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AppsFlyer’s Quinn argues that marketers need a complete picture of all consumer touchpoints, regardless of where their activities take place. “This is ultimately what the people-based attribution solutions that are now coming into the market are aiming to do,” he says. “They see highly measurable mobile apps as the centerpiece in a holistic customer engagement strategy, and connect various other channels—OTT, mobile web, desktop—into a detailed customer journey.”

The findings are drawn from a study commissioned by AppsFlyer which showed that 41% of marketers do not consider mobile ad fraud to present any risk to their ad spend – even though a recent State of Mobile Fraud report identified $2.3bn worth of fraudulent activity in the first half of 2019 alone.

The true cost of mobile ad fraud over the first half of the year has been calculated by mobile attribution and marketing analytics specialists Appsflyer, which found that $2.3bn in ad spending was subject to app install fraud over the first six months.

The move to OTT will be a boon to advertisers in the form of addressable TV advertising, which allows for real-time targeting of custom, complex audiences and for much finer-grained measurement and performance tracking compared to traditional index-based TV buying.

'Marketers must get a handle on ad fraud to safeguard spend'

AppsFlyer, the leading mobile attribution company, released its latest Performance Index, providing marketers with the most comprehensive report to date on the evolving mobile advertising industry.

The top sites and networks for mobile app installs are, in order, Facebook, Google, Apple (Search Ads), Snap and Twitter. This changes somewhat by app category and geography but this is the hierarchy in North America according to the latest AppsFlyer Performance Index.

AppsFlyer’s people-based attribution enables marketers to avoid inaccuracies and duplication of users, while offering fresh visibility into navigation and behaviour across apps, the web and throughout the digital landscape. Armed with these unparalleled insights into brand interactions and the path to purchase, marketers can optimise their campaigns and maximise the impact of each customer touchpoint.

28 percent of global mobile media budgets are wasted on fraud, according to AppsFlyer’s latest report

AppsFlyer Named Best Analytics and Data Tool at the Pocket Gamer Mobile Games Awards 2019

On cheaper smartphones, memory capacity is limited. That helps explain why Indians delete one in three travel apps within a month of downloading them, on average, according to AppsFlyer.

AppsFlyer details the ever-growing mobile advertising world, as $38.9 billion was reportedly spent in 2018, with 34% growth expected by 2020, reaching $64.1 billion, globally.