For Marketers Combating Mobile Fraud, Clear-Cut KPIs Are a Must - eMarketer
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eMarketer Interview

For Marketers Combating Mobile Fraud, Clear-Cut KPIs Are a Must

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An interview with

Galia Reichenstein

General Manager, US, Taptica

Interview summary

Galia Reichenstein, general manager for the US at mobile advertising solutions provider Taptica, works on the front lines of the fight against mobile ad fraud, helping advertisers to better protect themselves against a growing number of sophisticated forms of mobile ad fraud including app install and conversion fraud. Reichenstein recently spoke with eMarketer’s Lauren Fisher about the existing confusion around mobile ad fraud—and what advertisers can do to better protect themselves against more advanced, harder-to-detect forms.

Interview

eMarketer: What are some of the big trends you’re seeing in the way of mobile app ad fraud?

Galia Reichenstein: This year, we’re seeing a big effort to define the benchmarks that people are looking at and to align them, because each brand and each tracking system views fraud differently. There’s fraud in the industry, but the parties still aren’t 100% clear on what it is. But with all sorts of companies emerging in the space, and even those who were more on the desktop side like Forensiq or DoubleVerify now moving into the mobile space, it’s important for some kind of alignment to happen, because there’s a lot of stress.