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combat mobile ad fraud

Mobile ad fraud: Frauds leading to fake app install and engagements

Blog, Brand Safety & Protection /

In this digital friendly ecosystem, massive usage of mobile and its apps has entirely changed the way of interaction. Be it games or booking a ride or internet banking, everything is based on apps which are funded by ads. So, ads play a vital role in making the content available to each and everyone. But the biggest threat to the contents which is supported by ads is ad-fraud. Mobile Ad fraud in App Ecosystem in the US Last year, according to Statista, The US market ranked third in mobile ad fraud with the estimated value of approximately 1.20 billion dollars. The most affected market was European which estimated to the loss approx. 2.05 billion dollars followed by Asia pacific market with app frauds estimated up to 1.5 billion dollars. Install fraud is a serious issue that sabotages the accuracy of the campaign metrics and waste advertising budgets. It causes financial and strategic harm to advertisers and app developers. Click Injection This technique is quite similar to click spamming but in a more advanced manner. It is more difficult for a user to detect this ad-fraud than click spamming. The only difference between the two is that in click spamming an indefinite number of clicks are used whereas in click injection, a single click is used at the time of download. It specifically targets Android based devices. This ad-fraud starts when the user downloads or installs a new app, fraudsters get a notification through Android broadcaster, and they trigger a fake click at that precise moment before the download is complete. This injected click gives them access to the user’s device tracking code which makes the click seem genuine. This not only leads to wastage of ad budgets but also mislead advertisers while making future campaigns as well as restrict them from using authentic and effective platforms. Click Spamming It is also known as click flooding or organic poaching. It is the most basic ad fraud used by the fraudsters or spammers to generate flood of fake clicks in order to take the credit as well as benefiting financially. This ad fraud is not only limited to mobile apps, but it is also being detected, now a days, on websites especially those accessed by mobile devices. This ad fraud starts when a user lands on a page or downloads an app operated by fraudsters. The moment the app is downloaded, the fraudsters start generating massive fake clicks on the app which continues to run in the background, of which the user is unaware. Most of the time, it looks like the user is interacting with the ad whereas they don’t even see an ad. The most common examples of such frauds are battery-saving apps or memory cleaning apps. These types of ad-frauds might result in defamation of brand reputation and wastage of ad- spend resources. SDK Spoofing SDK Spoofing, also known as replay attacks or traffic spoofing, is a bot-based ad-fraud. In this type of ad-fraud spammers fake installs and in-app events which appear authentic as the data from genuine devices is used although there is no actual installation. The fraudsters act as middleman and encrypt the data from SDK and its backend servers by adding code to an app. This results in generation of a series of installs for the app to be defrauded. In order to successfully ensure the implementation of preventive measures of these ad frauds, it is necessary to understand these mechanisms fully. It helps in safeguarding the investments of the market. How to combat mobile ad fraud in app ecosystem Advertisers must face difficult situations in the digital landscape where GIVT and SIVT bots are used. These bots impact key metrics at different levels such as pre-bid and post-bid, potential or bot-generated user clicks, app installation levels, or events like logins, sign-ups and registrations, etc. These may also include deposits or purchase transactions. In order to face these challenges, we check impression, click integrity, install validation, re-engagement, and post-back blocking to help the advertiser target and map their users in a better way. We check these key indicators at every stage. Conclusion It can be said that fighting against mobile app fraud is collaborative, highly technical and an incremental game of cat and mouse with fraudsters. This combined effort of multi-dimensional defense makes the app ecosystem much less vulnerable to the menaces of ad fraud. This can be done through using mobile fraud detection tool.  Get in touch to learn more about the mobile app fraud.

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brand infringement

Preventing Brand Infringement: An Interactive Game of Real or Fake

Blog, Brand Protection /

The rise of social media and online platforms has made it easier than ever for copycats and counterfeiters to steal your brand’s identity and reputation. Your understanding of online reputation management, advertising analysis, and brand protection will be tested in this interactive game of Real or Fake.     Brand infringement happens when illegitimate parties use a brand’s name, logo, or other intellectual property, or product design without permission.  This can lead to confusion, dilution of brand value, and ultimately, the legitimate brand owner may eventually lose out on revenue and reputation.   These brand  infringement may take various forms, such as counterfeit products, cybersquatting, and unauthorized online advertising.  Why is brand protection important?   In today’s digital marketplace, a brand is more than just a name or a logo. Its identity, reputation, and values are embodied by this indispensable asset.  A single fake item can damage a brand’s reputation that has been developed and earned over the years.    Products that are pirated or counterfeit can cost a sizable amount of money out of the pockets of the rightful owner of the businesses.   Common Strategies used by infringers   To take advantage of well-known brands, infringers use a variety of tactics.  One of the widely used methods is counterfeiting, that entails creating phony, often inferior replicas of branded products and offering them for sale as authentic are:     The term trademark infringement describes the act of registering a trademark in a jurisdiction where the original brand is not yet registered. Cybersquatting on the other hand, is the registration of domain names that bear similarities with the well-known brands. Typo Squatting refers to the technique of registering domain names that purposefully misspell or modify well- known brands names. The registration of a domain name that is exactly or nearly identical to someone’s name is known as name jacking. In trademark infringement, keyword advertising refers to the techniques of using competitor’s registered terms as keywords in paid search advertisements. Online Marketplaces counterfeit goods are sold there by taking advantage of the anonymity and worldwide reach of e-commerce platforms.   It is difficult to control and monitor unauthorized sales of such products due to the widespread use of such activities.    Need for identifying trademark violations  Distinguishing between real and fake products can be challenging, even for knowledgeable customers.  It is imperative for brands to keep an eye on how their intellectual property is being used within the digital ecosystem.    Brands need to establish a thorough detection and prevention system against infringement on web, apps, social media, e-commerce, and other media platforms to remain safeguarded.   Furthermore, counterfeiting can also direct potential customers to dishonest company businesses. The global counterfeiting market costs billions annually, highlighting the urgent need for robust brand protection strategies.  How to mitigate the risk of brand infringement Combatting brand infringement requires proactive measures and advanced tools. To tackle the growing menace of brand infringement, mfilterIt provides brand protection solution Sentinel+ designed to safeguard brands in the digital realm.   It includes real-time monitoring which involves the system’s continuous Scanning of websites, and e-commerce platforms, to detect unauthorized use of trademarks, logos, and products through open-source intelligence.   A construction and real-estate brand identified and prevented brand infringement cases. Using machine learning based automations, processes were established for cleaning, tagging, and categorizing collected data.    Fake Websites impersonating the company domain name were identified. Unauthorized Facebook Ads using construction firm Logo/IP detected. Fake social media handles were also identified. Fake customer care numbers.   Given the vast digital landscape, manual tracking and monitoring is impractical. mFilterIt deployed its proprietary AI, ML and Open-Source Intelligence (OSINT) tech identify infringement cases across platforms within a short span of time.   Final thought   Brand protection solution is essential in safeguarding a company’s reputation, revenue, and trust in the brand. And mFilterIt’s Sentinel+ provides insightful solutions in maintaining it. As the battle between real and fake continues, staying vigilant with the right approach is key to win over these threats.   Get in touch to learn more about the Brand protection solution

