And that may be a problem as more ad spend gets funneled to mobile devices
It’s no secret that ad fraud remains a significant and pervasive problem within the digital advertising ecosystem. New data from Tune reveals that India is no exception.
Tune’s researchers studied more than 24.3 billion ad clicks on 702 mobile ad networks scattered around the globe. The firm reports that about 15% of mobile ad clicks across all of those networks were fraudulent.
But when Tune narrowed its scope to India, it found the country’s fraudulent click rate was significantly higher than the global figure, at nearly 32%.
India’s mobile app install fraud rate was also comparatively high, by Tune’s accounting. In March, the firm analyzed about 437 million app installs that took place in 131 different countries. It found that India had the 10th highest app install fraud rate, with 16.2% of installations showing some type of fraud.
That level of mobile app ad fraud is even more significant given that residents of India downloaded more apps to Android devices than those of any other country in the world in 2016, according to App Annie. The research firm reported that Google Play logged 6.2 billion app downloads in India last year, surpassing the US’s download…