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  • mFilterIt Expert

Rising Menace of Ad Fraud in the MENA Region

Digital adoption has recently witnessed a widespread adoption, be it from consumer’s end or by a brand. Covid has further provided an impetus to the ever-growing digital landscape. This accelerated adoption has given businesses the much-needed push to grab a large share of their business by reaching to their customers who’re now operating online.

The global digital advertising and marketing ecosystem set to become a $780 billion economy. As much as businesses have profited from leveraging digital advertising as a tool to reach out to their potential target audience, they’re often negligent or unaware about a bigger threat looming their marketing budgets- ad fraud. It is that threat which is eating out their actual customers, decreasing a brand’s ROAS and costing millions to the marketers. The unfortunate truth is that many aspects of digital marketing have been pervaded with fraud

The ad-fraud economy is now named one of the biggest markets for organized crime worth a staggering $50 billion. In 2020, digital media accounted for 70% of spending on MENA ad space in 2020 whereas online ad-fraud has risen by 46% in the MENA region since the beginning of the pandemic. This clearly highlights a potent challenge that brands have been reeling under. Brands have large pool of budgets allocated towards digital spends and it becomes imperative for the marketers to ensure that every dollar spent yields returns by maximizing ‘real’ engagement. Fraudulent activities such as click spamming, domain spoofing, fake installs among others can manipulate the campaign which directly impacts the advertiser’s ability to generate ROI.

Fraudsters have an army of bots at their disposal to infiltrate the campaigns and eat away the budgets which otherwise be used to target human users. As the digital world battles this complex phenomenon of ad fraud, there have been constant advancements in technological tools which build solutions to deter these fraudsters masquerading behind the digital screens. Today, ad fraud is common across all channels and devices. With more and more sophisticated forms of bot attacks and nefarious criminal activities engulfing the digital campaigns and become an evolving threat to the MENA region, mFilterIt takes pride in being a TAG verified member where our technologies are backed by machine learning technology and advanced algorithms which provide real time updates that weed out such attacks from the advertising campaigns and ensure that every dollar spent is every dollar earned.

TAG is having a significant impact on reducing ad fraud across the world – the USA, key markets in Europe and many markets in the Asia-Pacific region. This could save companies millions of dollars in advertising spend. Despite knowing that ad fraud is very real, for many in the industry, implementing strategies to combat the issue is an abstract concept. It is imperative that brands take responsibility for their own online safety – safeguard their precious digital spends from fraudsters who’re waiting to pocket your ad spends and deploy solutions to tackle this ever-evolving issue. A close examination of fraud on real time will help marketers and advertisers optimize conversions, reduce cost, and drive real human engagement. Ad fraud is a menace, and the ecosystem needs to come together to fight this battle as one single entity and simultaneous anticipate where it may arise next.

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