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brand protection solution

Are You Tracking Your Brand Mention in The Digital Landscape

Blog, Brand Protection /

In today’s hyperactive and fast-changing world, to stay ahead, a brand must maintain its strong online presence. This can only be done by tracking brand mention on the internet. Now the important question that arises here is: What is Brand Mention? In common layman’s language, brand mention means talking about your brand. The only difference, here in the online world, is to talk about or mention it either in social media posts news articles blogs, or any other social media platform. The advantage of brand mention is that it results in having a better brand reputation through engaging the audiences to stay ahead of the competitors.  Why does a brand need to track brand mention?  Brands need to track brand mentions for the various reasons:  It helps in understanding what people think of the brand. The positive mention shows their appreciation, approval, satisfaction, and support. On the other hand, negative mention shows that improvement is needed to enhance the strategies. In this way, any potential crisis or issue can be monitored quickly. It helps in enabling a real-time engagement with the audience. This means that when the brand responds to the audience’s review, be it positive, negative, or neutral, the brand shows its trust in its audience, and they feel their opinion is held in high esteem. This strengthens the brand-audience bond. It also helps tailor the brand’s marketing strategies as the brand has prior knowledge of where and how often the brand is being mentioned. It provides more effective visibility to the brand, resulting in increased sales.  How do brand mentions affect business reputation?  A brand’s reputation is one of its most important assets as it directly depends on the brand’s mention as they can either uplift or shatter the brand’s image. For example, likes and positive responses on an impressive blog can divert huge traffic to your website. This works in the same way as it used to in the traditional marketing days where word of mouth played the most important role in boosting a company’s sales.   On the other hand, negative or sarcastic reviews can hurt the brand’s reputation, if the brand does not respond quickly to them. Even one negative or doubtful feedback is enough to make a dent in the brand’s potential sales. This is where brand mentions come in handy. As soon as a brand detects any negative comments, it leaps into timely action and takes the right measures to reduce their impact.  This can also help in the effectiveness of a PR or marketing campaign. Mentions before and after a campaign reflect the impact on the brand’s reputation. It even helps in framing future strategies.  Challenges in brand reputation management The first challenge to be faced by the brands is the huge amount of data and countless platforms and social media channels where it is mentioned. Monitoring all this manually is next to impossible thing. So, specialized tools and software play a vital role in maintaining track by automating and ensuring that nothing important is missed.  Another challenge faced by the brand is speed-related. Any negative mention can go viral in no time and may cause huge damage to the brand’s reputation. This problem can be solved by having a proper crisis management strategy and responding promptly. Multiple times, it is difficult to decipher the true meanings of each mention as all the mentions are not straightforward. They might be sarcastic too. This challenge can be overcome by using advanced tools and responding appropriately. Last but not least challenge is maintaining consistency in the response. It should be clear and consistent, be it positive or negative. It should reflect the personality and values of the brand.  Best strategies to monitor your brand mentions  The advanced social media monitoring tools that help in the automation of mentions should be used which can track different platforms.  Besides tracking the brand name, setting up alerts for related keywords and product names should be done to know about the current and future trends of the brands and their competitors.  Manipulative social media tools should be used as this is where the bulk mentions occur.  Engage with the real-time audience as it shows that the brands care about their feedback.  Keeping a close tab on competitor’s strategies and actions also helps in finding new opportunities.  Reviewing and refining the strategies at regular intervals also helps in enhancing the brand’s reputation.  Conclusion   In this digital world, tracking brand mention, keeping in mind the sentiments of the audiences, has become essential for safeguarding the brand‘s reputation. This can be done by implementing appropriate advanced tools such as mFilterIt Brand Protection to stay ahead of the competitors. The monitoring of the feedback by adopting a dynamic approach can ensure a brand is more successful.  Get in touch to learn more about the Brand Mentions.

