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<ul><li>mFilterIt says with a growing Rs 3 billion industry in India, gaming frauds are on a steep rise.</li><li>With a strong pull coming towards gaming, <keyword id="53249" type="General" weightage="50" keywordseo="gamers" source="Orion">gamers</keyword> are still exposed to increasing digital threats.</li></ul>As India's eSports segment grows exponentially, this expansion is majorly attributed to the rapid digitalization that has occurred in recent years. eSport as an ecosystem has a much larger economic potential and is expected to generate around INR100 billion in economic value between now and FY2025. Now with the government’s clear vision and setting up of a task force to recommend steps for promotion of animation, visual effects, gaming, and comic (AVGC) sector in the Budget 22-23, the gaming industry has come to a forefront. As the Indian gaming industry embarks on a growth journey, it’s also crucial to be aware of the threats of online gaming. mFilterIt, a global digital fraud detection, and prevention company, today released a set of threats involving various digital frauds that the gamers must keep in mind before stepping into the arena as the threat of fraud remain high. Emphasizing this issue Amit Relan, Co-Founder and Director of ‘mFilterIt’ said, “According to a recent 2021 Ernst &amp; Young Report, India's eSports business grew to INR 3 billion in FY2021 and is predicted to increase up to INR 11 billion by FY2025. The government also recognized the growth and employment opportunity in the AVGC sector by announcing an AVGC promotion task force to build domestic capacity. The gamers are focused on achieving a specific level of success, whether it is through tournament participation, gaining top positions in games, or other means. Unfortunately, this puts them exposed to an increasing number of digital scams. We at mFilterIt, want to bring the threat to the gamers on the surface and offer a way to prevent themselves from frauds and online predators by generating awareness.” Following are the enumerated ways identified by mFilterIt, that are used by fraudsters to target the online gaming community, the awareness around these threats is the key to avoiding getting trapped by scammers, the key threats are as follows: IN-APP PURCHASES CAUSE GAMERS TO LOSE REAL MONEY With the growing use of gaming smartphones, even if, four out of ten players in India make an in-app purchase, it translates to hundreds of millions of dollars spent on games each year. Account takeover fraud of a gaming ID means losing real money for gamers who wish to play a fair game. In-app purchases are costing gamers real money. According to a new report by the Internet and Mobile Association of India (IAMAI), the Indian gaming market is projected to hit $3.9 billion (in value) by 2025, and over 40 percent of hardcore gamers are paying for their games with an average spend of ₹230 per month. RISING CASES OF <keyword id="138820" type="General" weightage="20" keywordseo="cyberbullying" source="Orion">CYBERBULLYING</keyword> IN GAMING Digital fraudsters are highly capable of tracking down minors with compromised accounts. This might result in harassment through exploitative ways such as demanding a ransom in exchange for the account status being restored. According to Akamai Technologies research, the gaming industry was subjected to 12 billion cyberattacks between November 2017 and March 2019. Children usually fail to disclose or report a problem to their parents, which can have serious implications, including emotional and mental distress. BREACH OF <keyword id="803848" type="General" weightage="20" keywordseo="data-privacy" source="Orion">DATA PRIVACY</keyword> AND CYBER ATTACKS Children below 14-15 years, use their parent’s smartphones to play games occasionally. This may lead to data breaches of the mobile owners. The mobiles carrying more serious and confidential information including banking details, official documents, personal images, etc. are likely at a higher risk. The fraudster could also get access to google or other OS account details and get access to the entire device including data and other applications on the smartphone. According to the Norton Cyber Safety Report: Gaming &amp; Cybercrime 2021, three out of every four gamers in India have been victims of a cyberattack at some point. Aside from the cash loss, about 35% of the victims, claimed to have malicious software installed on their gaming devices because of a cyber-attack, and 29% of the victims discovered that their online gaming account had been hacked. ACCOUNT TAKEOVERS (ATO) Passionate gamers work hard and play a fair game to reach a certain level in the game, to be considered as a professional which can make them eligible for awards and entry to tournaments. Account takeover or ATO is a major issue in paid and subscription-based online services such as eCommerce, OTT, and now eSports. While eCommerce and OTT apps interface with adults who could still be difficult to break into, eSports gives fraudsters an easy playfield as it will mostly have children on the other side. The gaming industry must collaborate with ATO anti-fraud solution makers to proactively stop this wildfire so that children of tender age could be saved from experiencing the dark side of digital at an early age where they cannot handle it. BEYOND THE GAMERS, WHAT’S THE IMPACT? These frauds also adversely impact the game. For beginners, there's the matter of brand reputation and infringement. Many websites and apps have been established using the logos and other identifiers of such games. This is a case of infringement, and the website or app owner might run anything as irrelevant and explicit as pornographic material on their app. This could be detrimental to the company's reputation. Also, there would be a large number of inactive accounts if a fraudster hijacks a legitimate account and drains all of its funds. The account will no longer be operational, but the user will remain active. This will artificially expand the user base without providing a commensurate ARPU. Thus, lowering the revenue potential and other crucial metrics used by investors and lenders.

