterIt experts to learn how we can help.  

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full funnel validation

Reclaiming Digital Transparency: 1000Farmacie’s Full-Funnel Approach

Blog, Ad Traffic Validation /

The dashboard says ROAS is up. Conversions are climbing. The team’s celebrating. But beneath the surface, something’s off. Traffic looks strong—but isn’t converting. Budgets are growing—but impact isn’t. That’s the trap of affiliate fraud and misattribution—they inflate performance on paper while draining real results. From cookie stuffing and click spamming to bot traffic masked as human behavior, invisible threats distort the numbers marketers rely on most. The missing layer? Full-funnel validation. This blog breaks down how misattribution quietly sabotages performance, why validation is no longer optional, and how 1000Farmacie uncovered the gap—and fixed it. The Hidden Cost of Misattribution Affiliate marketing promises performance-based growth—but what happens when the performance you’re measuring isn’t real? Misattribution is one of the most under-recognized threats to marketing efficiency. It occurs when credit for a conversion is incorrectly assigned to the wrong source—often due to deceptive practices designed to exploit attribution models. In affiliate campaigns, where commissions and payouts depend on tracking performance, this opens the door for fraud. Fraudsters use several tactics to hijack attribution and artificially inflate results: Cookie Stuffing: This involves secretly placing multiple affiliate cookies on a user’s browser without their knowledge or action. If the user later makes a purchase—regardless of the actual channel that influenced it—the fraudulent affiliate still gets credit. Click Spamming: Also known as “click flooding,” this technique sends a high volume of low-quality or automated clicks hoping to match a legitimate conversion through sheer volume. It’s a numbers game that can distort your attribution data and create phantom performance. Bot Traffic: Sophisticated bots mimic human behavior—browsing products, clicking links, even triggering conversion pixels. These non-human visitors can seriously inflate your traffic numbers, conversion rates, and ROAS, all while draining budget. The impact isn’t just technical—it’s strategic. When misattribution is baked into your performance metrics: Budgets get misallocated to underperforming or fraudulent affiliates. Reports tell a distorted story, masking the real sources of growth. Optimization decisions become flawed, leading marketers to double down on what isn’t working and overlook what is. Worse, it creates a false sense of success—campaigns that seem to be thriving on the surface may actually be leaking value underneath. So here’s the question: How much of your affiliate “performance” is actually performance—and how much is fraud disguised as success? Why Full-Funnel Validation is the New Must-Have If misattribution is the invisible leak in your performance marketing, full-funnel validation is the essential tool to detect—and seal—it. At its core, full-funnel validation involves verifying every stage of a user’s journey, from the initial click on an ad or affiliate link to the final conversion. This comprehensive approach delves deeper than surface-level metrics to assess whether the traffic, clicks, and conversions are legitimate, human, and incremental. Here’s how it operates: Traffic Quality Checks at the top of the funnel detect suspicious patterns—such as bots, data center IPs, or abnormally high click rates. Engagement Validation in the middle of the funnel monitors behavioral cues: is there genuine user interaction, or just empty clicks? Conversion-Level Analysis at the bottom ensures that attributed sales are backed by authentic user journeys—not automated scripts or cookie drops. This layered approach provides marketers with comprehensive visibility into the authenticity of their traffic. The necessity of full-funnel validation becomes even more evident when considering the current landscape: Bot Traffic: In 2023, bots accounted for nearly half (49.6%) of all internet traffic globally, with “bad bots” responsible for a third of this figure.   