TEL AVIV, Israel – Feb 27, 2019 – Protected Media, the cybersecurity ad fraud detection, viewability and brand safety solutions provider, announced today that in-app advertising had 25% less fraudulent attempts than mobile web advertising in H2 2018. In a study of 40 billion impressions across 10 mobile DSPs and exchanges, Protected Media also found that Smaato, an in-app SSP, had 40% less in-app fraud attempts when compared to its peers. eMarketer forecasts that mobile advertising will make up 43% of the total US ad market by 2020, and ensuring that the industry remains fraud-free is critical to advertiser confidence.

“With the continued rise of in-app advertising, it’s great to see that attempted fraud levels are significantly lower than mobile web. Mobile traffic opens up remarkable opportunities for programmatic buying, but with the opportunities, there are also risks,” said Asaf Greiner, CEO at Protected Media. “Our sophisticated cybersecurity detection methods and savvy technical teams are working hard to create safer advertising marketplaces for the industry.”

In the study commissioned by Smaato, Protected Media also evaluated the different types of attempted fraud via methods such as bots, view fraud, tunneled traffic, and reputation fraud. Protected Media shared the following industry-wide insights based on their H2 2018 data:

  • Fraud involving bots/viruses designed to simulate human users occurred 74% less often in-app compared to mobile web.
  • View fraud, where ads are deliberately shown in a way that’s invisible to users (such as by ad stacking), occurred 85% less often in-app.
  • Tunneled traffic, a method deployed by fraudsters to hide the user’s geolocation by masking the IP address, occurred 32% less often in-app.
  • Reputation fraud, which indicates whether a publisher or user ID is suspected of having engaged in fraud previously, occurred 83% less often in-app.

“In-app advertising is an important growth channel for advertisers, and this study confirms that it also has less fraud,” said Arndt Groth, President at Smaato. “Our partnerships with fraud detection experts like Protected Media and our internal market quality teams ensure that we consistently and effectively fight fraud. It’s great to also learn that the Smaato platform has less attempted fraud than others in the industry. We are committed to ensuring that in-app advertising on our platform remains fraud-free.”

To learn more about this study and other mobile advertising trends, download Smaato’s H2 2018 Global Trends in Mobile Advertising report here.

About Protected Media

Protected Media’s solutions enable buyers and sellers of digital advertising to ensure that display mobile and video ads are properly located, visible, and seen by real people. Protected Media’s technology provides in-depth information at the impression level to detect problematic traffic so agencies can work side by side with publishers to identify and eliminate suspicious activity to dramatically increase over-all ad quality.

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About Smaato

Smaato is the leading global real-time mobile advertising platform, connecting 10,000+ advertisers — including 91 of the Top 100 Ad Age brands — with over 90,000 app developers and mobile web publishers. Smaato manages up to 20 billion mobile ad impressions daily and reaches over one billion unique mobile users monthly. Founded in 2005 by mobile pioneers Ragnar Kruse and Petra Vorsteher, Smaato has global headquarters in San Francisco, California, with additional offices in Berlin, Hamburg, New York City, Shanghai, and Singapore.

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