Rising cases of cyberbullying, data privacy and other threats in online gaming: Report

<ul><li>As per Techarch, brands having strong consumer pull prone to higher Brand Reputation risk in digital arena.</li><li>OPPO, Realme and Vivo top its <keyword id="12631673" type="General" weightage="20" keywordseo="Brand-Reputation-Index" source="Orion">Brand Reputation Index</keyword>.</li></ul>In its first Brand Reputation Index (BRIX) measuring the risk score of potential frauds and scams that can be done leveraging a Brand’s equity, <keyword id="7089453" type="General" weightage="20" keywordseo="Techarc" source="Orion">Techarc</keyword> in association with <keyword id="3257168" type="General" weightage="20" keywordseo="mfilterit" source="Orion">mFilterIt</keyword>, today said that smartphone brands having strong consumer pull report most of the reputation issues caused by infringement of brands in the digital space. <div type="image" title="image012" msid="87978952" hostid="261"></div> The three main techniques of brand infringement identified are: - <ol><li class="m_7992587943103976056MsoListParagraphCxSpFirst">Fake Gratification: Instances where scammers infringe any brand’s identity by offering fake coupons, rewards, schemes, and discounts. This is the easiest trap for consumers who are searching for best deals when they decide about buying a smartphone of their interest. Since, covid-19 pandemic started, fake gratification has also surfaced in cases like offering dealerships and other similar business partnership offerings by the brands.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Fake Presence: Social-media is the easiest way for brands to let potential buyers discover them and engage throughout the customer lifecycle starting for presales to after sales engagement. Fraudsters create fake profiles on popular social networking applications and allure audiences which want to genuinely engage with the brand. In many instances, fake gratifications are routed through such accounts to entice people looking for smartphones deals. Social media has also become a key medium to run fake job rackets on behalf of leading smartphone brands. People looking for jobs take them as genuine as it could be coming from authorised agencies acting on behalf of their principals.</li><li class="m_7992587943103976056MsoListParagraphCxSpLast">Fake Representation: This is the severest level of infringement where scammers create a fake website, app or a marketplace. Using typosquatting techniques, fraudsters create very similar websites, apps and marketplaces and then direct users on such sites to engage which could be used for data theft to financial frauds.</li></ol>Commenting on the BRIX findings, Faisal Kawoosa, Founder &amp; Chief Analyst, Techarc said, “Brand Safety is Business Safety! As digital becomes mainstream and brands increase their D2C engagements, they need to proactively police the digital space to hunt for any infringement cases.” Elaborating on how this can be achieved, Faisal added, “The first thing brands need to do is to come out of denial mode and create a common synergy between marketing, ecommerce, IT and digital teams. For instance, CISO primarily is mandated to secure the owned digital assets of an organisation. Now, they should also be looking at how the brand is secured wherever it gets referenced, even on news portals.” <div type="image" title="image013" msid="87979070" hostid="261"></div> Implications for brands A lower BRIX score means that the brand is prone to higher risk of being hijacked for scams and frauds. Some of the key threats that could result due to lower BRIX score are: - <ul><li class="m_7992587943103976056MsoListParagraphCxSpFirst">Data theft as audiences filling up forms and sharing details would consider these digital assets to be from the brand or their authorised agencies.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Account Takeover (ATO) fraud where an existing subscription or user account is accessed to result in financial fraud and/or siphon off the loyalty points accrued. As the brands usher into strong community building initiatives and use of NFT (Non-Fungible Token) based reward systems, this can become a high-risk zone.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Selling of counterfeit products. Many such fraudsters roll out jaw-dropping offers for purchase smartphones, which are even lower than the price at which a brand is selling its smartphone on its own D2C platform. However, one of the reasons of selling such discounted products is either a counterfeit product or stolen inventory.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Financial frauds in terms of asking for a small token amount to confirm the order and balance COD. In such cases, fraudsters ask for 10-25% of a heavily discounted price of a smartphone as the confirmation money and go into hiding after scamming a few hundred users.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Fake apps and fake websites are also potential cyberthreats as they install malware and drop cookies which then steal data of the users who install such apps or click on such links.</li><li class="m_7992587943103976056MsoListParagraphCxSpMiddle">Bogus business partnership / association offers that include offering dealership, service centres, retail outlets, etc., on behalf of reputed brands.</li><li class="m_7992587943103976056MsoListParagraphCxSpLast">Fake job postings especially in regional offices / field areas which is again done for financial fraud or data stealing.</li></ul>Adding further, Saloni Jain, Lead Analyst for DigiTech focus area at Techarc said, “In various surveys we have found that 70-80% of the users who originate their purchase from online sources do it looking for best deals and offers. This becomes a great incentive for fraudsters to run such ‘Ponzi’ schemes infringing a brand’s identity.” “The only way for brands to stop this is proactive monitoring and taking up such issues with platforms like social networking apps, domain registries, etc.,” said Saloni.

