Unaware from the complexities in tech, users end up interfacing with machines.
Ad-fraud is been seen from a very myopic and transactional view by the entire ecosystem. Due to this insensitive nature of advertisers as well as publishers, an ordinary user of the service or application suffers.
As per media reports, the latest buzz of the app world is Gleeden, a French dating and social networking service primarily marketed to women. Its success in India is also skyrocketing. With now over 8 Lakh users in India the app witnessed over 300% increase in subscriptions comparing previous couple of weeks. That’s a joy ride for the app!
BOT driven users and traffic has since long been adulterating the quality and genuineness of engagement driven by various platforms offering e-commerce, financial services, healthcare, travel, social networking, dating and what not. This in literal terms is ‘burning’ money of the entire digital value chain, including the investors who put money in growing ventures to help them scale up. But what is more damaging and consequentially far reaching is the overall experience of any user who is seriously looking at the service or value offered by the app or service.
Imagine, apps and use cases like dating, etc., where users come up with more of an emotional reason and look for satiating very intangible feelings. If the users on these platforms are either BOTs or the profiles are not validated, which in anyways aren’t, the whole reason of being on the platform is jeopardised. Some people also get extremely serious about these services and the engagement could be beyond a superficial connect. In that case, a person is emotionally drained, and heart wrenched upon learning the fact that the engagement has either been with a BOT or an imposter.
This is a very big brand safety issue where credibility and reputation of the service goes for a toss. Not only retail or financial services need to be careful about ad-fraud and brand safety, it is equally important for platforms like dating and social networking apps to have a clean and trusted user base leading to genuine engagement.
Digital platforms cannot do without inorganic growth. They will have to continue spending on Performance campaigns to get the platform discovered and potentially acquire users. However, it needs to be done with precaution ensuring that we are not paying for something that is not only fake but can rip apart the reputation of the platform at any stage – acquisition to re-engagement. There is an old saying of “Precaution is better than cure,” and cure is always expensive and at times unsuccessful in reversing the damage. Ad-fraud is one such classic example where even increasing budgets on the damage control will not yield the desired results because one single bad experience makes its eternal mark in the minds of a prospect or a user. That’s the extent of damage ad-fraud can cause on the safety of a brand.