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click-fraud-in-south-east-asia

Click Fraud Menace Damaging Ad Efficiencies in Southeast Asia

Blog, Brand Safety & Protection /

Southeast Asia is a rapidly expanding market that is expected to generate a revenue of $38 billion by 2025 from its digital services. With the numbers involved, this growth will present lucrative opportunities for businesses to reach a vast audience through digital advertising channels.    However, it also draws perpetrators’ attention seeking to use vulnerabilities in online advertising for their benefit, and click fraud is one of them which has emerged as a menace for businesses and marketers.  What is Click fraud?  Click fraud refers to the practice of artificially inflating the number of clicks on pay-per-click ads with the intent to generate revenue. This fraudulent tactic undermines the credibility of the digital marketing initiatives in addition it wastes advertising budgets.  Click fraud can take various forms   Such as click spamming, click injection, and automated clicks using bots. SIVT (sophisticated Invalid traffic) pay-per-click spamming is the most popular technique for simulating performance. Here random clicks are fired to capture the organic sale.  For the app users click injection is the most frequently faced fraud, a malicious publisher (app) on the phone detects that the consumer is using the ‘XYZ APP’ and injects a click in the background. This click has been injected to capture the user’s presence on the app to manipulate the attribution. This shows the complexities and evolving nature of ad fraud.     The Rise of Digital Advertising in Southeast Asia   Over the past decades, digital advertising spending has increased dramatically throughout Southeast Asia.  The rise of internet penetration rates in nations like Indonesia, Thailand, Vietnam, Malaysia, and the Philippines has accelerated the use of digital services. The Southeast Asia e-commerce market is projected to reach $133.6 billion by 2025. Revenue is expected to show an annual growth rate (CAGR 2025-2029) of 8.79%, resulting in a projected market volume of US$187.16bn by 2029.     Because of this, companies are making significant investments in PPC advertising and other digital marketing techniques to connect and interact with their target market audience.  Vulnerabilities to Click Fraud  However, concerns over click fraud and other online fraud issues are expected to restrain the market’s growth.  Click fraud exploit these vulnerabilities through various means such as Automated Bots, Competitor Clicks, and Misleading Publishers.  While Click farms are the simplest and most common way to execute click fraud.  In some cases, publishers reward visitors or users in exchange for clicking on an ad.    Let’s understand this  To avoid being detected or discovered, sophisticated bot networks are designed to click on advertisements by imitating human behavior.    Companies or people may commit click fraud to drain rivals’ advertising budgets or boost their advertisement performance metrics. Some websites may engage in click fraud by displaying ads, especially on MFA (Made for Advertising) sites where the possibility of coming non-human traffic is even higher.   The impact of click fraud on the digital ad ecosystem in SEA   According to Statista, the entire cost of advertising fraud was projected to be close to $100 billion in 2025.   The Asia-Pacific region, which includes six SEA countries, was hit with losses amounting to $75 billion. This indicates that click fraud is a significant issue in the SEA digital ad ecosystem.  The repercussions of click fraud are profound:  Financial losses – Advertisers end up paying for clicks that do not result in genuine customer engagement or conversion.   Erosion of trust – Inaccurate performance metrics can lead to misguided strategic decisions and reduced confidence in digital advertising platforms.  Click integrity monitoring to Reduce Click Fraud   Identifying click fraud is the first line of defense. After identifying the sources, the defense can be done through click integrity monitoring.  Mitigating the negative effects of click farms on the advertising industry is not an easy task.  However, solutions like mFilterIt a leading provider in click fraud protection software, offer Valid8, an AI ML-based tool designed to combat click fraud effectively.  Case highlight   For instance, take the case of global brands in the travel & tourism sector. Where client’s objective was to attract new customers via search and display ad campaigns. Acquiring traffic from various meta platforms to their website and conversions on flight bookings. Despite healthy spending, the conversion rate was low.  Fig. 1.0: Ad traffic validation with mFilterIt Valid8  To ensure cleaner traffic and improve the conversion rate, we started the blacklisting process. It showed good results within 3 months, and mFilterIt valid8 helped them significantly optimize their conversion rates. The conversion rate improved to 1.37x.    KPIs such as visit quality and conversion rate improved significantly (As shown in Fig.1.0)  A Proactive approach to build Trust Through Transparency  With real-time monitoring valid8 continuously monitors incoming clicks to detect the patterns indicative of click fraud. It analyzes the behavior and the legitimacy of user interactions with ads. IP addresses associated with fraudulent activities are blacklisted in real time, preventing further abuse.    Advertisers can configure specific rules that are customizable according to the unique requirements, enhancing the accuracy of fraud detection.  The way forward   For businesses operating in Southeast Asia, click fraud can have serious repercussions in the form of distorted performance metrics such as click-through rates (CTR) and further conversion rates, making it problematic with reduced ROI for brands. And damage the brand’s credibility and reputation.     But by adopting proactive strategies, and solutions like mFilterIt who believe in fostering transparency brands as well as businesses can navigate through it.  Get in touch to learn more about Click fraud in the Digital Ecosystem of Southeast Asia

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navigating-the-beauty-industry-eCommerce-intelligence-in-the-middle-east

Beauty Industry and Personal Care: eCommerce Analytics to Boost Brand presence in the Middle East Region