Affiliate Fraud: In 2022, fraudulent clicks constituted 17% of all affiliate traffic, leading to an estimated $3.4 billion in losses.   Ad Fraud Growth: Ad fraud is projected to cost advertisers $84 billion in 2023, accounting for 22% of all online ad spend, with expectations of this figure rising to $170 billion by 2028.   The benefits of implementing full-funnel validation are substantial:  Improved Attribution: Accurately identify which partners and platforms genuinely drive value—and which ones are manipulating the system.  Smarter Budget Allocation: Redirect spending toward high-performing channels and eliminate wasteful or fraudulent ones.  Real-Time Insights: Detects and addresses fraud as it happens, preventing damage before it escalates. Without full-funnel validation, many marketers are operating in the dark—especially in affiliate-heavy campaigns, where performance-based payouts create strong incentives for manipulation. Modern marketing demands more than just tracking conversions; it demands proof of authenticity. Full-funnel validation is the safeguard that ensures your data, decisions, and dollars are grounded in reality. Case in Point: 1000Farmacie’s Affiliate Campaign Was Underperforming—But Looked Great on Paper 1000Farmacie, a leading digital pharmacy marketplace in Italy, serves over 1 million retail customers with more than 800,000 orders annually. As part of its performance marketing strategy, the company relied heavily on affiliate partnerships to drive conversions and grow reach. On the surface, the numbers looked strong. But beneath that surface, there were serious issues affecting efficiency and accuracy. When mFilterIt stepped in, their full-funnel fraud detection and validation uncovered critical insights:  28% of affiliate traffic showed signs of invalid activity—including tactics like click spamming and cookie stuffing. A significant portion of traffic displayed non-human behavior patterns, such as:  Visits originating from data center hubs.  No mouse movement, scroll, or swipe behavior. Misattribution at the order level accounted for a large share of the problem, distorting ROI and misguiding budget allocation. To address these issues, 1000Farmacie deployed mFilterIt’s full-funnel validation and real-time fraud prevention stack, which included: Automated blacklisting APIs integrated directly with ad managers to block fraudulent sources in real time. Traffic quality validation from visit to conversion, identifying anomalies and flagging suspicious sessions. Omnichannel monitoring dashboards that offered transparency across paid and affiliate channels. Ongoing campaign optimization with a focus on reducing invalid traffic and correcting attribution errors. By validating 5.7 million visits and 60+ paid channel orders, and reducing incorrect attribution by 20% on affiliates, mFilterIt helped expose the disconnect between reported and real performance—proving that what looked like success was, in fact, driven by inefficiencies and fraud. The Outcome: Real Efficiency, Better Attribution, Higher ROI With full-funnel validation in place, 1000Farmacie was able to move from reactive to