Apple reports maximum brand reputation issues while OPPO tops the charts: Report

<ul><li><keyword id="3257168" type="General" weightage="20" keywordseo="mfilterit" source="Orion">mFilterIt</keyword> releases <keyword id="3381776" type="General" weightage="20" keywordseo="ad-fraud" source="Orion">Ad Fraud</keyword> Myths on “International Fraud Awareness Week”</li><li>The <keyword id="7419516" type="General" weightage="20" keywordseo="digital-ad-fraud" source="Orion">Digital Ad Fraud</keyword> is estimated to cost advertisers and brands an estimated of $44 billion to fraudulent activities by 2022 and reach up to 45% of total spent.</li><li>Rising Digital Advertising means sharp increase in Ad Frauds, the industry needs urgent attention and awareness on Brand Safety and prevention issues.</li></ul>As India's digital economy grows, so does the digital advertising, which is contributing to an increase in the threat of ad fraud. Every year, from November 14th-21st, the International Fraud Awareness Week is observed around the world to promote anti-fraud awareness and education. Today, mFilterIt, a leading global digital brand safety and prevention platform, unveiled a set of myths surrounding ad fraud and brand safety to raise awareness and accelerate efforts to reduce the impact of fraud. Commenting on the release of Ad Fraud Myths, Mr. Dhiraj Gupta, Co-Founder &amp; CTO, mFilterIt said “One of the best tools to fight Ad Fraud is “Awareness” on this subject. It’s quintessential for the brands and decision-makers to be aware of the gravity of this issue and be responsible for their financial resources. In this digital age, it is a fact that most of the Frauds are committed in the complex digital labyrinth, to mark International Fraud Awareness Week, we are releasing a set of myths that needs to be dismantled to fight this menace so that we can lead towards a safer and secure digital economy.” In India, the overall share of Digital advertising stands around 30% but it’s expected to grow 25% annually against a global average of 9%. This also means that ad fraud is anticipated to climb from the current average of 25-35 percent to 45-55 percent as firms shift their advertising budgets from traditional to digital. As per the mFilterIt Brand Safety Report 2021, the biggest challenges for Ad Fraud included issues like Awareness (42%), Brand Infringement (23%), Fraud (12%), Investment (12%) and placement (11 %). It is estimated that digital ad fraud will cost advertisers and brands $44 billion in fraudulent activities by 2022. Myths Prevailing in Ad Fraud &amp; Brand Safety Below highlights the myths associated with running digital campaigns and how important it is to bust these unacknowledged, unaccounted, and underrepresented myths. 1. Ad Fraud Doesn’t Exist In digital ad campaigns, either the decision-makers don’t know that ad fraud is draining their money or fraudulent traffic is dismissed as normal as they can’t see any foreseeable answer to the problem. The fact is that advertisers get invalid traffic (IVTs) using bots, VPN/Proxies, click injections, cookie stuffing, or any other form of non-human traffic. According to a recent study, only 36% of online traffic comprises of humans. Fraud is getting detected in BFSI, OTT &amp; Media, Gaming &amp; Ed Tech to the extent of 35-45% both on apps and on the web. 2. There is only 2% fraud across the publisher ecosystem A lot of people believe that ad fraud averages out to approximately 2% of their overall advertising spend. This is a major misconception propagated by the publisher community in the ad ecosystem as a way out of delivering fraudulent ad inventory. The 2% number seems so insignificant that the advertisers and marketers never pay attention for it doesn’t account for a major advertising loss. Contrary to this popular misconception, the rates of invalid traffic are hauntingly. On walled gardens, the actual fraud is anywhere between 15-18% and on affiliates this can rise anywhere between 22-35%. 3. Impressions and viewability are the sources of measurement for Ad Fraud If the majority spends for an advertiser are on CPC based traffic model, would impression and viewability-based fraud analysis serve its purpose? Brands need to consider looking across the funnel and “follow-the-money” in terms of fraud analysis. If the payment model is on CPC/CPA/CPV/CPI etc then your fraud detection also needs to be on these metrics and no longer tied to impressions. Estimates of the global scale suggest that about 18% of all ad impressions are never viewed by real people. 