Blog, Digital Shelf Analytics /

Nothing under the sun is indeed new.  However, as technology advances, so do our approaches to timeless ideas. E-commerce stores replaced physical stores, and virtual try-ons with augmented reality are helping customers decide on product purchases across categories like fashion, appeals, home decor, beauty & personal care, etc.   Among these categories, the beauty and personal care segment is blossoming in the Middle East region with high demand for luxury skincare and beauty products with stiff competition between local brands and global giants.  The segment is no longer an exclusive segment but a regular need. The Middle East region which covers the dynamic market of the UAE, and the Kindom of Saudi Arabia, are highly profitable digital landscapes. However, to stay ahead must use eCommerce analytics to stay ahead of the competition and satisfy changing customer needs.  The Rise of Beauty and Personal Segment And Need for E-Commerce Analytics According to Statista the revenue generated in the Beauty & Personal Care Market in UAE is projected to reach US$1,218.00m in 2024.  Furthermore, in the beauty & Personal Care market, it is estimated that 24.1% of the total revenue will come from online sales by 2024.  Middle East Region E-com Analysis Local and foreign visitors make up a sizable portion of the consumer base in the major urban cities like Dubai and Abu Dhabi account for most of the UAE’s cosmetics product market.    The region’s beauty and personal care products market is forecasted to grow from $23.30 billion this year to USD$28.40 billion by 2028.  The market can be segmented based on product type, distribution channel, and price range. The product types include skincare, haircare, makeup, fragrances, and other personal care items.  Fig. 1.0: Beauty and Personal Care Segment The beauty and personal care market in the Middle East is expected to grow significantly by 2030, with a steady annual growth rate of 7.2%. Market Restraints   Competition from Counterfeit Products: The market is confronted with the problem of counterfeit cosmetics, which puts consumers’ health at risk. The presence of counterfeit products damages legitimate brands’ reputations and erodes customers’ confidence in brands.   As the digital e Commerce market restraints its best practices, how do you stay ahead of the curve?   As beauty brands focus on launching new products, they should also incorporate fundamental changes in such a competitive market to ensure their e-commerce brand stands out.  The Role of eCommerce Intelligence in the Market   Data is the new currency in the world of e-commerce. You can gain valuable insights into customer behavior, preferences, and trends by using analytics. eCommerce analytics helps brands adapt to market trends, target the right consumers, and stay ahead of the competition.    Understanding the customer’s journey and preferences is crucial for effective marketing. It enables brands to segment their audience based on share of voice, purchase history, and sentiment analysis allowing for personalized marketing campaigns.    This targeted approach increases the likelihood of converting potential customers into loyal ones.    What is the Future of e-commerce in the Middle East?   The future of eCommerce greatly depends on well-connected, digitally savvy audiences. And the Middle East has it all!    The statistics and trends show that Internet penetration is close to 90%, and 70% of users already purchase products through the internet. This is a great target audience of potential buyers for brands. In general, approximately 85% of all buyers are tech-savvy.  Tracking trends and competition with e-commerce intelligence To navigate the complexities of the eCommerce landscape with e-commerce intelligence mScanIt, a comprehensive solution adaptive to market trends covering the awareness phase, consideration, and purchase phase mScanIt optimizes the entire eCommerce customer journey covering a wide range of metrics, including keyword share, availability, pricing & content optimization, e-com ad banner analysis,  delivery TAT, sentiment analysis, seller analysis, etc.   The Path Forward   The beauty and personal care market in the Middle East presents immense opportunities for brands. However, to take advantage of this profitable market, companies must use eCommerce analytics to satisfy changing customer needs. Solutions like mFilterIt’s mScanIt provide the strategic approach needed to navigate this dynamic market, ensuring brands can adapt, compete, and thrive.  Get in touch to learn more about eCommerce Analytics in the Middle East.

