[Informe de investigación] Se espera que el mercado de herramientas de detección de fraude publicitario crezca de 252,92 millones de dólares en 2021 a 762,89 millones de dólares en 2028; se estima que crecerá a una tasa compuesta anual del 17,1% durante 2021 a 2028.
Con el creciente número de usuarios de Internet, la demanda de publicidad digital está aumentando debido a varios Plataformas digitales para publicidad. La publicidad digital es ahora más sofisticada, personalizada y relevante. Los consumidores pasan más tiempo en línea que nunca y la publicidad digital ofrece una manera ideal de llegar a consumidores multidispositivo y multicanal. Los especialistas en marketing también pueden dirigirse a los consumidores con una precisión excepcional como nunca antes. Las marcas ya no se limitan solo a datos demográficos y firmográficos, sino que pueden dirigirse a la audiencia exacta con mayor probabilidad de comprar en función de miles de variables de segmentación de estilos de vida, personalidad, comportamientos e intención de compra. El móvil es el principal impulsor del crecimiento de la publicidad digital hoy en día, representando más del 70% de la publicidad digital y más de una cuarta parte del total de los desembolsos en medios, según los datos del sitio web V12. Además, los estadounidenses pasan más de 10 horas al día frente a las pantallas, y aproximadamente cinco de esas horas las pasan en sus teléfonos inteligentes.
La llegada de la publicidad digital conduce a un aumento de fraude publicitario digital y también ha causado muchas pérdidas de ingresos para las empresas. Por ejemplo, se estima que el fraude publicitario digital costará a las marcas alrededor de 44 mil millones de dólares debido a actividades fraudulentas para 2022 y alcanzará hasta el 45% del gasto total, según datos de mFilterIt de noviembre de 2021. Además, los estafadores están desarrollando continuamente tecnologías para engañar a los consumidores. ecosistema, mientras que las empresas de tecnología evolucionan constantemente para encontrar formas de detener a estos estafadores. Por lo tanto, para evitar que se produzcan este tipo de fraudes publicitarios con las marcas y los anunciantes, empresas como mFilterIt ofrecen soluciones integrales para los fraudes publicitarios digitales. La solución utiliza algoritmos complejos para monitorear activamente la superficie y los espacios de la web oscura y luego, utiliza inteligencia artificial y aprendizaje automático para convertirlos en informes significativos y procesables que ayudan a los custodios de la marca y a los propietarios de la comunidad a proteger de manera proactiva cualquier daño potencial a la identidad y la privacidad. de los miembros de su comunidad. Por lo tanto, con el aumento de los anuncios digitales, las actividades fraudulentas en anuncios digitales están aumentando, lo que impulsa la necesidad de herramientas de detección de fraude publicitario a nivel mundial.
Mercado de herramientas de detección de fraude publicitario: Perspectivas estratégicas
Impacto de la pandemia de COVID-19 en el mercado mundial de herramientas de detección de fraude publicitario
En 2020, con el escenario del brote de COVID-19, el bloqueo nacional de Todos y cada uno de los países han aumentado la amplitud del mercado de las tecnologías digitales. Cada vez más personas utilizan una o varias plataformas digitales por varias razones, como el trabajo desde casa (FMH), las transacciones en línea a través de sus bancos y las transacciones en línea. aplicaciones digitales o mediante billeteras de dinero móviles/digitales. Y con ello, también aumentan los fraudes publicitarios a través de un solo clic. Esto había provocado varias pérdidas de ingresos para la empresa. Por ejemplo, los datos de matchseries.com muestran que las pérdidas globales por fraude publicitario en 2020 alcanzaron un total de 35 mil millones de dólares, mientras que un informe de Campaign Asia publicado en diciembre de 2020 encontró que el fraude publicitario está robando el 20% de las ganancias en línea del mundo. gasto publicitario. Estas cifras ayudan a ilustrar el alcance del problema que el fraude publicitario crea para las empresas, y la amplia gama de diferentes plataformas y opciones publicitarias disponibles para las empresas significa que el nivel de desperdicio puede variar considerablemente. No sólo las PYME son víctimas de cantidades tan significativas de tráfico fraudulento, sino que también muchas de las empresas más grandes del mundo se ven afectadas. Por lo tanto, más empresas también adoptaron herramientas de detección de fraude publicitario. Por lo tanto, el mercado mundial de herramientas de detección de fraude publicitario tuvo un crecimiento positivo en 2020.
regiones lucrativas para los proveedores de herramientas de detección de fraude publicitario
Perspectivas del mercado de herramientas de detección de fraude publicitario
Aumento del uso de IA y aprendizaje automático para impulsar el mercado de herramientas de detección de fraude publicitario durante el período de pronóstico
El uso de inteligencia artificial (IA) y aprendizaje automático (ML) ayuda a abordar los últimos tipos de fraudes publicitarios gracias a las capacidades de autoaprendizaje. El sistema de detección de fraude impulsado por IA sigue un algoritmo de aprendizaje automático que ayuda al sistema a aprender de actividades sospechosas (clics, colocación de anuncios) y crea capas de protección. Este tipo de sistema no sólo mejora y se adapta para hacer frente a los últimos tipos de fraudes publicitarios, sino que también puede reconocer patrones en un conjunto de puntos de datos mucho más extenso que los sistemas tradicionales. En promedio, un sistema de detección de fraude basado en IA (ML) puede analizar más de 80 dimensiones a la vez y puede detectar incluso los fraudes publicitarios más sofisticados, como el fraude publicitario de Methbot.