4. Publisher reports give a clear picture of where the Brand has spent its marketing budgets Ad placement reports and whether the ads were actually executed on those placements are not verified in publisher reports. There is a lack of data integrity on these numbers. What is important to note is that an ad placement report is more than often taken from the publishers themselves i.e., the very people placing the ad and receiving payment for it. As a result, the quantum of bad ad placements can never be determined because of a conflict of interest. 5. There is no fraud on Walled Gardens Walled gardens are not innocent in this entire ballgame. The rate of fraudulent traffic to the overall traffic on their platforms average out to 10%. Although walled-gardens mention that they have a system to detect invalid clicks, they don’t stop it. The quantum of the problem is so huge because they constitute up to 80% of the overall traffic on the web. Estimating the size of the overall digital advertising spend to be Rs.25000 crore (approx.), these walled gardens encompass a universal spend of Rs.20,000 crore. 6. English based Brand Safety analysis provide regional context India has 22 official languages out of which only 5 are supported by Google. According to a recent study, 95% of video consumed are in regional languages. This calls for immediate attention because the regular blacklisting tools will be rendered redundant if this stays unaddressed because keywords and URL blocking relies on a basic interpretation of words to categorize content and the associated inventory as “safe” or “unsafe.” Brand safety issues may be the same across the globe, but every country and region has its distinct culture and expectations which makes it unique and subjective. As a result, brands would usually adopt contextual targeting measures like keyword blocking and URL blocklists to protect the legacy of their brands. Keyword-based blacklisting is not the way to successfully advertise and ensure brand safety. Context-based blacklisting is the need of the hour which must be constantly updated based on the news story, relevancy with AI-powered algorithms. 7. There is no Ad Fraud on Performance Campaigns Another common misconception among brands and advertising agencies is that performance campaigns are free from fraud as they are targeted campaigns. They believe that although media campaigns may face issues of ad fraud, performance campaigns are free from the clout of malicious publishers supplying invalid traffic. Performance Campaigns (CPC/CPV/CPL/CPS) attract invalid traffic to the tune of 30-35% across the industry. 8. Most traffic is clean and most of the BOTS can be simply identified Most BOT traffic comes in from the two largest public cloud vendors, AWS and Microsoft Azure, in roughly equal measure. When left unchecked, the bad bots can steal data, affect site performance, and even lead to a breach. That’s why it’s critically important to detect and effectively block bot traffic. Automated traffic takes up 64% of internet traffic (much more than human traffic!)– and whilst just 25% of automated traffic was made up by good bots, such as search engine crawlers and social network bots, 39% of all traffic was from bad bots. 9. Brand safety has nothing to do with ROI and is an unnecessary cost Brand safety is imperative for every size of the enterprise, irrespective of the industry, vertical, and scale of operation. Unsafe content is actually poor performing for your campaign as well. To set the idea straight, no matter at what scale the enterprise functions at, no matter the industry it caters to, one instance of unsafe advertising practice may lead towards a forever reputation loss. Your ads on unsafe inventory will perform poorly and degrade the ROI of your campaign in general. Advertising in brand-safe environments is believed to drive significant impact on key measures such as audience quality (83%), brand equity (82%) and brand lift (79%). And more than three-quarters believe that brand safety impacts return on investment, or ROI (77%). 10. Advertiser is in control of all the channels The medium through which information is disseminated must be considered for the consumers to trust your brand which affects the safety aspect of a brand. There exists a relation between the price paid, audience quality, and brand safety. All equally form the entire gamut of safe branding. In other such instances, advertisers often look at publishers with high-quality audiences and engagement. A Nielsen analysis of a household-income-adjusted ad campaign found that only 25% of its ads were reaching the right households. As much as 65% of location-targeted ad spend was wasted.