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Fraud Detection

Ad Fraud in the USA: Low ROI and high ad spend

Blog, Ad Fraud /

In the fast-changing world of digital marketing, the United States is the leading country in the rapid growth of advertising field. But as the saying goes every coin has two faces, this development is followed by numerous ad frauds. Ad fraud not only depletes budgets for campaigns but also undermines the sincerity and success rate of online marketing activities.   This blog post is about how the US has witnessed an increasing rise in ad fraud, why advertisers should be concerned about it, and possible mechanisms that can be used to shield advertising campaign budgets from further decline caused by this widely spread problems.  Rapid Growth of US Ad Landscape?  Since the last decade, the American digital ad landscape has experienced enormous expansion such as advanced technological strategies, wider internet access, and the advent of social media platforms.   According to Statista, Ad spending in the US market is expected to reach 421 billion dollars in 2024. In 2024, with a market volume of 143 billion dollars, TV & Video Advertising is the largest market there. When compared globally, the United States will be held for the most ad spending in 2024, 421 billion dollars. 82% of the total ad expenditure is predicted to originate from digital advertising in 2029 within the Advertising market. The projected average ad spending per capita in the TV & Video Advertising market is US $420.70 in 2024. In the United States, 87% of the revenue of the advertising market is predicted to be generated through programmatic advertising in 2029. The United States advertising market is inclining more towards personalized and targeted digital campaigns in order to track targeted customers to maximize its ROI.  Digital advertising has become an essential part of business marketing strategies due to the increased use of mobile devices which has led to online shopping trends among consumers. It offers marketers real-time campaign performance measurement capabilities that were not prevalent in olden times. As such they are now able to track consumer behavior or even target certain demographic groups unlike in other forms of advertising thus making them more attractive because they offer immediate results on the investment made by marketers.  However, this rapid growth in the digital advertising scene has also attracted cybercriminals who are interested in capitalizing on their gains by exploiting its vulnerabilities. Advertising fraud is a serious problem that harms ad budgets and distorts campaign analytics.  Ad Fraud draining the campaign budget of Advertisers in the USA  Fraudulent practices in advertising include many forms of deception intending to influence digital advertising metrics. Different strategies such as click fraud, impression fraud, domain spoofing, and conversions. Hence advertisers must pay for interactions without gaining any real value.  Financial Impact  The financial consequences of ad fraud are astonishing which results in the loss of billions of dollars in the US alone. Advertisers spend considerable amounts of money on ads for their campaigns but the result that they get is that some of the percentage is stolen by the fraudsters. This reduces both the overall effectiveness of their marketing efforts and undermines trust in digital advertising generally.  Distorted Analytics  The strategies used by the advertisers to measure the performance of campaigns are made unreliable. This can lead to unreliable decisions made by the companies as marketers might optimize strategies based on misinterpreted data which may result in further harm.  Brand Safety  Ad fraud harms brand safety by placing ads on fake and fraudulent sites. Apart from depleting ad spend, this kind of situation may also ruin a company’s reputation if its ads appear alongside offensive and harmful content. Therefore, maintaining consumer trust along with preserving brand reputation means ensuring your ads are displayed at reputed websites only.  Market Competition  Deceptive activities create an artificial demand for ad space that raises prices; thus genuine advertisers may have to spend more on ad placements. This practice is unfair to smaller brands and newcomers without substantial budgets.   How can advertisers protect their ad campaign budget from ad fraud?  By adopting protective measures, advertisers can counteract these risks and ensure that they get genuine value within their allocated budget. Some of the measures are as follows:  Utilize Advanced Fraud Detection Technologies  Machine learning and artificial intelligence are some of the tools that help in detecting and stopping fraudulent activities in real time. These solutions use big data analytics to identify abnormal characteristics or patterns that may suggest fraud, thus providing the advertisers with a vital cover against it.  Partner with Reputable Ad Networks and Verification Services  By working with reputable ad networks and third-party verification services, transparency and accountability in advertising can be improved. Such firms have appropriate measures for verifying ad interactions and ensuring that ads are only shown on authorized sites, thereby minimizing the chances of fraudulent activities.  Set Clear Contracts and SLAs  An agreement which has explicitly set defined terms of service (SLAs) for partners as well as ad networks will make sure that place is responsible. They should also have clauses pertaining to fraud detection and prevention specifying the obligations of all parties involved.  Engage in Industry Collaborations  To obtain access to shared knowledge bases, resources, etc., advertisers need to participate in industry-wise collaborations like Trustworthy Accountability Group (TAGs), and Interactive Advertising Bureau (IAB). These partnerships develop benchmarks and best practices to battle against ad fraud and attain a safer digital advertisement environment.  Conclusion Ad fraud is becoming a common nuisance due to the increasing influence of digital advertising fraud in the US. As these activities greatly impact advertisers’ monetary, analytical and reputational phase, it has become mandatory for them to take precautionary measures to safeguard their business by using innovative technologies based on reliable resources and creating awareness through education.  Get in touch to learn more about ad fraud in the USA.

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programmatic-advertising-in-uae

Optimize Your Programmatic Advertising efforts to stand tall in UAE

Leave a Comment / Blog, Digital Advertising /

The advertising landscape in the UAE is witnessing an astonishing transformation. Advertisers are extensively moving towards Programmatic advertising for precise targeting and delivering personalized and relevant ads.   Programmatic advertising employs data and technology to ensure that the right message gets to the right person at the right time, thereby increasing the effectiveness of overall marketing campaigns.  What is Programmatic Advertising? Programmatic Advertising is a computerized method of technology for online buying and selling of advertisements. This technique uses software and algorithms to buy ads, making it more methodical and systematic than traditional methods. Instead of directly purchasing ad space from the publishers, advertisers employ different platforms as well as tools to focus on specific audiences and balance their ad expenditure in real-time.  Challenges in Programmatic Advertising While programmatic advertising has a lot of benefits, it also has some challenges as well. Here are some challenges:  1. Ad Fraud in Programmatic Ads A serious issue related to the programmatic ad ecosystem is ad fraud. These fraudulent activities could lead to the offers being wasted and may be very poor in terms of ad campaigns; for instance, fake impressions and click fraud. Advertisers need to apply robust measures to fraud detection and prevention to protect their investment.  2. Brand Safety with safe Ad placements Another critical challenge in the programmatic challenge is brand safety, which refers to making sure that ads are not placed alongside inappropriate or offensive content. Ensuring this will help reduce the risk by taking steps for brand safety and involving trusted partners.  3. Ad Placement Relevancy Ad placement relevancy enables AI-based contextual level targeting that focuses on elements, logos, faces, keywords, objects, sentiments, and more for brands to place the right ads in the right ad space. We provide custom targeting and exclusion themes and accurate detection of unsafe content across a comprehensive set of brand safety categories as per the GARM guidelines.  Optimizing Programmatic Advertising in UAE Programmatic Advertisement has several advantages that make it a preferred choice for many advertisers.   According to Statista, In the digital Advertising Market, 76% of the digital advertising revenue will be generated through programmatic advertising in 2028, demonstrating the rise in embracing data-driven strategies and technologies in the advertising landscape.  Here are some important benefits associated with the system:  1. Enhance Efficiency in Ad Campaign Programmatic buying brings efficiency to the process of ad buying by reducing the time and effort used in negotiating and placing ads manually. Such automation frees up the workflow so that advertisers can focus on strategy and creative development.  2. Add Precision in Ad Targeting Programmatic advertising uses data and sophisticated targeting options to ensure that messages reach the most relevant audience. The more precise targeting, the more likely it is that customers will engage and convert-maximizing ROI for major brand advertisers.  3. Make advertising Cost-Effectiveness It allows advertisers to optimize ad spending against key target audiences and adjust in real-time for better ROI. It ensures that the ad budget is used effectively by reducing waste, hence improving campaign performance.  4. Real-Time Optimization of Ads One of the major benefits to advertisers employing a programmatic buying approach is that the campaign may be optimized in real-time. During the campaign, according to its performance, there is a change by the advertiser to maximize the effect and relevance at the point in time.  5. Transparency in Ad Performance It provides transparency into the buying process. This enables advertisers to benefit from granular reports and analytics to trace the performance of campaigns back to derived insights on the audience’s behavior.  Fig. 1.0: Web programmatic ad campaign with mFilterIt Valid8  For Instance, a global brand in the energy sector was running an audio and display (banner) campaign to boost visibility and audience reach on platforms like DCM and DV360. However, they were experiencing low reach and engagement and did not seem commensurate with their digital spending. mFilterIt Valid8 helped them optimize their ad spending and started blacklisting all the traffic anomalies. This resulted in significant improvement in their traffic and ultimately resulted in improved conversion rates by 5% and increased ROI on digital spending by 14% (As Shown in Fig. 1.0)  Effective Programmatic Ad Optimization Strategies 1. Frequency Capping in Programmatic Ads Frequency capping refers to a process whereby the number of times an ad is exposed to a user is constrained within a given period. This approach will avoid ad fatigue and prevent users from seeing creatives repeatedly on the ad. It allows advertisers to set frequency caps for the maintenance of a good user experience and better campaign performance.  2. Retargeting Ad campaigns Retargeting the ads is an important way to serve ads to users who interact with your brand or website. With the help of DMP data, advertisers can identify prospects who express interest in your products or services and deliver customized ad content to encourage further conversions.  Conclusion  The digital marketing landscape has been transformed by programmatic advertising as it automates and streamlines the process of buying ads. This strategy has increased the number of advertisers who choose programmatic methods. Despite its advantages such as efficiency, precision, and cost-effectiveness, it involves many complications including ad fraud, and brand safety issues among others. If advertisers comprehend how programmatic ads work and use appropriate optimization techniques, they can unlock the true potential of programmatic advertising and realize their marketing objectives.  Get in touch to learn more about programmatic advertising in UAE.

