Why Machine Learning Isn't the Answer to Ad Fraud (Yet)

Mobile ad fraud is one of the biggest challenges the mobile marketing industry is currently facing. Fraud rates have almost doubled in the last year. A recent study by my firm showed 7.3 percent of all paid installs tracked were rejected once analyzed. Some advertisers lose up to 80 percent of their ad budgets, while the total financial impact around the globe is expected to surpass $4.9 billion dollars in 2018. Just as in other industries, a growing number of market players are touting machine learning as a miracle solution to the ad fraud epidemic, and they assert it will have a huge impact on how the industry deals with it everywhere.