Along with maturing growth and mounting competition on all fronts, few challenges loom as large as ad fraud. Once a problem reserved for desktop marketers, mobile ad fraud has become a huge deal, according to a new survey of top marketers by Forrester.
In fact, more than a third of enterprise marketers estimate that at least 40% of their budgets are now exposed to fraud both on mobile web and mobile apps.
What’s more, 92% rated fraud prevention as a critical or high priority over the next 12 months.
Yet only 19% of marketers say they have systematic fraud prevention in place heading into the new year.
For its report -- commissioned by mobile analytics firm AppsFlyer -- Forrester polled 250 marketers whose companies spend at least $1 million a month on digital advertising.
Whether these marketers know it or not, their fraud problem is only made worse by poor data and lack of internal team knowledge -- factors that help fraud to thrive, says Ari Rosenstein, senior marketing director at AppsFlyer.
Despite these threats, 70% of the enterprise marketers surveyed said they plan to increase their budgets for mobile advertising over the next 12 months.
Among companies whose budgets exceed $5 million dollars a month, 39% said that they were planning on increasing their mobile ad spend by more than 30%.
It’s no wonder that Juniper Research expects advertisers to lose $19 billion to fraudulent activities, next year -- and $44 billion by 2022.