TAKING AD FRAUD OUT OF MOBILE ADVERTISING

MOBILE ADVERTISING SPENDS INCREASING GLOBALLY..,

• In 2018, global mobile advertising expenditures are projected to reach over $180 billion (Source: Statista)

• Global spending on mobile advertising will increase from 15% in 2016 to 26% in 2019 (Source:

Zenith Research)

..,AND SO IS THE OPPORTUNITY FOR MOBILE AD FRAUD

8 Ad networks are 100% Fraud, 35 ad networks are >50%

Source: Tune

LEAVING MARKETERS WORRIED ON THEIR INVESTMENTS

Source: Dimensional Research / YouAppi

33%

40%

31%

48% 45%

26%

Concerned about fraud on AdNetworks

Difficult to eff. Measure impactof Video Invt

Targeting right consumer

2017 2018

$$$ LOST IN AD FRAUD GLOBALLY

Source: Mobvista

WHAT BRAND MARKETERS NEED TO KNOW ABOUT MOBILE AD FRAUD

• Appreciate the scale of the problem

• Aware of types of mobile Ad Fraud

• Examining patterns of fraud in mobile ad space

• Some video ad units are prone to Ad fraud (300X250 – Display unit disguised as Video)\

• 3rd party verification & tools

• Prevention, not detection, is the key to fighting mobile ad fraud

• Be vigilant and keep on top

Source: Mobvista

MOBILE APP PUBLISHERS USING RULE BASED AND STATISTICAL METHODS TO DEFEND AGAINST AD FRAUD

• Eliminate the issue of faulty targeting by denying attribution for non-targeted countries

• Stop simulated device fraud by setting up an IP Blacklist

• Prevent poached organics with statistical modelling

Source: Adjust white paper

RESULTING IN LOWER AD FRAUD ON OPTIMISED PLATFORMS

Source: IAS Media Quality Report H2 2017

GLOBAL MOBILE WEB DISPLAY GLOBAL MOBILE WEB VIDEO

AD FRAUD IS AN INDUSTRY PROBLEM & HENCE NEED INDUSTRY TO COME TOGETHER TO TACKLE IT

• Advertisers

• Mobile measurement platforms

• Ad platforms

• Anti-fraud tech service providers

More bodies coming together to fight it

• American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), Interactive Advertising Bureau (IAB) came together to create Trustworthy Accountability Group (TAG) to enhance accountability and transparency in the digital ad industry

BAV MEASUREMENT & AUDIENCE VERIFICATION VIEWABILITY

Consistent high performance compared MOAT benchmark numbers

We are integrated with on 100% of our inventory (i.e. in-app)

Video In-View About 100% higher than benchmarks

In-view time 4 seconds higher than benchmarks

Completion rate About 140% higher than benchmarks

BAV MEASUREMENT & AUDIENCE VERIFICATION IVT – INVALID TRAFFIC

• All our inventory flows through select SSP/exchange which make it 100% verified by Double Verify

PROGRAMMATIC

Advanced technology & tools developed to effectively filter out IVT in all our supply inventory

DIRECT

• POKKT has less than 0.5% IVT, which is better than the industry standards

• We have in-house solutions & tools to measure all our supply

• POKKT is certified by TAG for ad verifications

BAV MEASUREMENT & AUDIENCE VERIFICATION BRAND SAFETY

We conduct a multi-layered QA process to ensure utmost brand safety

Brand Safe

Inventory

All POKKT supply is in-app

Every app on google play store and apple app store goes

through a thorough quality check process & is 100%

Validated

Manual approvals

Working with external tools

Manual approval process for all

publishers coming on-board

POKKT works with certain external tools to build score for apps

• 100% transparency on entire POKKT ad inventory

• Ability to blacklist/whitelist app categories for every campaign (Example: Dating apps could be whitelisted for Close Up or AXE, but can be blacklisted for Comfort)

BAV MEASUREMENT & AUDIENCE VERIFICATION AUDIENCE MEASUREMENT

We are certified by

Consistently delivering campaigns that exceed in-targeting requirements from brands

• We developed very strong data & analytics capabilities

• We are able to efficiently identify demographic & interest/behaviour about a user

• POKKT insights gives us capability to identify & target a user as per the advertiser’s requirement