PERTH, Australia, Leading ad fraud prevention specialist, TrafficGuard, announced today that it has been appointed by music streaming service, Deezer, to protect and verify their mobile app advertising.
Invalid traffic is a significant burden to digital advertising. Invalid traffic is any advertising engagement – impressions, clicks, installs or conversions – that is not the result of genuine interest in the advertised offering. Invalid traffic, or ad fraud as it is commonly referred to, accounts for 44% of ad clicks analysed by TrafficGuard, as well as 30% of installs for mobile app advertisers.
The problem of invalid traffic is particularly acute for mobile app advertisers where inherent vulnerabilities to the app install attribution process leave businesses like Deezer, vulnerable to misattribution. Misattribution occurs when a fraudulent traffic source is inaccurately credited with delivering a conversion by the app’s mobile measurement platform (MMP). This results in the wrong sources receiving payment. For mobile app marketers, misattribution often leads to further investment in sources of invalid traffic, to the detriment of sources of legitimate traffic and advertising ROI.
Created in Paris, Deezer is a music streaming service with 16 million active users in over 180 countries. Deezer is the exclusive global music partner for Google’s recently acquired fitness app, FitBit.
TrafficGuard was chosen after an extensive and rigorous evaluation of solutions to protect Deezer’s global mobile advertising. By verifying all types of ad engagement, TrafficGuard is able to mitigate misattribution by invalidating clicks and preventing their sources from getting attribution from the MMP.
TrafficGuard’s founder and Chief Operating Officer, Luke Taylor said, “Misattribution is particularly important to solve because it has a snowball effect on advertising investment and ROI. Once the install is attributed to the wrong network, all the following events and conversions for that user are attributed to the wrong network as well. As a result, a 20% discrepancy in installs, might be a 50% discrepancy in revenue attribution. By crediting the wrong networks businesses are continually underinvesting in the networks and channels that are driving results. We are proud to have a broad scope of collaboration and to become a trusted advisor to Deezer on all topics related to measurement, verification, optimisation and growth.”
With solutions that allow measurement and verification of different digital advertising channels and campaign types, TrafficGuard wants all businesses to be able to verify their traffic. As COVID-19 gained a grasp of the world in 2020, TrafficGuard launched its first free solution, helping small businesses get a better view of quality in their Google Ads campaigns.
Of their approach, Luke said, “Enabling strong measurement/verification is the #1 foundation for sustainable growth. When everyone is better equipped to protect their own ad spend, it gets harder for ad fraud perpetrators to make money and survive. All boats rise and performance improves for everyone.”
About TrafficGuard
TrafficGuard has been in development since 2016. The company has quickly established itself as an advertising verification powerhouse protecting ad spend of high-growth tech unicorns including Asia’s GO-JEK and LATAM super-app Rappi. TrafficGuard has offices in the United States, Australia, Brazil, Croatia, and Singapore. More information about TrafficGuard and its solutions can be found at http://www.trafficguard.ai
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By PR Newswire
