The team at mobile ad network BuzzCity has announced findings of recent research efforts designed to help combat the on-going issue of click fraud in the mobile advertising industry.
The research effort was born of a series of joint initiatives with some of the world’s leading universities – the Singapore Management University (SMU) and the National University of Singapore (NUS).
These studies provided a platform for researchers to analyze data patterns to help identify the many different ways that fraudulent activity mimics human clicking activity, thereby helping to increase the effectiveness of click fraud detection and fraudulent publishers.
“Click fraud effectively enables fraudsters to make a small sum of money from each fraudulent click, which can add up to quite a large sum of money if done enough times,” explains Dr. KF Lai, CEO of BuzzCity.
Among myriad detrimental factors, click fraud seriously diminishes the efficiency of a campaign as well as damaging the user experience – with promotional messages becoming unreliable and misleading, Buzzcity stated in a press release Tuesday morning.
“The results of this study are critical to maintaining the integrity of the performance of mobile advertising campaigns for the industry as a whole,” Dr. Lai adds. “It will not only help to prevent this kind of illegal activity, but it is also about improving our accountability to advertisers, and that advertisers using mobile advertising networks can be confident of their quality.”
For more information about the ad network and its efforts, click here.