The global ad fraud detection tools market was valued at US$ 2.5 billion in 2021 and it is anticipated to grow up to US$ 9.4 billion by 2031, at a CAGR of 13.6% during the forecast period.

Digital ad fraud is a deliberate, malicious activity that manipulates ad content delivery and prevents its serving to the targeted audience. One of its major weapons is bots. Digital ad scams operate on multiple levels. It can manipulate traffic and work with more sophisticated things, such as impressions, conversions, and full-on imitation of user activity.

Ad fraud detection tools allow users to prevent fraud on a real-time basis through customizable rulesets. Ad fraud detection tool delivers fraud alarms based on deterministic and probabilistic data analysis. These tools deliver superior features and benefits to counter website and mobile app-install fraudulent activity. Further, there were five major types of ad fraud prevention, including signature-based, anomaly-based, credential-based, honeypot-based, and IP blocking.

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Market Drivers and Trends

With the rising number of internet users, the demand for digital advertising is growing due to multiple digital advertising platforms. Digital advertising is now more personalized, sophisticated, and relevant. Consumers spend a huge amount of time online nowadays, and digital advertising offers an effective way to reach multi-device and multi-channel consumers. Marketers are also able to target more consumers with laser-focused precision with digital advertising. Brands are no longer limited to demographics and firmographics but can target the audience most likely to purchase based on thousands of personality, lifestyle, behaviors, and purchase intent segmentation variables.

The benefits of digital advertisement lead to increased digital advertising fraud and have caused many revenue losses for companies. Moreover, fraudsters continuously develop technologies to cheat the ecosystem, whereas tech companies are constantly evolving to find ways to stop these fraudsters. Therefore, to prevent such ad frauds from happening with brands and advertisers, companies provide comprehensive solutions for digital ad frauds. The solution uses complex algorithms to monitor surface and dark web spaces actively. It then uses artificial intelligence (AI) and machine learning (ML) to convert them into meaningful and actionable reports helping brand custodians and community owners to safeguard from any potential harm to the identity and privacy of their community members. Therefore, with the rising digital advertisements, digital ad fraudulent activities are growing, which drives the demand for ad fraud detection tools globally.

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Market Restraints and Challenges

In open source, developers take an existing End User/program in the open-source market, make improvements, add features, and share their modifications with the community for everyone’s benefit. On the other side, closed source software (known as proprietary software) belongs to a company/individual that licenses the software and has sole rights to distribute the code.

While open-source software may be free to use in terms of price, furthermore, there are many other reasons open-source software can be the better choice overall for business needs, including access to a talented community of developers and the flexibility to integrate other pieces of technology within the software. Further, many good reasons why more companies are turning to open-source software exist. Firstly, expert developers continuously monitor and improve open-source software, catching and fixing bugs collaboratively. This leads to reliable, stable, and performant software that works across various environments. Secondly, open-source software is attractive for multiple businesses due to there are no up-front costs to download the code and start working with it. Thirdly, available source code leads to greater longevity and stability of the open-source product, as it can’t be phased out, such as proprietary software, which is at the mercy of a commercial vendor. Thus, the rising availability of open-source software is acting as a restraining factor for the closed source software manufacturers.

Global Ad Fraud Detection Tools Market Segmental Overview
The report analyses the global ad fraud detection tools market based on type, end user, and region.

Global Ad Fraud Detection Tools Market by Type

Based on type, it is bifurcated into website and mobile. The mobile segment is expected to be the largest segment in the ad fraud detection tools market in 2021. With a growing number of mobile users globally and less protection on mobile devices, fraudulent activities are more observed. And with larger mobile ad fraud detection & prevention tools developers, the mobile segment dominates the market. Due to these factors mentioned above, the mobile segment is expected to hold a major market share in 2021.

Global Ad Fraud Detection Tools Market by End User

Based on end user, it is segmented into e-commerce, travel, finance, gaming, and others. The finance segment is expected to be the largest segment in the ad fraud detection tools market in 2021. In modern times, the banking and financial services landscape has transformed massively. Where once the large conglomerates and legacy banks dominated the sector, modern banks competing directly with traditional institutions have revolutionized financial services. With this, the most sophisticated fraudsters are operating completely under the radar and making millions from financial service providers daily. No matter the channel, geography or type of financial institution, financial businesses are impacted by the direct and indirect losses of invalid traffic and ad fraud. Thus, the adoption rate of ad fraud detection tools is more in the financial sector. Thus, the finance segment will likely hold a major market share in 2021.

