Driving Accountability in Mobile

Advertising

ABOUT INMOBI

1.5 BILLION+

UNIQUE MOBILE

DEVICES

InMobi enables consumers to discover new products and services by providing contextual and personalized ad experiences on mobile devices. Through its

revolutionary advertising and discovery platform, app developers, merchants and brands can engage mobile consumers globally. Recognized by Fast

Company as one amongst the Most Innovative Companies in the world for 2016, InMobi reaches over 1.5+ billion unique mobile devices worldwide.

20,000+

GLOBAL

ADVERTISERS

120+ TB

OF USER DATA

ANALYZED MONTHLY

6 MILLION+

APP DOWNLOADS

TRACKED MONTHLY

32,000+

PUBLISHER

APPS

200 BILLION+

MONTHLY AD

REQUESTS

AGENDA• STATE OF MOBILE ADVERTISING – INDIA AND SEA

• PRESERVING VALUE IN THE MOBILE ECOSYSTEM

• ACCOUNTABILITY IN MOBILE AD TECH – 3 CORE ISSUES

• BRAND SAFETY

• VIEWABILITY

• AD FRAUD

• DELIVERING ACCOUNTABILITY AS A COLLECTIVE

INTRODUCING THE SPEAKERS

SRIYANSA DASH

Product Head - User Acquisition

sriyansa @sriyansadash

VASUTA AGARWAL

VP & GM, India

vasutaagarwal @vasutaagarwal

GLOBAL MOBILE AD SPEND IS GROWING

$223.74$254.92

$291.52$330.49

$360.23

2017 2018 2019 2020 2021

Digital  Ad  Spending  Globally  (in  billions)

Source: eMarketer

$141.00$168.25

$201.15

$244.56$277.00

2017 2018 2019 2020 2021

Mobile  Ad  Spending  Globally  (in  billions)

$1.21$1.53

$1.96

$2.42

$2.80

2017 2018 2019 2020 2021

Digital  Ad  Spending  in  India  (in  billions)

INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE GROWTH

Source: eMarketer

$0.46

$0.80

$1.13

$1.44

$1.73

2017 2018 2019 2020 2021

Mobile  Ad  Spending  in  India  (in  billions)

INDIA AND SOUTHEAST ASIA ARE AT THE FOREFRONT OF MOBILE GROWTH

Source: eMarketer

$1.72

$2.07

$2.41$2.70

$2.94

2016 2017 2018 2019 2020

Digital  Ad  Spending  in  SEA  (in  billions)

$0.45

$0.79

$1.25

$1.57

$1.76

2016 2017 2018 2019 2020

Mobile  Ad  Spending  in  SEA  (in  billions)

BUT ALL IS NOT WELL....

IS THE TOTAL ESTIMATED LOSS DUE

TO MOBILE AD FRAUD ACROSS THE

GLOBE*

$16.4

BN

OF ALL AD SPEND IN INDIA IS

SUSPICIOUS AND IS BORNE BY

ADVERTISERS AND NETWORKS**

10%

Source: *Business Insider, **Exchange4Media, Marketing Interactive

SOUTHEAST ASIA MARKETS AMONG

MOST SUSCEPTIBLE TO FRAUD ON

iOS AND ANDROID GLOBALLY

2

3 STEPS TO ACCOUNTABILITY

What media are advertisers buying?

Is a human viewing the ad?

How can campaign safety be measured?

WHAT ARE THE CORE ISSUES?

BRAND SAFETY VIEWABILITY FRAUD

WHAT IS BRAND SAFETY?

DEFINING BRAND SAFETY

OBJECTIVE DEFINITION SUBJECTIVE DEFINITION

Adult content or hate-sites

• Industry-endorsed lists

• General Consensus on such sites

• Should be avoided at all costs

Source: IAB

Brand-specific criteria

• Direct conflict with brand objective

• E.g. Airline ads near article about flight delays

• E.g. Cruise ad near article on ship accident

21

BRAND UNSAFE ADS

Source: IAS

WHAT IS VIEWABILITY?

HOW IS VIEWABILITY DEFINED?

Source: IAB, Image Source: namomedia

1

2

3

4

5

6

REASONS WHY AN AD MIGHT NOT BE VIEWABLE

Ads loading slower than real estate

User clicks before ad loads

Ads appearing ”below the fold”

Ads lost in ad clutter

Invisible advertising space

Ad blocking that prevents loading

INDUSTRY CHALLENGES

SPEED OF ADOPTION GLOBAL STANDARDS

Rapid growth of mobile ad spend

Over the last couple of years, digital ad spend has shifted to mobile faster than the measurement technology could keep up to protect that investment.