Digital Ad Fraud is estimated to cost brands around $44 billion to fraudulent activities by 2022 and reach up to 45% of total spent: mFilterIt

<ul><li>MMA <keyword id="2821557" type="COMPANY" weightage="20" keywordseo="Impact-India">IMPACT INDIA</keyword> 2021 will be hosted virtually on May 20 and 21, 2021</li><li>The focus for this year’s edition is ‘<keyword id="11275501" type="COMPANY" weightage="20" keywordseo="modern-marketing">Modern Marketing</keyword>.’</li></ul>MMA, formerly known as the <keyword id="1388371" type="COMPANY" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword>, a not-for-profit trade body focussed on Modern Marketing, will be hosting their annual flagship event MMA IMPACT INDIA 2021 virtually on May 20 and 21, 2021. Themed ‘Simplify. Simplify. Amplify.’, MMA IMPACT INDIA will bring together an ecosystem of publishers, agencies, marketers, and technology enablers to accelerate modern marketing practices. The industry-led event will also see conversations amongst leaders on upcoming trends and challenges in the modern marketing landscape. <div type="javascript" title="Facebook" contenttype="Video"><cdata><![CDATA[]]></cdata></div> The focus for this year’s edition is ‘Modern Marketing’, which is led by MMA’s India councils that are working towards key pillars and growth frameworks in this space. The key pillars are: E-commerce, Martech, Brand Safety, Voice &amp; Audio, Modern Creativity and Modern Media formats. <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head – India, MMA said, “Impact is a credible global series focused on ‘Shaping the future of modern marketing’ as its theme. The event is well timed in India given the need to enable industry expertise, insights, and provide body of work which can help marketers in these challenging times to accelerate modern marketing practices and better connect with consumers in an increasingly dynamic and connected world. With higher digital adoption by consumers, today's marketers need to understand consumer behaviour patterns and deliver personalised marketing experiences. This is key to be a winning marketing organization and seek higher business returns. This year at Impact we are trying to simplify the new narrative in collaboration with industry experts and show ways to amplify the messaging by building modern marketing capabilities.” Here are some highlights to look out for - full <a href="https://www.mmaglobal.com/impactindia2021/agenda">agenda</a> here: <ul><li>Faith Popcorn, Founder &amp; CEO, BrainReserve will be talking about ‘Your Next Consumer: 3 Fierce Factors’</li><li>Session by D Shivakumar, Group Exec. President, Aditya Birla Group – The Next Decade Marketer</li><li>Jeyandran Venugopal, Chief Product &amp; Technology Officer at Flipkart is speaking on ‘Technology First - Solutions to Power E-Commerce in India at Scale’</li><li>Bret Kinsella, CEO &amp; Founder, Voicebot.ai will present a keynote on ‘The Rise of Voice AI and Impact on Marketing’</li><li>Panel session with Intel, Pepsico, Aditya Birla Capital, Licious &amp; Dr. Reddy’s – Modern Marketing Perspectives</li><li>2 exclusive playbooks on Martech &amp; Ecommerce will be launched</li></ul>Here is the link to view the <a href="https://www.mmaglobal.com/impactindia2021#speakers">speakers</a>. MMA is calling out to the industry to join them, connect and evangelise areas specific to modern marketing at IMPACT 2021 – <a href="https://mmaevents.mmaglobal.com/impactindia2021?discountcode=TIMESBRIDGE">Register Here</a>. Key partners include – Flipkart, <keyword id="6355629" type="COMPANY" weightage="20" keywordseo="google">Google</keyword>, Httpool, SAS, Trell, Aqilliz, Intel, mFilterIt.