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sentiment-analysis

Sentiment Analysis, Insights and Intelligence: Are You Monitoring Your Product Ratings and Reviews?

Leave a Comment / Blog, Digital Shelf Analytics /

In this competitive world, to maintain their brand image and ensure customer satisfaction, brands must comprehend the customer mindset and the most effective way to do it is through analyzing ratings and reviews. This helps the brands understand the perception of the customers, acknowledging the problems in advance and making smart choices to improve beforehand.  Why do brands need to monitor ratings and reviews?  The tracking of customer ratings and reviews is very important for Brands for many reasons.  Keyword Sentiment theme    Ratings and reviews reveal customer’s sentiments and mindset, aiding keyword sentiment theme analysis. Brands spot frequent topics and feelings in customer comments and thus get ideas and strategies to shape marketing and communication to meet customer needs.  A gap in product performance   There is often a gap between customer expectations and the actual performance of the product. These reviews, when closely monitored, can make brands aware of specific problems that customers face, for example, faulty design or quality issues as well as unmet features. By improving on these gaps in the offering, customer satisfaction and loyalty would be increased, hence creating a better product.  Share of search optimization  Ratings and reviews help the brands to remain on top in search of visibility. The chances of more consumers tracking increases with the more stars you earn. The reason behind this is that positive ratings attract more customers whereas negative reviews can damage the reputation of brands.  Sentiment analysis on customer feedback theme  Automate positive & negative detection  The computer software programs scan positive and negative reviews and stars given by customers. Sentiment analysis on customer feedback involves the use of advanced algorithms and natural language processing (NLP) techniques. This quick, easy-to-use process gives useful insights into understanding the behavioral pattern of the customer without much effort.  Trend Analysis and Brand-Wise Analysis  Sentiment analysis reveals trends and compares competitive brands over time. It helps in predicting what customers might do next, modifying their marketing plans accordingly, and staying one step ahead of competitors.  The essence of brand analysis is to allow comparison of the company’s performance with that of other firms. A company can easily identify its strengths and weaknesses by understanding how customers perceive different brands in the same industry and make strategic decisions to improve their market position.  Insights into Q&A themes  There is an element of sentiment analysis that brings out Q&A themes. This is the practice of analyzing customer reviews for frequently discussed questions and answers. Awareness of these themes will enable brands to address common customer concerns, better their offerings, and increase customer satisfaction.  Impact of Customer Feedback Analysis   Optimize product experience  The significance of customer feedback analysis in optimizing product experience is huge. Becoming sensitive to what consumers like and do not like about a given product helps brands make informed decisions about improving features, upgrading quality, and meeting customer anticipation. This leads to increased customer satisfaction, loyalty, and ultimately, higher sales.  Insights vs competition    Customer feedback analysis provides one with an edge over the others. By comparing the competitors’ feedback with those of customers, brands can recognize where they surpass their rivals or need improvement upon. As such, these findings enable brands to take pivotal steps that set them apart from the competition.  Moreover, refining marketing and communication strategies are other ways through which organizations benefit from customers’ comments analysis. By knowing customers’ main themes of discussion and the feelings expressed by them, firms can create messages that resonate well with their target audience. Therefore, this personalization increases client involvement while it also helps build brand loyalty, eventually increasing sales.  For a brand to meet customer needs, improve its products, and maintain a positive brand image; it must be capable of monitoring and analyzing ratings as well as reviews effectively in an era where customer feedback is readily available online. Brands that want to excel in the present dynamic market cannot afford not to invest in rating and review analysis, because it is not only a strategic advantage but also a necessity.  Conclusion   Consequently, brands that hope to succeed in the present-day market competition must keep themselves ahead of customer sentiments through rating and review analysis. Ratings and reviews can provide key insight into how customers perceive a brand and identify areas in which product performance is lacking leading to data-driven decisions that could enhance their products and services.  In an era where online consumer feedback is available at the click of a button, brands that effectively oversee ratings and reviews will be better placed to understand customers’ wants, perfect their products, and maintain a good reputation. In today’s dynamic market, investment in rating and review analysis is important and a must-have for firms that want to thrive.  Get in touch to learn more about sentiment analysis.