Mercado de herramientas de detección de fraude publicitario: Información de mercado basada en tipos
Según el tipo, el mercado de herramientas de detección de fraude publicitario se divide en sitios web y dispositivos móviles. En 2021, el segmento móvil lideró el mercado de herramientas de detección de fraude publicitario y representó una mayor participación de mercado.
Mercado de herramientas de detección de fraude publicitario, por tipo, 2020 y 2028 ( %)
Mercado de herramientas de detección de fraude publicitario: ndash; Información del mercado basada en el usuario final
Según el usuario final, el mercado de herramientas de detección de fraude publicitario se segmenta en comercio electrónico, viajes, finanzas, juegos y otros. En 2021, el segmento financiero lideró el mercado de herramientas de detección de fraude publicitario y representó la mayor participación de mercado.
Los actores que operan en el mercado de herramientas de detección de fraude publicitario adoptan estrategias como fusiones, adquisiciones e iniciativas de mercado para mantener sus posiciones en el mercado. A continuación se enumeran algunos avances de los actores clave:
- En febrero de 2021, Applovin Corporation adquirió Adjust GmbH. Esta adquisición ofrecerá las mejores soluciones de su clase en un solo paquete, poniendo soluciones de medición, análisis, crecimiento y monetización al alcance de todos los desarrolladores de aplicaciones de todo el mundo.
- En febrero de 2020, App Samurai Inc. (plataforma de crecimiento móvil) logró una inversión de 2,4 millones de dólares en una ronda de financiación liderada por 212 emprendimientos, con chispa colectiva, 500 startups y Degerhan Usluel, elevando la inversión total a 4,6 millones de dólares. App Samurai utilizará los fondos para desarrollar su cartera de productos y trabajar hacia la expansión global.
Perfiles de la empresa
- AppsFlyer Ltd.
- Adjust GmbH
- Branch Metrics, Inc.
- FraudScore
- Interceptd (App Samurai Inc.)
- Machine Advertising Limited
- Realizar[cb], LLC
- Scalarr Inc.
- Singular Labs, Inc.
- TrafficGuard Pty Ltd
- ADEX (Samoukale Enterprises Limited)
Report Coverage
Revenue forecast, Company Analysis, Industry landscape, Growth factors, and Trends
Segment Covered
This text is related
to segments covered.
Regional Scope
North America, Europe, Asia Pacific, Middle East & Africa, South & Central America
Country Scope
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to country scope.
Frequently Asked Questions
North America held the largest market share in year 2020, along with the notable revenue generation opportunities in Europe and APAC.
Key companies in the ad fraud detection tools market include Adjust GmbH; AppsFlyer Ltd.; Branch Metrics, Inc.; FraudScore; Interceptd (App Samurai Inc.); Machine Advertising Limited; Perform[cb], LLC; Scalarr Inc.; Singular Labs, Inc.; TrafficGuard Pty Ltd; and ADEX (Samoukale Enterprises Limited).
The usage of artificial intelligence (AI) and machine learning (ML) helps tackle the latest kinds of ad frauds due to self-learning capabilities. AI-powered fraud detection system follows a ML algorithm that helps the system learn from suspicious activities (clicks, ad placements) and builds layers of protection.
On the basis of type, the ad fraud detection tools market is segmented into website and mobile. Ad frauds are the act of generating revenue using fraudulent digital advertising techniques. Usually, this is categorized into two broad terms: desktop (website) and mobile ad frauds. With an increasing number of mobile users globally and less protection on mobile devices, fraudulent activities are more observed on mobile devices. And with larger mobile ad fraud detection & prevention tools, the mobile segment dominates the market.
Ad fraud detection tools are increasingly adopted by SMEs due to the growing number of small and medium businesses are shifting focus toward online marketing, such as social media marketing. Fraudsters are seeing an influx of new and often unaware digital properties as prey, with more small-to-medium enterprises (SMEs) shifting marketing efforts toward digital platforms. Further, the number of start-ups is increasing across the globe. Therefore, the rising number of SMEs across the globe focusing toward online marketing creates a lucrative opportunity for ad fraud detection tools market players..
Growth in Managing & Monitoring Advertising Campaigns
Surge in Digital Advertisement
The List of Companies - Ad Fraud Detection Tools Market
- AppsFlyer Ltd.
- Adjust GmbH
- Branch Metrics, Inc.
- FraudScore
- Interceptd (App Samurai Inc.)
- Machine Advertising Limited
- Perform[cb], LLC
- Scalarr Inc.
- Singular Labs, Inc.
- TrafficGuard Pty Ltd
- ADEX (Samoukale Enterprises Limited)
The Insight Partners performs research in 4 major stages: Data Collection & Secondary Research, Primary Research, Data Analysis and Data Triangulation & Final Review.