MMA announces IMPACT INDIA 2021 to help ‘Shape the Future’ of Modern Marketing

<ul><li>This is the third edition of the <keyword id="8794754" type="UNKNOWN" weightage="20" keywordseo="mobile-marketing-ecosystem-report">Mobile Marketing Ecosystem Report</keyword> 2020.</li><li>This year, the report revolves around how mobile is a bigger platform than digital platforms.</li><li>It also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes.</li></ul> With more and more Indians choosing to use various OTT platforms to consume content, a recent report by the <keyword id="1388371" type="ORGANIZATION" weightage="20" keywordseo="Mobile-Marketing-Association">Mobile Marketing Association</keyword> and <keyword id="177241" type="COMPANY" weightage="20" keywordseo="GroupM">GroupM</keyword> has stated that OTT players will make hefty investments of approximately ₹2.5 billion for content creation as well as distribution. The findings are a part of the Mobile Ecosystem Report 2020. In its third edition, the report this year revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why it’s necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">mobile marketing</keyword> stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise. Here are the key highlights from the report: Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces creator to be more spontaneous and thus increases the likelihood of the content being authentic. AI: About 80 % of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business. E-Wallets: India’s local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce. Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games. 
 
 
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 OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms. 
	
 
 
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 Original Content on OTT: OTT players are estimated to make hefty investments of approximately INR 2.5 billion for content creation as well as distribution. 
 
 
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 Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year. Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads. Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet. Voice: 25% of search queries in India are through voice commands. 38% of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising. 
	
 
 
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 MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80% of large corporates have adopted machine learning in some form; 30% of new-gen start-ups Measurement Metrics: The key metrics that matter to business are output metrics, Brand and Sales metric. Very often, advertisers measure input metrics as a way to quantify or metricize their advertising efforts. While these metrics are important to ensure hygiene and efficiency of campaign input, these are not output metrics that ultimately matter to business growth. Current mobile landscape statistics: <ul><li>India has active user base of 451Mn while the internet penetration hovers over 36%</li><li> Currently, across both rural and urban areas in India, 99% of users are using the internet on their mobile phones</li><li> Along with cheaper data plans, smart phones have also become more affordable, allowing wider access</li><li> Out of a population of 1.3-1.4 billion, India has 1.16 billion mobile subscribers, comprising 700 million unique mobile subscribers</li><li> With the increase in number of mobile phones, time spent on mobile also grew to 3.7 hours per day which is a 25% jump as compared to 2017 data</li><li> Currently, data in India is priced at USD 0.26 for 1 GB, as compared to the global average of USD 8.53 per GB</li><li> In the third quarter of 2019, the smartphone market in India shipped a whopping 46.6 million units, fuelled by launches of new models, online sales and price corrections</li><li> In 2019, consumers downloaded a record 204B apps worldwide, spending close to $120B which is 2x of 2016 spending</li><li> Among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%</li></ul> Speaking about the report, <keyword id="6812225" type="UNKNOWN" weightage="20" keywordseo="Moneka-Khurana">Moneka Khurana</keyword>, Country Head, MMA India said, “Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem”. <keyword id="232445" type="PERSON" weightage="20" keywordseo="Prasanth-Kumar">Prasanth Kumar</keyword>, CEO, GroupM South Asia commented, “India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of ‘mobile-first consumption’ users in the country.” “India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country.” he added. For the first time, the report incorporates POV (point of view) articles from industry experts like Sandeep Bhushan, Director &amp; Head, Global Marketing Solutions, Facebook; Madhubanti Banerjee, Director, Marketing Effectiveness, Nielsen Media, South Asia; Gulshan Verma, SVP &amp; Head, Client &amp; Agency, Hotstar; Sameer Singh, Vice President, Monetization, TikTok India; Niraj Ruparel, Head – Mobile, Mindshare; Amit Relan, Co-founder &amp; Director, mFilterIt; and Rohit Sharma, Founder &amp; CEO, Pokkt Mobile ads. From metrics evaluation, brand safety, mobile entertainment to gaming and voice/audio marketing, these opinion pieces from industry leaders will help marketers to understand the gaps in content, measurement and brand safety, which are widely acknowledged as key industry challenges.

