Digital Advertising in India
Measurement, Fraud and Attribution
Advertisers struggle to know which ads worked, and fake clicks and bots waste part of the spend.
Half of my advertising is wasted, but I don’t know which half.
Attribution
Deciding which ad led to a sale, when people see many touchpoints.
Fraud
Bots and click farms generate fake impressions and clicks.
Viewability
An ad that is never seen has little value.
Brand safety
Advertisers avoid appearing next to harmful content.
A bot click
An advertiser pays for clicks generated by automated programs, not real customers.
Trusting reported numbers without verification
Independent audits help.
Key takeaways
- Attribution is hard.
- Ad fraud wastes money.
- Viewability matters.
- Brand safety is a concern.
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