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IPL 2025 Ads: Smart Brand Tips for Monitoring, Frequency & Fraud

Leave a Comment / Blog, Ad Fraud /

The Indian Premier League (IPL) continues to shatter records, not just on the field but also in the advertising arena. The 2025 season has witnessed a remarkable 29% increase in the number of advertisers compared to the previous year, with over 55 brands vying for attention during the first five matches alone.  However, with this vast opportunity comes significant risk. The surge in advertising can lead to overspending, ad fatigue among viewers, and an uptick in fraudulent activities targeting high-profile events like the IPL.   This blog explores how strategic implementation of ad monitoring, frequency capping, and fraud detection can be the difference between a successful IPL campaign and a costly misstep.   What will your brand get out of IPL advertising?   Here are the benefits your brand will get out of IPL advertising:  Fast Massive Reach   The Indian Premier League (IPL) isn’t just a cricket tournament—it’s a nationwide spectacle with a global fanbase. In the 2024 season, the IPL reached a cumulative audience of 546 million viewers on television alone, with digital platforms like JioCinema attracting an additional 620 million viewers.  This unparalleled reach offers brands instant national visibility.   For brands, this means instant national visibility. Doesn’t matter if you’re launching a new product or driving top-of-funnel awareness, IPL advertising is your opening batsman—aggressive, high-impact, and out to make a statement from ball one.   In most media environments, building this kind of reach would take weeks, even months. With IPL, it can happen in a matter of days, sometimes even overnight. You’re not just reaching people—you’re entering living rooms, conversations, and social media feeds in real time.   Hyper-Engaged Audience  IPL viewers are not just numerous; they are deeply engaged. During the 2024 season, JioCinema reported that viewers spent an average of 75 minutes per session, up from over 60 minutes in the previous season.  This substantial time spent indicates a highly captivated audience, providing brands with extended exposure and increased opportunities for message retention.   A neuroscience study revealed that during IPL 2024, viewers exhibited 1.2 times higher attention to ads on connected TVs compared to linear TV, and brand equity increased by 1.5 times on connected TVs.  This heightened engagement translates to more effective advertising, as audiences are more receptive and responsive to brand messages during the tournament.   Better Brand Recall  Repeated exposure during the IPL significantly enhances brand recall. The tournament’s high-frequency matches and extensive viewership provide multiple touchpoints for audiences to internalize brand messages.   Integrating advertisements with specific in-game moments, such as boundaries or wickets, further amplifies recall. For instance, Cadbury Dairy Milk’s #ThankYouFirstCoach campaign during IPL 2024, which featured heartfelt tributes to cricketers’ first coaches, resonated deeply with audiences and reinforced brand association.  By now you’ve understood the massive opportunity IPL advertising is. But over the years, there’s been a marked increase in programmatic ad buys and real-time bidding (RTB). Platforms like JioCinema have enabled precise audience targeting, allowing brands to bid dynamically for premium ad slots in real time. While this opens up opportunities for better efficiency and control, it also intensifies competition.   With thousands of brands vying for the same inventory, standing out without overspending becomes a strategic challenge. The very speed and scale of programmatic — if not managed carefully — can lead to frequency spikes, wasted impressions, or audience fatigue. For smart advertisers, this creates an opportunity: those who can balance agility with optimization can win both attention and efficiency.  Ad Monitoring  With millions of impressions served in real time across multiple platforms, devices, and geographies, this is not the kind of campaign you can set and forget. Without active monitoring, you risk losing both visibility and impact.  Performance dips, under-delivery, missed geographies, or even incorrect creatives can all quietly eat into your campaign effectiveness. These aren’t just technical glitches — they’re lost opportunities in a media moment that’s all about timing and precision.  This is where our Ad Detection & Analysis on OTT solution comes in. Built for high-velocity environments like IPL, it enables brands to monitor every single impression with precision — across CTV, mobile, and OTT platforms.  The ad monitoring solution provides comprehensive ad tracking, detecting when, where, and how your ads appear. Whether it’s during a top-billed match or a weekday double-header, you get complete visibility into ad delivery across regions, languages, and content types.  It also offers Peak Viewership Heatmaps, helping brands align their ad placements with moments of maximum audience engagement — ensuring not just delivery, but visibility when it matters most.  Performance is benchmarked category-wise, allowing you to understand how your brand stacks up against others in your industry. Plus, with regional and language-based analysis, you’ll know exactly how your ads performed in key cities like Mumbai, Delhi, Bengaluru, and across language feeds including Hindi, Tamil, Telugu, and Kannada.  In short, this isn’t just monitoring — it’s effective campaign intelligence, tailor-made for IPL-scale advertising.  Frequency Capping  With matches happening nearly every day and audiences tuning in across screens, the risk of overexposing your audience to the same ad grows rapidly. Too many impressions in a short span can lead to ad fatigue, reduced attention, and even negative brand perception.  This is where our Frequency Capping Management solution steps in. Built with IPL-scale dynamics in mind, it provides real-time control over how many times an ad is shown — per user, per device, per region, and even per campaign.  The platform checks every ad request against the cap limit before serving. If a device has already reached the cap, the ad is withheld — ensuring no overserving occurs. This allows for real-time protection against over-frequency, reducing media wastage and boosting campaign efficiency.  Brands can configure caps using multiple parameters:  Publisher-based: Set distinct limits per publisher or apply a uniform cap across all.  Geolocation-based: Adjust capping for different cities or regions.  Campaign-based: Apply caps tailored to specific initiatives or objectives.  Time-based: Control exposure over days, weeks, or months.  The system integrates seamlessly with ad servers and wraps creatives with a smart VAST tag that enforces these rules automatically

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pay-per-call

The Hidden Cost of Lead Generation Fraud in Pay-Per-Call Campaigns & How to Stop It