OTT players to invest an estimated ₹2.5 billion on content creation and distribution: Mobile Marketing Ecosystem Report 2020

<ul><li>With Google, Apple and Firefox putting an end to third-party cookies, the future of the ad tech industry seems to be cookie-less. </li><li>At the same time, with digital advertising seeing an astronomical demand after COVID, ad frauds in our country are also increasing. </li><li>Airtel’s <keyword id="10821983" type="UNKNOWN" weightage="20" keywordseo="new-adtech-platform-airtel-ads">new AdTech platform Airtel Ads</keyword> is promising zero ad frauds to its clients. </li><li>We spoke to Adarsh Nair, Chief Product Officer, <keyword id="6354287" type="DOMAIN" weightage="20" keywordseo="bharti-airtel">Bharti Airtel</keyword> to find out how it is going to deliver the promise of zero <keyword id="3381776" type="PERSON" weightage="20" keywordseo="Ad-Fraud">ad fraud</keyword> to its clients, goals for this fiscal and focus areas for FY22. </li></ul>After COVID-19 disrupted the world and India entered into a lockdown, all businesses shifted their marketing monnies to digital mediums. It wasn’t just an outreach medium, it became an integral part of their marketing strategy. Today, marketers are bundled with piles of data. However, as the importance of digital marketing increased at an astronomical rate, advertising budgets slashed. So, with the pressure to increase advertising effectiveness, meet client’s expectations and their strict deadlines, ad frauds have also shot up in our country. In 2020, reduced marketing budgets led to lower fraud rates across all apps, improved preventive measures also contributed to a decline in mobile frauds. This year, according to App Flyer, frauds will remain a serious issue as the marketing budgets have started recovering. 20% of all mobile advertising spends in India are wasted on fraudulent impressions and clicks, revealed Mobile Marketing Association. According to market research firm techARC and fraud detection and elimination platform mFilterIt, ad fraud in India will grow to an average of 45%-55% amidst the industry’s recovery from the Coronavirus pandemic. This new prediction is a stark rise from the country’s current ad fraud. Travel, entertainment, and finance were the most affected verticals and will remain most vulnerable to fraud this year. However, Bharti Airtel’s new AdTech platform ‘<keyword id="3285315" type="PERSON" weightage="20" keywordseo="Airtel-Ads">Airtel Ads</keyword>’ is promising zero ad fraud to its clients. According to Adarsh Nair, Chief Product Officer, Bharti Airtel, the first step of avoiding an ad fraud is honesty and transparency. Telling us how the telco will deliver on the promise, Nair said, “If the marketers were a little more careful about where they invested their money, they could avoid ad fraud. But unfortunately, they also push to see impressions and results. And this is where that behaviour starts. However, inside Airtel, there cannot be ad fraud. It is a home-grown system, we are not allowing any of these technologies into our system. We are building everything from ground up. So there's no affiliate, no third-party, it is entirely monitored by us. So when an advertiser comes to us and says, I would like to interact with the youth, and they want to touch 1 million premium views, we will touch 1 million premium views. And if we cannot, we will tell the advertiser, sorry, I don't think we can get to 1 million but we can promise 5,00,000 instead. We're okay with that. This is why I am confident that inside the Airtel app, there cannot be ad fraud because we are not letting anybody from the outside into our system. It is a completely closed system in which our preferred brands can connect with other quality consumers.” <cmsannotation type="cmsannotation" annotationid="Future of AdTech and Airtel Ads" text="Future of AdTech and Airtel Ads">Future of AdTech and Airtel Ads</cmsannotation> With a massive increase in mobile consumption and digital ad spends, cookies have become the oil that run the whole system. However, with Apple, Firefox’s Mozilla and Google blocking third-party cookies last year, the future seems to be cookie-less. Airtel, however, is not dependent on cookies at all, which Nair believes, makes its ad tech platform future-ready and error-proof. “The minute cookies are removed, the entire way of advertising will change. And the good news is Airtel Ads does not depend on cookies. We are a trusted platform that works only inside the Airtel ecosystem. We work directly with our consumers and our brands so there's no problem of cookies. We have none of the problems that the existing ad tech industry has. We have a first-party completely controlled ecosystem for Airtel Ads. Therefore, the message I'm giving you today could define the way companies actually think about AdTech in the future. They will go to trusted players and stop giving it to affiliates. And trying to launch big campaigns using cookies --- all that's going to stop and it'll slowly move towards how Airtel is doing business,” said Nair. Nair also told us that the future of AdTech will be to build for India, build for outcomes and build for trust. <cmsannotation type="cmsannotation" annotationid="Planning process of Airtel Ads" text="Planning process of Airtel Ads">Planning process of Airtel Ads</cmsannotation> Airtel’s plan to launch an AdTech platform began two years ago, when Nair joined the company. He