Our Q1 2017 ad fraud benchmark insights yesterday revealed that ad fraud rates can vary greatly between tablets and smartphones, both in-app and on the web.
Today’s insight uncovers that this is true across all major operating system, including Android, iOS, and Windows.
Additionally, we’ll share which operating systems are more susceptible to ad fraud.
Android inventory is up to 3x more likely to be fraudulent compared to Apple’s iOS inventory
Our study also reveals that discrepancies between ad fraud rates across the various mobile operating systems.
Android’s smartphone ad fraud rate of 38% is 1.8x higher than Apple’s rate of 21%
Android’s tablet ad fraud rate of 19% is over 3x higher than Apple’s rate of 6%
Android mobile advertising inventory is typically more susceptible to ad fraud when compared to Apple’s iOS because Android is an open source platform, whereas Apple is a closed system. In many ways, Android is the Wild Wild West, while Apple has stronger evaluation and monitoring criteria.
Most non-U.S. Android users are accustomed to downloading Android apps from third-party app stores, which have little to no quality checks
Once an app grows in popularity, the app is quickly reskinned and uploaded to same app store or other third-party app stores for maximum coverage
Bad apps usually have a short lifespan and try to gain access to maximum permissions on the users' device for rogue purposes
Smartphone devices in developing countries sometimes come with malware pre-installed that are from info-stealers and rough ad networks or mobile ransomware rings
Smartphone ad inventory is at least 2x more likely to be fraudulent across all major operating systems
Across all operating systems — Android, iOS, and Windows — smartphone ad inventory (across web and apps) was at least 2x more likely to be fraudulent compared to tablet inventory.
Android: Smartphone ad inventory is 2x more likely to be fraudulent than tablet inventory
iOS: Smartphone ad inventory is 3.7x more likely to be fraudulent than tablets
Windows: Smartphone ad inventory is 10x more likely to be fraudulent than tablets
Download the list of mobile platforms with the best inventory quality in March.
This post is part of an ongoing series highlighting Pixalate's Quarterly Global Ad Fraud Benchmarks for Q1 2017. Sign up for our blog to learn more.
Disclaimer: The content of this page reflects Pixalate’s opinions with respect to the factors that Pixalate believes can be useful to the digital media industry. Any proprietary data shared is grounded in Pixalate’s proprietary technology and analytics, which Pixalate is continuously evaluating and updating. Any references to outside sources should not be construed as endorsements. Pixalate’s opinions are just that - opinion, not facts or guarantees.
Per the MRC,
“'Fraud' is not intended to represent fraud as defined in various laws, statutes and ordinances or as conventionally used in U.S. Court or other
legal proceedings, but rather a custom definition strictly for advertising measurement purposes. Also per the MRC,
“‘Invalid Traffic’ is defined generally as traffic
that does not meet certain ad serving quality or completeness criteria, or otherwise does not represent legitimate ad traffic that should be included in measurement counts.
Among the reasons why ad traffic may be deemed invalid is it is a result of non-human traffic (spiders, bots, etc.), or activity designed to produce fraudulent traffic.”