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Affiliate Monitoring in the US Market

Leave a Comment / Affiliate, Blog, Brand Safety & Protection /

In the US market, affiliate marketing is flourishing as businesses lean on strategies based on affiliate marketing to attract followers, and revenues by escalating their sales and creating brand awareness. But the boom in affiliate marketing also leads to complex strategies to follow and invites fake and sham activities potentials. This is the point where the need for strong affiliate monitoring procedures is required which can guarantee authenticity and adequate practices. Affiliate Marketing is expected to reach a valuation of $32.3 billion in 2024 and $48 billion by 2027.  Let’s explore how affiliate monitoring can be an effective tool for venturing into affiliate marketing and its benefits. These strategies for affiliate marketing will aid us in enhancing our sales. It also includes a relevant case study based on relevant data to support our discussions. Why do brands need Affiliate Monitoring?  Affiliate marketing is collaborating with several networks and many affiliates. Thus, the advertisers must have a system of monitoring the activities of these networks and their affiliates. It involves looking at how each affiliate promotes, raising or lowering the commission paid to an affiliate, guaranteeing brand compliance and legal conformity with large, historical data analysis/monitoring, etc. 1. Safeguarding the brand’s reputation  To establish a reputation and brand name requires a lot of hard work and time. The customers are the main contributors to this process whereas the marketing teams improve the reputation of their brand as well as aid in increasing the followers and customers to escalate sales. Some of the malicious affiliates frequently reroute users and install cookies on the computers or browsers to increase sales. 2. Complying with Government Regulations and Brand Compliance  Marketing affiliates make strategies to promote their products and services for their advertisers to use. Many countries frame policies and guidelines to protect consumers from online fraud and hackers and the brands must adhere to these regulations. 3. Preventing the Hijacking of Customers’ Journey  Once the consumer accepts the cookies while opening an app or advertisement, they provide access to malicious affiliates of their data and searches they make on their system. It allows them to use this information to divert customers to rival brands and increase their profits. In this way, they deceive both the brands and the consumers. 4. Reducing the Marketing Budget of Advertisers  Frauds involving affiliate marketing were responsible for $1.4 billion loss in ad spending.  Brands should monitor their affiliate networks to ensure that they save resources of the marketing budget on these fraudulent strategies. Rather affiliates should use it wisely to prioritize strategies to attract more traffic to their brands’ websites. Impact of Affiliate Monitoring  Fraud Prevention Affiliate monitoring plays a critical role in detecting and preventing fraud in clickbait advertising, fake leads, and unauthorized content usage for instance. Through strong monitoring systems, brands can reduce their exposure to fraudulent activities thus protecting their investments. Improved ROI  Through the data-driven insights provided by affiliate monitoring, significant improvements in ROI can be made. For example, IAB’s report indicates that e-commerce sales driven through affiliate marketing amount to 16% in the US. The brand shall also have a good opportunity of identifying effective affiliates as well as tweaking its strategy correctly depending on how it monitors the situation. Maximizing their marketing investment enables brands to focus on unique traffic sources from reliable sites that have been proven to bring results. Compliance Assurance  Apart from this, another major advantage of using an affiliate monitoring program is that it ensures compliance with industry regulations and brand guidelines. It was federal policy that ensured consumer rights were protected during the dot-com boom. For instance, The Federal Trade Commission (FTC) has strict rules governing advertising disclosures and consumer protection. This means all affiliates should be aware. Upgrade Your Tracking Efforts for Better Performance  The information that affiliate monitoring provides in united states is helpful for various performance metrics. This can be seen by the available data from PMA, which shows that on average, it has a 1% conversion rate in affiliate marketing. Conversion rates, customer acquisition costs, and AOV (average order values) are some of the metrics that these monitoring tools can track in real time. Such insights help brands in making data-driven decisions as well as constant optimization of their affiliate programs to enhance their performance. What brands should do to optimize Affiliate campaigns?  Affiliate marketing has gained popularity as a means for firms to advertise their products or services and make profits. However, all affiliate campaigns are not successful, and many businesses find it difficult to optimize their campaigns to maximize returns on investments. Be Clear About Your Guidelines The success of an affiliate program depends on clear and comprehensive guidelines. CJ Affiliate’s survey reveals that 73% of publishers prefer working with brands that offer guidelines that are clear and transparent. Such guidelines should tackle how ads are promoted, copyright concerns, and compliance requirements to ensure the brand’s values and goals are respected by affiliate marketers. Employ Sophisticated Monitoring Tools  Modern tracking tools are essential in automating the tracking process. Tools such as Impact, Tune, etc. have features that include fraud prevention strategies, and detailed strategies among others. It not only reduces manual work but also increases accuracy hence allowing the brands to focus on building growth strategies. Monitor Your Affiliates Regularly  Regular performance reviews help in identifying both top-performing affiliates and poor performers. According to an eMarketer report 81% of marketers believe that Affiliate marketing is a key driver of customer acquisition. Brands can provide additional incentives to their best affiliates while resolving issues and boosting underperforming ones thus increasing overall effectiveness. Keep Up with Market Dynamics  Keeping pace with emerging trends and new processes in affiliate marketing is imperative. The study done by Statista reveals that there are prospects of developing at a CAGR (Compound Annual Growth Rate) of 10% in the industry by 2025. That shows how important it is to stay informed about industry changes so that strategies can be adapted and take note of any fresh opportunities. Conclusion  Affiliate