Source: IAB

Lack of global standards & independent measurement

With multiple ecosystem players understanding, defining and reporting viewability differently, until recently, there was no single standard to know the effectiveness of their campaigns.

LEGACY EFFECT

The legacy of desktop-based ads

Most ad experiences continue to be built for a browser-based desktop environment and do not adapt well to the requirements and capabilities of mobile devices.

21 3

THE MOAT VIEWABILITY SCORE

Source: MOAT

SCREEN REAL ESTATE

The more pixels an ad takes up on

the screen, the fewer elements it

is competing with for a viewer’s

attention.

50% ON-SCREEN TIME

50% On-Screen Time quantifies

the opportunity for a user to

actually see the ad in motion.

AUDIBLE TIME

Audibility is another indicator of

audience attention and the quality

of that attention.

AVERAGE AD LENGTH

The ad length (in seconds) of the

creative, as a weighted average by

impression volume

WHAT IS AD FRAUD?

ADVERTISERS OR NETWORKS ARE

SUSCEPTIBLE TO FRAUD IN TWO WAYS

1Fraud where the traffic is invalid or the clicks,

installs and users are all non-existent 2Misattribution where installs are valid but

credit is stolen from clean networks

20

TYPES OF MOBILE AD FRAUD

1

2

3

4

5

Automated Traffic

Unauthorized Re-brokering

Click Spamming

Ad Stacking

Click Sniping

CLICK SPAMMING

Image Source: Kochava

Humans, bots or scripts are deployed by fraudsters to either deliver (fake) impressions, clicks or installs at scale or imitate users’ app-instal l behavior.

CLICK SPAMMING

Image Source: YouTube

CTA

AD STACKING

CTA

CTA

CTA

• VISIBLE AD

• REAL CLICK

• STACKED AD

• FRAUD CLICK

• STACKED AD

• FRAUD CLICK

CTACTA

CTA

What users see What is actually happening What happens when user clicks

CLICK SNIPING

CTA

User clicks on ad User installs the app on phone Fraudulent players inject clicks

INSTALLED  APP

PRESERVING VALUE IN THE MOBILE ECOSYSTEM

AS A COLLECTIVE

AD NETWORKS

ADVERTISERS PUBLISHERS

A collaborative effort is needed to tame the dark side of mobile advertising

MEASUREMENT PLATFORMS

PRESERVING VALUE IN THE MOBILE ECOSYSTEM

AS A COLLECTIVE

How can advertisers lead the anti-fraud crusade?

METRICS THAT MATTER

INVEST WISELY DEFINE STANDARDS

ADVERTISERS

DEMAND TRANSPARENCY

PRESERVING VALUE IN THE MOBILE ECOSYSTEM

AS A COLLECTIVE

PUBLISHERS

What role can publishers play?

BE QUALITY-FIRST CONTENT POLICIES

BEHAVIORAL POLICIES

PRESERVING VALUE IN THE MOBILE ECOSYSTEM

AS A COLLECTIVE

How can measurement platforms help?

MEASUREMENT PLATFORMS

GLOBAL ANTI-FRAUD REPOSITORY

MTTD vs MTTI DEEP NETWORK INTEGRATIONS

CATALYZE TRANSPARENCY

PUBLISHER QUALITY

& CONTROL

DIAGNOSTICS AND

ANALYSIS

WHAT CAN NETWORKS DO?

MEASUREMENT &

TRANSPARENCY

Publisher Quality ControlOnboarding checks

Content Quality

Evaluation and ownership verification

Brand Safety

Blacklist brand unsafe sites

Delisting Duplicates

Prevent duplicate accounts once blacklisted.

Arresting Site Subletting

Ad render checks on registered and verified publisher property

Checking Request Patterns

Monitor for unusually high request volumes.

Diagnostics & AnalysisOn-going checks

Cryptographic Signatures

Cryptographicallysecured clean impression-to-click-to-install mapping Discarding Automated Traffic

Identifying bots and scripts through pattern analysis

Velocity Checks

Prevent ad fatigue

Double-Checks on Data Signals

Authenticate using InMobi SDK data signals

Studying Suspicious Activity

Integrate with leading measurement and attribution platforms

Measurement & TransparencyThird-party checks

Audience Verification

Nielsen DAR and comScore tags

Viewable Inventory

IAS and Moat SDK-level integrations

Tracking Quality of Installs

Extensive partnerships with third-party providers Straining Invalid

Traffic

Active screening for suspicious patterns

LEADING MEASUREMENT PLATFORMS

ViewabilityAudience Verification

Tracking and Attribution

Invalid Traffic Detection

THANK YOU

Any Questions?

RESOURCES ON VIEWABILITY AND AD FRAUD

Understand ad fraud better. Access our white paper on fraud here

The marketer’s guide to mobile viewability. Lear more about delivering viewable ads here