Week in Review – What happened in mobile advertising this week

This week has been all about mobile advertising fraud. Find out the latest below.

There’s been some good news for mobile advertisers this week, particularly when it comes to ad fraud. Research from the Association of National Advertisers (ANA) and White Ops found that ad fraud across apps and the mobile web was much lower with just 2% of survey participants seeing fraud across these formats. However, bots are getting smarter so it pays to remain vigilant.

Interestingly, the news came just before a major breakthrough on Google’s Play Store after the company deleted over 40 mobile apps with hidden malware inside. According to Check Point researchers, the malware-infested apps had reached up to 18.5 million downloads. So it seems the problem isn’t all that well controlled just yet?

But then there’s AppsFlyer to the rescue. The company, this week, rolled out its Active Fraud Insights 2.0 platform to help combat mobile advertising fraud. The technology has been designed to detect more advanced types of ad fraud such as DeviceID reset fraud, install hijacking and click floods.

The Mobile Marketing Association (MMA) China also understands the difficulty for non-Chinese advertisers to break into the market and ensure brand safety against ad fraud. Hence, the group this week announced the Brand Safety & Viewability Standard Group as part of the Mobile Ad Standard & Measurement Committee in order to provide brand safety standards.


Although 43% of Snapchat users do recall ads on the platform, just 12% are actually making a purchase based on such ads. That may become a problem for the company soon if it can’t boost figures, according to the latest Fluent research.

However, it seems Snap Inc. is working hard to bring in some cash and has rolled out discounts for advertisers and agencies, according to news revealed this week.


Mobile display and search formats are on a roll, having grown 50% during 2016. Overall, the mobile screen dominated at a 100% growth rate across multiple markets according to the latest AdEx Benchmark study.

According to AdColony research, full-screen and social video ads are the two most effective app install ad formats. 96% of developers are employing these formats to boost their campaigns.

Mary Meeker and Kleiner Perkins Caufield Byers launched their latest whopper of an Internet trends report this week. One of the key insights: 80% of people dislike pre-roll advertising and another 81% dislike mobile app pop-up ads.