Let’s embark on a quest to discover India’s AdTech world. Also, let’s explore how frauds are disrupting this lively landscape.
The field of advertising technology in India has experienced a swift expansion in recent times, positioning itself as a prominent player in the global digital advertising arena.
With the ongoing shift toward digitalisation, the increasing reach of the internet, and the rise in mobile usage, the AdTech industry in India is poised for further growth in the years to come. However, it is worth noting that ad fraud is a concern not just in India but also in various other regions worldwide.
In this article, we will delve into the current status of the advertising technology industry in India. Moreover, we will explore potential strategies the industry can adopt to combat fraudulent activities within this domain.
Let’s get started.
What’s Happening?
You might have encountered a situation where you are suddenly bombarded with unwanted ads upon clicking a link on a website. This is an ad fraud. Indeed, the problem of fraudulent digital advertising activities, often called AdTech fraud, presents a challenge in India. This can cause problems for advertisers and advertising publishers. Various forms of AdTech fraud exist, including click, impression, and data.
This not only hinders the user experience but also affects the advertising network. You might be curious about the mechanics of AdTech fraud. Let’s dive deep into it.
In simple terms, some dishonest players in the AdTech field create fake clicks, views, or data conversions to make money unfairly. And what’s the result? Advertisers spend more money than they should, and those who publish ads may lose earnings. Moreover, the overall trustworthiness of the advertising network gets compromised.
Before delving further into the details of this fraud, let’s lay the groundwork by understanding the advertising technology industry.
Brief on Advertising Technology Industry
The world of AdTech, or advertising technology, holds a crucial role in the digital advertising landscape. These companies focus on developing and offering technology solutions and services. Their main job is facilitating online ads’ buying, selling, and management. Here is a breakdown of the key tasks and services commonly performed by AdTech companies:
1. Precise Ad Targeting : AdTech companies help advertisers target their ads to specific audiences based on age, interests, online behaviour, and more. They achieve this by using data and algorithms. This ensures that advertisers can send their messages to the right audience.
2. Strategic Ad Placement : AdTech platforms assist advertisers in putting their ads on various online platforms, such as websites, social media sites, and mobile apps.
3. Ad Transactions : AdTech companies often provide platforms or marketplaces where advertisers and publishers can connect and exchange ad space.
4. Insightful Data Analysis : These companies gather and study data related to how ads perform, user actions, and market trends. The insights they offer help advertisers and publishers make informed choices for their campaigns.
5. Ad Fraud Challenge : Advertising networks have faced significant hurdles in dealing with ad fraud, which can harm their reputation. The consequences go beyond financial losses, as it disrupts the trust among advertising networks, advertisers, and publishers.
Addressing ad fraud isn’t only about money—it’s about nurturing strong connections within the advertising ecosystem.
How to Deal With Ad Fraud?
Prominent consumer-packaged goods (CPG) players have effectively partnered with Integral Ad Science (IAS) to tackle their ad fraud concerns.
Furthermore, AdTech companies can also use machine learning, artificial intelligence (AI), and advanced data analysis to counteract ad fraud.
The government possesses the potential to play a pivotal role in shaping an AdTech landscape that’s free from fraudulent practices. Establishing specialised laws and regulatory bodies could serve as effective measures for addressing these challenges.
What’s Next?
As per Statista’s information, spending on advertising within the digital advertising market is projected to reach US $5 billion by 2023.
Notably, within this digital advertising market, a significant 86% of the total advertising expenditure in 2027 is predicted to generate from mobile advertising. In addition to this trend, it is anticipated that by 2027, about 75% of the revenue generated within the digital advertising market will be attributed to programmatic advertising.
That’s it for today. We hope you’ve found this article informative. Remember to spread the word among your friends. Until we meet again, stay curious!
*The article is for information purposes only. This is not an investment advice.
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