移动欺诈报告：营销人员的隐藏威胁（英文）

A Forrester Consulting Thought Leadership Paper Commissioned By AppsFlyerDecember 2017Mobile Fraud: Marketers’ Massive Hidden ThreatTable Of ContentsExecutive SummaryThe State Of Mobile Advertising For Enterprise Marketers Mobile Ad Fraud Is A Top Problem For Every Marketer Only 1 in 5 Enterprise Marketers Feel They Are Able To Systematically Monitor and Prevent FraudMobile Ad Fraud Is Evolving So Rapidly That Most Enterprise Marketers Fail To Identify The Costliest TypesMarketers Want To Be Proactive Against Fraud But Lack The Visibility To Take ActionMarketers With Successful Fraud Protection Solutions Have A Competitive Edge And Are Seeing Better Mobile Ad PerformanceKey RecommendationsAppendix12 5 7 8 10 12 1314ABOUT FORRESTER CONSULTINGForrester Consulting provides independent and objective research-based consulting to help leaders succeed in their organizations. Ranging in scope from a short strategy session to custom projects, Forrester’s Consulting services connect you directly with research analysts who apply expert insight to your specific business challenges. For more information, visit forrester.com/consulting. © 2017, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to forrester.com. [1-14ROTAP] Project Director: Tarun Avasthy, Market Impact ConsultantContributing Research: Forrester’s B2C Marketing research groupExecutive SummaryAs consumers rapidly shift their digital interactions to connected devices, mobile is becoming the most important channel for businesses to communicate with their customers. Yet, the explosion of mobile ad fraud has largely flown under the radar, as enterprise marketers acknowledge that large portions of their budgets are subject to fraud because they lack the necessary insights and tools needed to combat the rising threat. Digitally-savvy fraudsters not only apply techniques that elude marketers, but also fashion new strategies to stay one step ahead. Only one in five advertisers said they’re able to systematically combat fraud with the right tools and expertise. In September 2017 AppsFlyer commissioned Forrester Consulting to evaluate the business impact of the rise of mobile ad fraud, specifically as it relates to the cost of doing business in the mobile ecosystem for enterprise sized marketers. Forrester conducted an online survey with 250 marketers whose companies spend at least $1 million dollars a month on digital advertising. We found that mobile continues its rise as a highly valuable channel for the enterprise advertiser, with marketing executives shifting more budgets and increasing their focus on mob