MPOWERIT MONTHLY AD-FRAUD DIGEST FROM MFILTERIT

ISSUE #4,2020
                                                          VOLUME 2

                                      mPowerIt
             Monthly ad-fraud digest from mFilterIt

                      Impact of COVID-19 on Mobile Ecosystem
Mobile technology has become a connecting tool and a comfort tool, bridging the physical communication gaps between
individuals and their families, friends and colleagues. Interestingly, time spent on mobile surges amidst the COVID-19 pandemic.
China witnessed 5 hours per day per device in February which is a 30 % increase per average from 2019. Italy saw a 34%
increase in the growth of time spent on mobile devices whereas India witnessed 24% growth compared to 2019. People have
started spending more time on games and apps worldwide and it has increased to 20% compared to Q1 2019. Since UK and USA
have become the epicenter of the COVID-19 outbreak, we saw the non-gaming app spent increased by 10% from Q4 2019. This
shows how people are relying on their mobile devices and they are using their devices not just to play games but to stay
informed and connected with their loved ones. AppAnnie did a survey on how Coronavirus had an impact on various
categories:
Mobile Games
Mobile gaming is the world’s most popular form of gaming. The demand for mobile games accelerated in Q1 2020 after the social
distancing policies. In 2019, games represented 33% of all downloads globally and 72% globally spent worldwide. This has
become a huge sector of the mobile economy. 2019 witnessed 25% of consumers spent on mobile games than all the forms of
gaming combined. In 2020, mobile gaming will surpass $100Mn in consumers spent worldwide. The average weekly downloads
of games in March 2020 rose to 30% compared to the weekly average in Q4 2019. This is a good time to launch new games in
the market.
Video Streaming
People are turning to video streaming to pass their time and to stay in touch with their families, friends and colleagues. Video
streaming apps surge in time spent in March 2020. India saw 40% increase in video streaming app compared to December 2019.
Consumers are diversifying their content catalogs with demands for new streaming apps and home players. YouTube, NetFlix,
and Amazon Prime are the all-time favorite of consumers but there is also some new video streaming channel such as Roku
and Pluto Tv which are gaining attention of the users. Interestingly, Pluto Tv is completely free of cost and hence this has led to
90% increase in downloads by consumers in the USA.
Education
Global downloads see a 90% increase Q4 2019. Australia saw 190% growth, South Korea 125%, UK 150%, India and Spain
witnessed 120% whereas Italy saw 55% growth. Google classroom app is one of the most used apps during the pandemic times.
This educational app is number 1 in 41 markets globally including Singapore, India, and Indonesia.
Food and Drink Apps
The pandemic has led consumers to turn to food and drink apps. The strongest growth happened in USA and Spain. The apps
included food recipe apps, fast food delivery apps. It is acting as a proxy for walking into a fast food restaurant. Walmart
grocery app surpassed Amazon app downloads in the USA for the first time in the history and reached a new height 460%
growth of downloads compared to Jan 2020.
Business Apps
Conference call apps such as Hangouts, house party, Microsoft teams and zoom sees surge in USA and UK. The houseparty
finds success in Italy and Spain. Zoom app has the largest number of footprints in the world. For the business app it ranks
number 1 in 80 markets downloads. And it ranks 2 in the following markets: Singapore, Australia, India, Thailand and
Indonesia.

ISSUE #4, 2020
                                            VOLUME #2                     mPowerIt

Click Spam Solution
product brief

Click Spam is the most common SIVT (Sophisticated Invalid Traffic) method used to spoof the
performance. Being the most common technique, 40-50% of the marketing dollars lost due to
ad-fraud is eaten up by the fraudsters through Click Spam.
There are two main tests that are carried on any campaign to identify Click Spam and its
impact.
i) Click-Install Time Series: In this first basic step the behavior of click to install is analysed
to understand the pattern over a period of time.
ii) Outlier Publishers: The Click to Time analysis cannot deterministically ascertain between
genuine and fake installs. There are other factors as well to be taken into account, before
establishing Click Spam sources. For this, it is essential to identify the outlier publishers.

Clicks are faked to capture installs of others. This may be organic traffic or inorganic traffic.
Last click attribution methodology is followed as a standard that allows install capturing via
simply faking clicks. The distribution patterns of clicks and conversion are analyzed by
mFilterIt and any abnormally is tracked to eliminate click fraud.

Salient features of our solution
§ With its machine learning-based algorithms, mFilterIt tracks characteristics of click data.
§ mFilterIt’s applies advanced algorithms to identify abnormalities in the click data.
§ Integration within minutes by a simple API/postback/ SDK. Pre-integrated with all major
attribution platforms.
§ Real-time transactional level reporting with automated reports for the advertisers as well as
publishers.

ISSUE #4, 2020
                                                    VOLUME #2                               mPowerIt
Interesting Insights

  COVID-19 IMPACT ON DIGITAL LANDSCAPE
  Digital is in the driver's seat anchoring economic activities, social engagement and governance.
  Businesses were on an evolutionary path of Digital Transformation which has got converted into a
  necessity for Business Continuity. The objectives of customer delight, immersive user experience,
  prompt services and omnipresence have taken a back stage. With corona virus pandemic, businesses
  are looking at digital as the default existential channel.
  There can be no gaps left to create under-performing digital mediums. These need to have a trust
  factor for the stakeholders. Covid-19 crisis is going to have a far reaching impact on the business
  model creation irrespective of the size of the organisation. It will spur the widespread Digital
  Transformation including the domains which have been traditionally laggards in adopting digital.
  Digital will no longer be a choice or chance, its mainstream.
  Ad-Spend Pause is temporary and not universal
  Many industries and sectors like online travel, hospitality, ride-sharing, etc., have paused their
  media spends as the demand generated cannot be serviced. Traditional advertisers like shopping
  have suspended campaigns. However, in some domains like gaming, OTT, collaboration and
  dating, the spends have increased. Brands will have to resume spending on digital as more and
  more users are hunting for many offerings over the medium.

  It will all be about omni-channel
  Businesses are pushed to online due to the pandemic crisis. It is the medium ensuring business
  continuity.Going forward, businesses will redesign their business models and digital will be an
  essential part of it.Not only evolved organisations, but laggards will also go digital. For many
  sectors it will be the primary channel. The 'forced' acceptance of digital due to Covid-19 will play a
  big role in changing consumer behaviour.

  Revival will be through Digital
  The resumption outreach and reconnect with the consumers and other stakeholders will be through digital.
   Digital is where the users are right now and due to expected tightening of hands due to melting demand, digital
  will also be cost effective.There will be outreach 'bursts' as we move towards normalcy. These will be specific to
  particular industries and segments.
  Digital Business Frauds will sprout
  With many new businesses going digital due to crisis, the jump would be rather unplanned. This will
  create loopholes to be exploited by fraudsters. There will also be new sectors which will go digital and will
  result in new forms of business frauds which may not be existing at present. Also, new users and users
  spending more time on digital will give new opportunities for fraudsters to exploit.

ISSUE #4, 2020
                                      VOLUME #2                 mPowerIt

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