mFilterIt-e4m webinar: Marketers share insights on tackling ad frauds during the pandemic
The virtual roundtable saw industry experts discussing ways to curb the growing menace of ad frauds in online advertising
In the latest edition of the e4m webinar presented by mFilterIt, industry experts came together to discuss the growing menace of ad-frauds in the COVID times. On 25th August 2020, in a virtual roundtable, experts discussed the biggest challenge faced by marketers on ad frauds, focusing on its ever-increasing nature during the COVID-19 pandemic.
The panel featured digital marketers including Gaurav Shitak, Vice President and Head- Digital Marketing, Sharekhan; Arvind RP, Director – Marketing and Communications, McDonald's India; Ankit Banga, Head Marketing, Indiabulls Home Loans; Pawrush Elavia, Head Digital Marketing and Growth, ZEE5; Prabhakar Tiwari, Chief Marketing Officer, Angel Broking along with Dhiraj Gupta, CTO and Co-Founder, MFilterIt as the session chair.
The roundtable commenced with a discussion on Google Analytics (GA). Gupta quizzed the panellists: "I am using GA to measure my web campaigns and it has protection against bots. I pay only on actual sale. Can I assume I am safe from ad fraud?”
Banga replied: "Fraud is part and parcel of your life now especially when you are running performance. We use apps flyer as our attribution tool and we have enabled protect 360. That is the hygiene thing that one would land up doing to ensure that fraud is at least controlled at a high level.”
Gupta continued the discussion by asking on retargeting fraud. He asked, “If we target very specific audiences would scope for ad fraud be low?”
Arvind stressed on the fact that frauds happen at the very place where marketers invest. He added, "In terms of platforms, we do focus on a fair bit of affiliates and hence significant issues ad frauds to tackle through the year”.
Dhiraj Gupta, CTO and Co-Founder, MFilterIt shone the spotlight on brands like LG, Sony, Marks and Spencer that are opening their key stores in India in the last couple of months so direct-to-consumer has become a big thing.
Tiwari highlighted: “We are a digital broker two and half decades old and we have seen a lot of digital transformation. We believe that the brand team and the performance marketing team has to work very closely and digital is the main medium for us.”
"We are heavy on digital marketing. Digital is the primary medium for us and we do all sorts of the campaign there. If you're putting so much money what is coming out? Whether you build up a brand or do a performance campaign the core purpose of that money is to start coming back to the organization”, Shitak pointed out.
Gupta posed another question to the panellists about brand keywords and increasing bid rates on search.
Elavia explained, "We are using Google analytics for our web tracking. There are multiple options on app to protect ourselves from fraud detection, on the website there is lesser option what we have found."
“We have a certain benchmark in terms of impression to click ratio which is well established because we have been spending a lot on Google platform for a very long time. So we have an idea on what all great impressions we have”, concluded Tiwari.
