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51% of ad fraud came through e-commerce in 2018: TechARC digital report

TechARC’s report titled “India digital ad-fraud market” states that in 2018, ad fraud cost a total of $1.63 billion, contributing to 8.7% of the global fraud. Ecommerce contributed to over 51% of the total ad fraud in India, via customer acquisition, engagement and retention. Web platforms were more susceptible to frauds over app fraud because their digital teams were more likely to look at app fraud over web fraud. The web had higher chances of fake leads and keyword abuse over apps. Despite this, app fraud led to 85% of total digital ad fraud. Highlights from the report Video fraud is becoming more sophisticated to gain more on premium advertising channels as video consumption increases Both traditional and online marketers need to look at O2O (unclear if online to offline or otherwise) for ad fraud strategy. Companies with solutions for ad fraud are ‘better equipped’ to have higher user engagement because they can contain abuse Category wise break up 51% from digital commerce 26% from leisure and travel 13% from gaming 8% from finance and banking 1% from healthcare and pharma Recent online frauds in India In November 2018, the Indian Railways deactivated 1,268 user IDs on IRCTC after forfeiting 1,875 scheduled e-tickets after it conducted raids against e-ticketing fraud in over 100 cities in the country. At the time, 185 people were likely carrying out online ticket fraud; 40 of them were arrested on Western Railways and Eastern Railway 1,875 scheduled e-tickets worth Rs 35 lakh were forfeited 166…

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I'm a MediaNama alumna from 2015-16 (remember TinyOwl?) now back to cover e-services like food and grocery delivery, app based transport and policies, platforms and media in India.

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