Fraud lives in the dark, and where there’s a lack of transparency all the way from advertisers to customers, fraud grows.
But fraud is also disproportionately a factor for larger ad networks.
We recently studied mobile ad fraud globally, finding in a comprehensive study of 24 billion clicks on 700 ad networks that 15.2% of mobile ads are fraudulent in some way. What we didn’t reveal at the time is that while the ad networks that are high in fraud tend to be few in number, they also tend to two extremes.