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Ad fraud remains a persistent problem
Juniper Research estimates that 30% of mobile ad spend was lost to fraud in 2023, costing marketers a substantial $84 billion.
The report reveals that Artificial Inflation of Traffic (AIT) accounted for approximately 5% of all international A2P traffic in 2023, resulting in losses of $2.4 billion for brands between 2022 and 2024.
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Consumer trust is eroding
MEF’s 10th Annual Trust Study found that 47% of consumers received spam texts in 2023, and 67% now actively avoid sharing their personal data, highlighting the impact of fraud on consumer confidence.
