Last month, a study by mobile ad-tech firm AppLift and security company Forensiq said "a surprising proportion of programmatic mobile ad impressions — 34 percent to be exact — is at risk of being fraudulent."
Matt Vella, chief technology officer at Forensiq, told Adweek that "in some exchanges and traffic sources, the amount of mobile fraud that we've seen has actually eclipsed desktop fraud."
So what are the fraud numbers in mobile programmatic? Here's a breakdown:
With regard to the December 2015 Forensiq study, the company's co-founder and CEO David Sendroff told ExchangeWire that fraud as we know it will decline as more sophisticated tactics become more widespread. "It will be important to consider other types of devices, like home security, smart TVs, etc, part of the IoT (Internet of Things)" -- which could be the next target, Sendroff said.