Singular releases new ROI Index, names Tapjoy among the top 15 best-performing media sources.
If mobile advertisers can agree on one thing, it is that fraud is the single biggest challenge hanging over the industry. After all, the Association of National Advertisers (ANA) estimates that fraudulent clicks and bot-generated traffic cost the mobile and desktop ad industries approximately $6.5 billion in 2017 — a proportion of the total ad spend significant enough to warrant serious ruminating.
But it’s not all bad news. While fraud is a scary topic, many publishers, tech companies, and ad networks have made aggressive moves to reduce the amount of fraud in the mobile ecosystem, and in fact that ANA estimate is down 10 percent from the previous year.
Here at Tapjoy, we are also committed to combating fraud. We believe it all starts with implementing stringent quality standards to maintain a network that consists of nothing but trusted, premium app publishers. From there, we use our sophisticated machine learning algorithms to help identify fraud and cut it off at the pass, and regularly conduct manual reviews to ensure no bad actors slip through the cracks.
As a result, today we were named one of the most secure mobile ad networks in the world by Singular, a unified marketing analytics platform. After studying $1 billion in revenue data from over 1,700 apps with 315 million installs, Singular evaluated the fraud performance of over 1,200 mobile media sources and ranked Tapjoy among the top 15 sources — alongside Facebook, Apple, Twitter, Snapchat and other premium media companies.
Singular’s ROI Index ranks the top mobile media sources based on three factors:
- Quality (based on ROI or revenue divided by cost)
- Scale (total ad spend)
- Fraud (penalty based on the percentage of fraudulent installs driven by a media source)
In other words, in order to be recognized, media sources needed to drive lots of ROI-positive installs, with little fraud.
“Recognizing that fraud must be stamped out in order to give mobile advertisers complete confidence in their ad spend, we’ve made a very serious investment to reduce fraud throughout the US, Asia-Pacific, Europe and the entire world,” said Sarah Chafer, Tapjoy’s Vice President, Performance Sales. “We commend Singular for publishing their research and raising awareness of this important issue, because the more informed advertisers are and the more attention placed on ad fraud, the better the industry is positioned to invest in the right channels.”