Sachin Uppal, CMO, Play Games24x7 Talks Tough on Digital Ad Fraud
New Delhi, August 10, 2017: Sachin Uppal, CMO, Play Games24x7 which has over 20 million players, has stepped up the battle against online ad-fraud to instill transparency, efficiency, and trust to its online advertising efforts.
Indiatoday stands as the 2nd largest Internet using nation with the Indian onlinegaming industry to add 190 million gamers by 2021 as per the KPMG recentreport. This clearly shows the change in mindset, where online games havebecome the way of life. And while games are aimed to provide entertainment andfreedom from boredom, running India's largest games company is a seriousbusiness.Sachin Uppal, CMO at Play Games24x7 group, strongly believes in transparencywhen it comes promoting digital games via media buying and digital advertising.Taking a bold stand against invalid and fraudulent traffic generators, hestated, "I will not tolerate it. The only marketer who will not need a verificationsystem is the one who has something to hide".In a typical online fraud scheme, computers are infected with malicioussoftware that directs machines called bots to visit a web page and then clickon an ad or watch a video. Not just this, sometimes the legitimate organictraffic is spoofed to look like coming from an affiliate through cookiestuffing on browsers. And sometimes App Installs are driven with fake mobiledevices by constantly changing the device identifiers. This fake traffic foolsa marketer into thinking that he is getting a high volume of interested usersand hence ends up paying to place ads and links on the website.Having an opaque advertising funnel where ad spends can be wasted on fake viewsand publishers can lose money to spoofed domains needs to stop. Digitaladvertising has to be open and transparent, secure and auditable with abalanced and efficient ecosystem.Sharing the same thought, Vivek Singh, co-founder of Adby Ventures, anopportunity consulting company which specializes in Ad Fraud detection &resolution says that "In my previous avatar of being a marketer myself, Ihave gotten back money from such fraudulent networks and publishers. However,the priority is not to let things reach that position at the first place".Simply put, marketers need to be well aware of the traffic sources and have amethodology in place to check if the traffic is genuine or not. As a leadingadvocate in the digital advertising segment, Rummy Circle aims to validate itstraffic with such tools effectively by running on-going checks and surprisechecks, etc.Bot driven traffic, pixel stuffing and other tricks are outright fraud, makingless than 50% of all online ads to be seen by a real human. If we don't take astrong stand now, it is not long before the online advertising market will looklike a house of cards, ready to topple.