Further bolstering its fraud mitigation arsenal, Omnicom Media Group MENA has formed a strategic partnership with ad fraud prevention specialists TrafficGuard™. Omnicom Media Group MENA agencies, OMD, PHD and Hearts & Science, will have an exclusive access to TrafficGuard’s™ innovative ad fraud mitigation solution for six months. This is the group’s latest move to provide greater confidence and transparency in digital advertising for its agencies’ clients.
Mobile ad fraud is on the rise and is said to have doubled since last year. Juniper Research has estimated that advertisers will lose some $19 billion to fraudulent advertising activities on online and mobile devices in 2018. The issue of app install fraud is a growing concern, particularly in the GCC where incidence is among the highest in the world.
When brands promote their apps on different sites and platforms, including ad networks, and buy these insertions on a cost-per-install (CPI) basis, they can be exposed to multiple fraud types, including SDK spoofing, click injection and faked installs. TrafficGuard™ safeguards installs in real-time, blocking invalid traffic, and provides consistent attribution reporting to clients and supply partners. This allows brands to only pay for qualified installs and enhance the success of their mobile acquisition campaigns.
“What has made digital advertising so appealing to brands is the ability to measure the performance of investments and their contribution to the bottom line, relying on models like pay-per-install. The issue is that fraudsters have also been very active in this space and in this region, which has made protection measures an essential first step,” says Christos Solomi, Executive Director – Programmatic at Omnicom Media Group MENA. “Our partnership with TrafficGuard™ is the latest in a series of initiatives we’ve taken to create a safe and effective environment for our clients’ brands and investments.”
“Fraud doesn’t just waste media budgets at the top level, it also limits the speed at which ad networks and supply partners can optimize, restricting overall advertising performance and ultimately diminishing ROI.” explained Mathew Ratty, Chief Executive Officer at TrafficGuard’s parent company, Tech Mpire. “Proactively blocking fraud keeps ad dollars out of the pockets of the bad actors and provides clean data, helping supply partners to optimize their performance. By partnering with TrafficGuard™, Omnicom Media Group MENA is demonstrating its commitment to delivering superior performance to both its clients and supply partners.”