- Data Collection and Secondary Research:
As a market research and consulting firm operating from a decade, we have published and advised several client across the globe. First step for any study will start with an assessment of currently available data and insights from existing reports. Further, historical and current market information is collected from Investor Presentations, Annual Reports, SEC Filings, etc., and other information related to company’s performance and market positioning are gathered from Paid Databases (Factiva, Hoovers, and Reuters) and various other publications available in public domain.
Several associations trade associates, technical forums, institutes, societies and organization are accessed to gain technical as well as market related insights through their publications such as research papers, blogs and press releases related to the studies are referred to get cues about the market. Further, white papers, journals, magazines, and other news articles published in last 3 years are scrutinized and analyzed to understand the current market trends.
- Primary Research:
The primarily interview analysis comprise of data obtained from industry participants interview and answers to survey questions gathered by in-house primary team.
For primary research, interviews are conducted with industry experts/CEOs/Marketing Managers/VPs/Subject Matter Experts from both demand and supply side to get a 360-degree view of the market. The primary team conducts several interviews based on the complexity of the markets to understand the various market trends and dynamics which makes research more credible and precise.
A typical research interview fulfils the following functions:
- Provides first-hand information on the market size, market trends, growth trends, competitive landscape, and outlook
- Validates and strengthens in-house secondary research findings
- Develops the analysis team’s expertise and market understanding
Primary research involves email interactions and telephone interviews for each market, category, segment, and sub-segment across geographies. The participants who typically take part in such a process include, but are not limited to:
- Industry participants: VPs, business development managers, market intelligence managers and national sales managers
- Outside experts: Valuation experts, research analysts and key opinion leaders specializing in the electronics and semiconductor industry.
Below is the breakup of our primary respondents by company, designation, and region:
Once we receive the confirmation from primary research sources or primary respondents, we finalize the base year market estimation and forecast the data as per the macroeconomic and microeconomic factors assessed during data collection.
- Data Analysis:
Once data is validated through both secondary as well as primary respondents, we finalize the market estimations by hypothesis formulation and factor analysis at regional and country level.
- Macro-Economic Factor Analysis:
We analyse macroeconomic indicators such the gross domestic product (GDP), increase in the demand for goods and services across industries, technological advancement, regional economic growth, governmental policies, the influence of COVID-19, PEST analysis, and other aspects. This analysis aids in setting benchmarks for various nations/regions and approximating market splits. Additionally, the general trend of the aforementioned components aid in determining the market's development possibilities.
- Country Level Data:
Various factors that are especially aligned to the country are taken into account to determine the market size for a certain area and country, including the presence of vendors, such as headquarters and offices, the country's GDP, demand patterns, and industry growth. To comprehend the market dynamics for the nation, a number of growth variables, inhibitors, application areas, and current market trends are researched. The aforementioned elements aid in determining the country's overall market's growth potential.
- Company Profile:
The “Table of Contents” is formulated by listing and analyzing more than 25 - 30 companies operating in the market ecosystem across geographies. However, we profile only 10 companies as a standard practice in our syndicate reports. These 10 companies comprise leading, emerging, and regional players. Nonetheless, our analysis is not restricted to the 10 listed companies, we also analyze other companies present in the market to develop a holistic view and understand the prevailing trends. The “Company Profiles” section in the report covers key facts, business description, products & services, financial information, SWOT analysis, and key developments. The financial information presented is extracted from the annual reports and official documents of the publicly listed companies. Upon collecting the information for the sections of respective companies, we verify them via various primary sources and then compile the data in respective company profiles. The company level information helps us in deriving the base number as well as in forecasting the market size.
- Developing Base Number:
Aggregation of sales statistics (2020-2022) and macro-economic factor, and other secondary and primary research insights are utilized to arrive at base number and related market shares for 2022. The data gaps are identified in this step and relevant market data is analyzed, collected from paid primary interviews or databases. On finalizing the base year market size, forecasts are developed on the basis of macro-economic, industry and market growth factors and company level analysis.
- Data Triangulation and Final Review:
The market findings and base year market size calculations are validated from supply as well as demand side. Demand side validations are based on macro-economic factor analysis and benchmarks for respective regions and countries. In case of supply side validations, revenues of major companies are estimated (in case not available) based on industry benchmark, approximate number of employees, product portfolio, and primary interviews revenues are gathered. Further revenue from target product/service segment is assessed to avoid overshooting of market statistics. In case of heavy deviations between supply and demand side values, all thes steps are repeated to achieve synchronization.
We follow an iterative model, wherein we share our research findings with Subject Matter Experts (SME’s) and Key Opinion Leaders (KOLs) until consensus view of the market is not formulated – this model negates any drastic deviation in the opinions of experts. Only validated and universally acceptable research findings are quoted in our reports.
We have important check points that we use to validate our research findings – which we call – data triangulation, where we validate the information, we generate from secondary sources with primary interviews and then we re-validate with our internal data bases and Subject matter experts. This comprehensive model enables us to deliver high quality, reliable data in shortest possible time.
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