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Tablet Click Fraud Jumps Over 50% In 4 Months

After researching desktop programmatic click fraud rates, followed by smartphone click fraud rates, we're continuing our series today with a look at tablet click fraud rates across display and video inventory, for both web and in-app ads. Just how impactful is programmatic click fraud on tablets? And what trends emerged over the first few months of 2017?

Tablet display click fraud jumps over 50% from January to April

Tablet display click fraud increased by over 50% during the first four months of 2017. This data is inclusive of both web and app inventory. 

Tablet-click-fraud-2017-v2.jpg

  • Tablet display click fraud was at 11.4% in January 2017
  • Tablet display click fraud decreased slightly to 9.4% in February, before sharply rising to 16.7% in March
  • It reached a high of 17.5% in April
  • Overall, tablet display click fraud was 53.2% higher in April compared to January (17.5% versus 11.4%) 

Like smartphones, tablet video fraud also increased by nearly 3x to begin 2017

  • Tablet video click fraud was 8.7% in January 2017
  • That number jumped to 23.2% in February and stayed near the 25% mark through April
  • Overall, tablet video click fraud increased 180.6% from January through April — nearly 3x (from 8.7% to 24.3%)

We saw nearly identical trends for video click fraud on smartphones during the same time period (smartphones had an increase of 198%).

However, compared to smartphone display click fraud — which saw a rise of 11.3% from January through April — the challenge of display click fraud became a larger issue on tablets.

Click fraud is a growing problem across both mobile devices

tablet-click-fraud-video.jpg

The rising issue of click fraud on mobile devices is not simply a smartphone- or tablet-only concern. Fraudsters are spoofing clicks across both devices — and the trends are similar.

For display advertising, click fraud does seem to be ramping up at a faster pace on tablets compared to smartphones. Display click fraud increased over 50% on tablets within the first four months of 2017. 

For video advertising, click fraud had equal challenges on both smartphones and tablets. It became nearly a 3x larger issue on both devices to begin the year.

As noted before, marketers who focus campaigns on PPC and CPC opportunities in mobile need to structure those campaigns around click fraud, because our data indicates that the risk associated with these campaigns is both volatile and growing.

To see what you're up against — and to see what a mobile "click farm" looks like in action — check out this video shared by Daily Mail.

 

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