Its Performance Index 14 shows the effects Apple's ATT has had on advertiser sentiment, even as Meta has overcome some challenges it faced with these shifts to reclaim top place in the ranking.
Several markets in Southeast Asia saw a peak of ad fraud activity in March due to a rise in app demand caused by COVID-19—therefore drawing the attention of fraudsters.
Southeast Asia has highest app install fraud rate in Asia-Pacific, with more than US$260 million at risk.
A new report by the marketing analytics platform, in partnership with Facebook, found that fixating on growing customer lifetime value from existing users is far more profitable than acquiring new audiences.
As both sides gain sophistication, fraud has become a high stakes race.
From device-ID resets to click injection to app spoofing, marketers are playing catchup when it comes to understanding and fighting mobile ad fraud. Sometimes they're also complicit in enabling it.
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