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Beyond the Hype: Effective Influencer Monitoring for Authentic Engagement in Southeast Asia

Leave a Comment / Blog, Brand Safety & Protection /

In recent years, influencer marketing has played a vital role in enhancing brands’ marketing strategies. Social media and influencers’ widespread popularity has allowed the brands to reach a wider audience, increase brand awareness, and raise sales. Here comes the need for brands to monitor their influencers and ensure their message is being spread effectively among the targeted audience. Influencer monitoring involves ensuring that the content created by the influencers leaves a deep impact on different social media platforms, blogs, and other online channels so that the message delivered completely adheres to their brand values and mission. Moreover, it can also assist them in assessing any potential risk that may cause damage to their reputation. Why do brands need Influencer Monitoring? Brands need influencer monitoring to understand your brand’s target audience, preferences, and interests. These behavioral patterns can be used to customize marketing campaigns, develop targeted content, and improve customer service. It can also help you identify potential customers and influencers who can amplify your brand message and reach a wider audience. The influencer marketing industry in Southeast Asia has jumped from US$638 million in 2019 and is expected to reach US$2.59 billion by the end of 2024. According to a study, based on an influencer recommendation over 80% of Southeast Asians have made purchase decisions. For instance, approximately 77% of brands in Singapore deploy nano-influencers for influencer marketing campaigns. engaging communities and gaining traction in Southeast Asia. Rise of Influencers Marketing campaign  Since the last decade, there has been significant growth in influencer marketing. Social media platforms like Instagram, Facebook, YouTube, and LinkedIn have helped the influencers grow by having large and active followers. Brands acknowledge these platforms’ capability to connect with target audiences effectively. Brands gain extra benefits like SEO and growth in sales from influencer marketing. According to a survey conducted by Influencer Marketing Hub, every dollar a brand spends on influencer marketing gains up to $18. Moreover, influencers are considered a reliable source of information. This marketing type helps build a strong bond between brands and consumers, fostering loyalty and brand advocacy. Advantages of Influencer Monitoring The increasing trend in Influencer Marketing is based on the downward efficiency of traditional marketing, the authentic bond shared between the influencers and their followers, the accurate target options of social media, and the cost-cutting strategies of the campaign. Influencer Marketing is expected to keep on playing an important role in digital marketing strategies as it depends upon the development of social media. The rise of influencer marketing campaigns has brought numerous advantages, but also challenges that require vigilant monitoring: Authenticity Verification Detecting Fraudulent Activity Ensuring Brand Safety Performance Tracking Risk Mitigation ROI Assessment Real-time Tracking Improved Influencer Relationship How brands can protect ad spending on influencer monitoring In the fast-changing digital marketing era, influencer marketing has become the most prominent key factor for a brand to gain the desired results. To accomplish this, brands need to run influencer marketing campaigns which increase their investment. So, the brands need to implement effective influencer monitoring, this helps them in gaining not only the maximum returns but also to secure their investments. Authenticate Influencer before Collaborating Influencer tracking ensures that the brand authenticates influencer activity before collaborating with them. After validating that influencer posts, image, and reach align with brand influencer monitoring goals brands can go ahead with the collaboration. In Influencer Authentication, the followers of an influencer are verified to ensure the influencer has genuine followers instead of collecting followers from fake accounts or bots. The authentic engagement between genuine followers and Bot activities is also verified. This is done based on reviewing the recent data to ensure stability in their growth and activities. Track the performance of the Influencer marketing campaign In Influencer Performance Tracking, the success of the campaign depends upon key performance indicators like reach, engagement, conversion rates, and return on investment where real-time data analytics tools are used to evaluate it. The content quality should be creative and relevant to the campaign which attracts the reach and engagement of the targeted audience. The success of the campaign also depends upon the trending content and corresponding feedback. Ensure Brand Safety and Compliance with Influencer Tracking Ensure the influencer complies with the advertising standards and brand guidelines. Influencer tracking platform help protect the brand from dealing with legal issues. It simultaneously keeps a check on the influencer’s online behavior to avoid controversial or harmful content. It performs background checks on influencers to make sure that they have a positive online presence. They also make a crisis management plan for possible issues from influencer partnerships. Conclusion Securing ad spending on influencer monitoring is very important as its success depends on it. If the Brands deploy authentic influencers who work according to performance metrics keeping in mind brand safety. Adhering to these influencer marketing practices, the campaign’s effectiveness is inflated, and the brands can confidently go through complicated social commerce. In recent times, the digital marketplace has become so competitive, where the success of a brand depends upon building meaningful connectivity with the audience. Efficient influencer marketing boosts the campaigns’ efficiency and provides security. Get in touch to learn more about influencer monitoring

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