Libby Robinson  Managing Director, EMEA M&C Saatchi Mobile
Libby Robinson Managing Director, EMEA M&C Saatchi Mobile
A view from Libby Robinson

Ad fraud solutions need to be mobile-first

Ahead of Mobile World Congress in Barcelona, M&C Saatchi Mobile's EMEA managing director issues a warning about tackling ad fraud.

2017 will be a big year for mobile. Mobile is now driving digital adspend and is greater than print and out-of-home media combined. Today, almost half of UK ecommerce transactions take place on mobile – and this is projected to grow even further. These statistics highlight that mobile is becoming the default online gateway and is therefore critical for consumer engagement. 

The industry still thinks desktop-first when it comes to fraud, so standards and platforms need to evolve to mirror the mobile-first consumer

It’s imperative that brands invest more heavily to connect with an increasingly mobile-first audience. Current investment isn’t reflective of consumer behaviour and brands that do not take a mobile-first approach to digital will increasingly struggle to capture consumers’ attention. 

Another important trend is recognising the role mobile plays throughout the customer journey. A linear, single-device path to purchase is a thing of the past, and it’s crucial that we end the obsession with last-click attribution modelling on mobile. Until that happens, we fail to capture the breadth of mobile engagement that takes place throughout the customer journey. 

At Mobile World Congress, we expect to see significant discussion around the increasing importance of artificial intelligence, alongside the real challenge of ad fraud. The industry still thinks desktop-first when it comes to fraud, so standards and platforms need to evolve to mirror the mobile-first consumer. We’re already adopting machine learning to detect patterns in data that indicate fraud. Through this approach, we have been able to counter extensive fraud on mobile that would otherwise be unidentifiable by industry standards.

We also expect to see discussions around the role of creativity. The time is ripe for brands to tap into the opportunities afforded by mobile to engage with audiences in increasingly dynamic and innovative ways. Once brands adopt this mindset, the opportunities for diverse and exciting brand experiences on mobile are limitless.

Libby Robinson is managing director, EMEA at M&C Saatchi Mobile