Blog, Ad Fraud /

If you are selling products or services online in the US, there’s a good chance that you have dabbled with performance marketing or pay-per-call (PPC) campaigns, as they are commonly called. In fact, these days, in order to drive any kind of business online at scale, PPC campaigns have emerged as a necessity, and for good reason. In a perfect world, PPC campaigns have the potential to provide businesses with high-intent leads that can easily be converted into paying customers. Many brands have deployed significantly large teams of sales experts to handle the leads generated by PPC campaigns and drive conversions. Unfortunately, the world isn’t perfect, and modern PPC campaigns are plagued with lead generation fraud. Fraudsters use a variety of simple and sophisticated techniques to defraud advertisers and waste their ad spending while making a quick buck in the process. The worst part is that the wasted ad spend has just a short-term impact on such fraudulent activities. In the longer run, scammers can skew the metrics that advertisers use to plan their campaigns. As a result, lead generation fraud can have lasting effects on any brand’s PPC performance. Let us look at this problem in more detail. The Problem: How Lead Generation Fraud is Hurting Pay-Per-Call Campaigns Lead generation fraud is a huge problem, especially for advertisers operating at a large scale. This problem can be made easy to understand by breaking it down into its components: 1. Fake and Invalid Leads The most noticeable impact of fake campaigns is the fake lead generation with the use of bots and duplicates. Fraud publishers employ bots and in some cases, real people to click on ads and generate calls. However, since these calls are generated with the sole purpose of defrauding the advertisers and securing unethical monetary gains for the fraudsters, they have no real intent behind them and never convert into paying customers. The only losing party in this mix is the advertiser who ends up paying for calls that have no chance of converting, no matter how well a sales team works on them. 2. High Volume Of Fake Engagements Fake and invalid leads generated with the use of bots of poorly paid employees of fraud publishers generate a lot of engagement but drive no real value. In fact, they drain ad budgets that could otherwise drive engagements that boost the business’ bottom line. Similarly, the fake calls generated also engage call center resources that could be otherwise used to engage with genuinely interested prospects. This reduces the operational efficiency of the call centers. 3. Lack Of Pre-Call Filtering Mechanisms Most businesses don’t have a mechanism for lead validation designed for filtering out bad and fake leads before their call gets connected to their call center. This results in increased cost-per-acquisition (CPC) for the advertiser. Impact of Lead Generation Fraud on Brands The impact of lead generation fraud on a brand’s campaigns may not always be obvious. However, knowing where to look can work to the advantage of advertisers trying to make the most out of their PPC efforts: 1. Revenue Drain If a brand has fallen victim to lead generation fraud, it means that they are spending a portion of their ad spend on fake leads. Depending on the severity of the problem, this wasted budget can make up a significant portion of the advertiser’s total ad budget. 2. Call Center Inefficiencies Fake leads, after an advertiser has unwittingly paid for them, land as calls to their sales team. As a part of their responsibilities, sales teams have to take these calls and spend valuable time attending to them. Since they never even have a chance of resulting in a sale, the entire ordeal ends up wasting the time of valuable sales resources. 3. Brand Safety and Compliance Risks If a brand is struggling with lead generation fraud, it usually means that its ads are being published by fraudulent publishers. The brand is also usually never aware of the kind of content hosted by such fraudulent websites. As a result of association with such publishers, the brand risks damaging their reputation and in extreme cases, failing compliance checks. 4. Distorted Marking Analytics Finally, such instances of fraud have the potential to skew the very advertising metrics that advertisers use to inform their campaign strategies. If, for instance, an advertiser notices that ads with a particular set of publishers are generating good engagement, they may be inclined to direct more of their budget towards these publishers. However, if the publisher is not generating genuine leads, it leads to the advertiser wasting more of their budget with them. Besides the cost of the wasted ad budget, the brand also ends up paying the opportunity cost of not directing their budget towards genuine publishers that could have enabled them to access genuinely interested prospects. Real Case This problem is exemplified by the case study of one of our clients operating in the banking sector. Our client was struggling with poor lead quality, with some campaigns registering as many as 98% of generated leads as fake. Besides the fake leads being sent their way from bad affiliates, the other challenge our client was facing was to improve the efficiency of their quickly growing call center, something that was being plagued by the menace of fake leads. Let’s look at how we helped our client overcome these issues with our tool’s state-of-the-art validation features. How mFilterIt Solves the Problem Leveraging its advanced AI-enabled technology, mFilterIt helps advertisers gain transparency in their lead funnel. Here are a few ways it solves the lead gen fraud issue for advertisers: 1. AI-Powered Click-To-Call Validation Mechanism Our AI-powered validation mechanism is designed to detect bot-driven call interaction. This is made possible with behavioral and network analysis to identify patterns and detect bot activity. Leveraging this feature, the mFilterIt tool is able to execute reliable lead validation before the call is ever initiated. This, in turn, improves call center efficiency by eliminating fake call connections.

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