A new report from Integral Ad Science looks at the ad fraud that takes place in the Southeast Asian markets. The report covers data that was gathered during the second half of 2017, and offers some important insights related to this region. Southeast Asia is a popular target for many marketers due to their widespread adoption of purchasing online.
The report found that of all the countries in this region, Singapore has the highest rate of ad fraud, coming in at 20.7%. It is suggested that this high rate of fraud has a lot to do with the fact that Singapore’s market is very advanced, and advertising costs significantly more than in many other areas. This higher cost attracts many fraudsters who can turn large profits more quickly this way.
Hong Kong is second when it comes to high rates of fraud, with 14% of ad spend being wasted.
Niall Hogan is the managing director for SEA at IAS, and commented on this report in an Interview he did with The Drum. In it he said, “Both Singapore and HK are relatively small markets, with a finite amount of supply. If suppliers buy in additional traffic to satisfy demand, they open themselves up to working with fraudulent traffic. It’s important that suppliers monitor this to weed out the fake impressions, and that agencies and advertisers use anti-fraud technology not to target such impressions.”
For marketers who target this region, this report contains a lot of very important data that can be very beneficial. The full report can be found HERE.