Mobile app install fraud will cost marketers almost $13 billion in 2019, according to a new report. That totals 26 percent of total global mobile app install ad spend, and it’s up from $7.3 billion in fraud loss in 2018.
In the U.S., however?
Fraud will “only” be 13 percent.
Fraud is cyclical, according Scalarr, the company behind the report. Fraudsters and mobile attribution companies are continually engaged in an arms race as the bad guys find new ways to cheat the system, and the good guys find new ways to stop them. Changing ad pricing models also impact fraud rates.