realised that the current AdTech ecosystem woos its clients with quantitative results in terms of clicks and actions but customers often don’t find the right brand of their choice and clients don’t find a long-term value from their deals. AdTech platforms also have limited access to digitally-savvy populace, leaving out a massive opportunity with the spenders in the hinterlands. So, Airtel found a perfect bridge in the market to help brands connect with its 320 million customers. Nair said, “Airtel Ads breaks new ground in the USD 10 billion Indian advertising industry. By abstracting Airtel’s unique strengths of quality customers, best-in-class network and world-class digital platforms, Airtel Ads offers innovative channels for brands to reach the right audiences. What truly differentiates Airtel Ads is its razor-sharp focus on quality over quantity and real impact vs vanity metrics.” Airtel Ads was launched as a beta test a few months before COVID and the platform has already worked with 100 clients across multiple categories – FMCG, BFSI, Digital Startups, etc. Early advertisers include PepsiCo, zomato, CRED, Tata AIG, Lenskart, Apollo 247, Cars24, Gameskraft, Vahan and Harley Davidson. It provides omni-channel access through its apps such as Wynk, Xstream, Thanks App and DTH TV ads. In a span of one year, Airtel Ads has delivered 8 billion plus impressions and generated ₹100 crore annualized revenue. On what helped a new platform achieve the Rs 100 crore milestone in a year, Nair answered with a word, ‘patience.’ “Sometimes, people are in a rush to achieve milestones. You think, 'Let's go make things happen'. But while we have a sense of urgency, we also have a lot of patience. For the first interaction, let’s say we get a budget of Rs 2 lakh only. We’ll happily accept that and draft them a plan. Next month, this amount goes up to Rs 5 lakh, it keeps increasing and soon we are sitting on a Rs 1 crore budget from that same client. So, this patience and focus on the right experience for the brand has been our biggest win. And we are seeing brands come in, trying something with us, liking us and slowly scaling. And this is what I call ‘product scale’, where we are not rushing anybody. We are letting the brands come in and take their time to grow with us,” elobarted Nair. With the Indian advertising industry expected to grow to USD 19 billion by 2025 from the current USD 10 billion, Airtel App is eyeing to capture a meaningful share of the growing pie with its sharp focus on quality. Airtel Ads is also working to bring the offline space under its AdTech network to help its clients connect with non-digital savvy users. It is also planning to adopt a pull strategy to attract more clients this year. Sharing Airtel Ads’ goals for this fiscal, Nair said, “By the end of this year, I think we will easily cross into the 150 brands range, because we've got a month and a half left. We will probably be reaching out to another 50-60 brands, they'll all start from financing with us, so we'll probably cross 150. About the targets beyond that, we know the top 100 brands in India who spend most of their money, they are the ones we want to reach out to. For the remaining probably 2000-3000 brands, we will put out scalable solutions for which they can approach us. We don't have to wait for a salesperson to go to them, they can reach out to us, put a budget on the website and get started.” Airtel Ads will also focus on scaling, offer creative solutions that can help its clients engage more with their targeted audience and improve app intelligence. “We have an ambition to scale beyond the digital, get into the offline/retail side. So, we are constantly monitoring the supply increase. We're also very interested in creative ad solutions. I'll give you an example. Take for instance an online concert where 100,000 users are engaging with an artist. While the artist takes a break, can we create a digital game that all the online users can play, which is actually sponsored by let's say a Pepsi? It'd be a fantastic ad format, which creates engagement. People get to learn about a new company while engaging in the game. Creatives Ad will be a focus area within the supply. On the demand front, it is going to be a constant drumbeat. How do we access all the big advertisers and how do we make sure our solution is also available to the small and medium businesses. That journey will never stop. The rest of my time is spent deep on experience. How do we get the right data that we have today to make sure that we understand it better, so that we only connect the right product to the consumer who needs it? This is where a lot of our tech investments will go,” said Nair, signing off.

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Rising cases of cyberbullying, data privacy and other threats in online gaming: Report

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Digital Ad Fraud is estimated to cost brands around $44 billion to fraudulent activities by 2022 and reach up to 45% of total spent: mFilterIt

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OTT players to invest an estimated ₹2.5 billion on content creation and distribution: Mobile Marketing Ecosystem Report 2020

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How Airtel’s AdTech platform is planning to deliver on the promise of ‘zero ad frauds’ to its clients

Karuna Sharma

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