Monthly ad-fraud digests from mFilterIt

The Buck Stops with us!
Advertising, especially the digital advertising is increasingly becoming a complex web involving too many stakeholders having divergent business interests, hence views. This is indirectly helping ad- fraud as the fraudsters and other imposters in the value chain take advantage of this complex architecture and divergence in business objectives, or simply put KPIs.

To effectively eliminate ad fraud, there is a need to bring all the stakeholders to table and a neutral anchor drives the agenda serving the interests of all. Advertisers as well as publishers will want both vanity and performance KPIs to show improving results. However, it is not easy to strike a balance. Many a times, publishers would work more on vanity KPIs as they generally carry a lot of 'X' factor which creates talking points for the marketers. But, these many not necessarily result in strengthening of performance KPIs.

This is a classic example of conflict where a third-party neutral reconciliatory mechanism is put in place. This could be achieved by way of an audit. However, the very nature of audit being a post- mortem analysis would not help advertisers to solve the present challenges, which means they will burn a lot of dollars as well as risk the brand reputation.

Digital marketing is an iterative perpetual on-going effort. This needs to be complimented by a real- time monitoring mechanism, which could be implemented by a third-party bringing in the neutrality flavour. This reconciliation of performance can be best done through enablers who have the capabilities to define, monitor and diagnose the marketing campaigns. That's where mFilterIt can play the role where it can reconcile in realtime the expectations with the performance and basis the gap analysis steer a clean advertising world deterministically and without any biases.

This is what was proposed strongly by Dhiraj Gupta, Co-Founder and CTO, mFilterIt, in the recently concluded MMA ad-fraud roadshow series where he affirmed, "The buck stops with us!"

MMA Ad-Fraud Roadshow Series Special

1. MMA launches roadshow series addressing Ad Fraud
2. Indian Marketing industry not ready for multi-touch attribution
3. Ad fraud is not just about bad traffic, it's also about organic traffic": Dhiraj Gupta, CTO & founder, mFilterIt

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