• comScore, Wednesday, June 1, 2016 6:44 AM

A post on the comScore blog suggests mobile advertising will be the next big frontier for ad fraud. "In the United Kingdom, smartphone and tablet devices now account for 60% of all digital minutes according to recent comScore data, and this rises to 65% in the United States. It is likely that this share is even higher in some of Asia’s mobile-heavy markets such as Indonesia, India and China. As a result, marketers have a thirst for mobile inventory, and although fraudsters cannot rely on prohibition-esque overlooking of their activities, they are likely to bet on a lack of diligence from some buyers. Mobile presents new challenges because of its more fragmented ecosystem. With varying devices, operating systems, media formats and existence of both mobile browsing and app access, the rich opportunities for mobile advertisers also offer multiple points of attack for would-be thieves."

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