• Mobile Marketing, Wednesday, July 15, 2015 7:12 PM

Everyone could stand to know a little more about fraud in mobile, says Mobile Marketing in a series on the biggest issues in mobile advertising. While it doesn’t differ drastically from traditional online fraud (botnets -- hacked devices programmed to mimic human behavior, click farms that hire people to click on ads full time in developing countries, etc.), mobile fraud, and ad fraud tend to be realities that  marketers either don’t know much about, or don’t talk about.

Best practices to avoid fraud vary throughout the industry, but one thing everyone can do in any campaign, according to JICWEBS’s guidelines, is to “focus on the measurement of real ROI, which is difficult for fraudsters to falsify. Measures such as click-through rate, completion rate and last-touch attribution are easy to game.”

Security specialists agree that fraud won’t disappear, but will grow more sophisticated as the tools to detect and destroy it also develop.

Read the whole story at Mobile Marketing »