Geographical Analysis of Global Ad Fraud Detection Tools Market

Region-wise, it is studied across North America, Europe, Asia Pacific, and the Rest of the World. The North America market is expected to hold the majority of the market share in 2021. North America is one of the advanced regions regarding IT adoption. Further, North American spend hours on mobile internet, which increases the chances of ad frauds. For instance, according to mobile-analytics firm App Annie, the average American spent 4.1 hours a day on mobile devices in the year 2021. Additionally, the software developers of ad fraud detection tools are mostly present in North American region. This, in turn, boosts the demand for ad fraud detection tools in the North American region.

Major Players in the Global Ad Fraud Detection Tools Market
The key players studied in the global ad fraud detection tools market are AppsFlyer Ltd. (US), Adjust GmbH (Germany), Branch Metrics, Inc. (US), FraudScore (Cyprus), Interceptd (App Samurai Inc.) (US), Machine Advertising Limited (UK), Perform[cb], LLC (US), Scalarr Inc. (US), Singular Labs, Inc. (Israel), and TrafficGuard Pty Ltd (Australia).

COVID-19 Impact

In 2020, with the COVID-19 outbreak scenario, each country’s national lockdown had increased the digital technologies’ market span. More people are using single or multiple digital platforms for numerous reasons, including work from home (WFH), online transactions via their banks’ digital apps or mobile/digital money wallets. And with this, advertising frauds are increasing with just a single click. It had led to several revenue losses for any organization. Not only SMEs that fall victim to such significant amounts of fraudulent traffic. Several world’s biggest organizations are also being affected. Therefore, ad fraud detection tools were also adopted by more businesses. Thus, the global ad fraud detection tools market had positive growth in 2020.

Recent Developments

April 2022, TrafficGuard had reported that their tool was included in the Best Tools for PPC Marketers in the 2022 list published by one of the most advanced paid search solutions, adalysis.com. The main focus of this list is functionality and efficiency, which is a huge testament to the work done by the TrafficGuard team to help marketers worldwide optimize the performance of their paid search campaigns.

February 2022, Scalarr Inc. had introduced AI EdgeLabs, a new cybersecurity solution for Edge & IoT infrastructures. AI EdgeLabs is a powerful and autonomous cybersecurity AI platform that helps security teams respond immediately to ongoing attacks and protect Edge/IoT infrastructures against malware, ransomware, DDoS, botnets, and other threats.

Frequently Asked Questions

Q1. How big is the ad fraud detection tools market?

Ans. The global ad fraud detection tools market size was US$ 2.5 billion in 2021 and is anticipated to reach US$ 9.4 billion in 2031, growing at a rate of 13.6% from 2022 to 2031.

Q2. What is the ad fraud detection tools market growth rate?

Ans. The growth rate of the ad fraud detection tools market is 13.6% from 2022 to 2031.

Q3. Which region holds a major market share for the ad fraud detection tools market?

Ans. North America holds a major market share of the ad fraud detection tools market in 2021.

Q4. Which segment accounted for the largest ad fraud detection tools market share?

Ans. Based on type, it is bifurcated into website and mobile. The mobile segment is expected to be the largest segment in the ad fraud detection tools market in 2021.

Q5. Who are the key players in the ad fraud detection tools market?

Ans. The global ad fraud detection tools market report includes players such as AppsFlyer Ltd. (US), Adjust GmbH (Germany), Branch Metrics, Inc. (US), FraudScore (Cyprus), Interceptd (App Samurai Inc.) (US), Machine Advertising Limited (UK), Perform[cb], LLC (US), Scalarr Inc. (US), Singular Labs, Inc. (Israel), and TrafficGuard Pty Ltd (Australia).

Q6. What are the factors driving the ad fraud detection tools market growth?

Ans. The major factor driving the growth of the market is rise in digital advertisements.

Q7. What are the key growth strategies of ad fraud detection tools market players?

Ans. The key growth strategies of ad fraud detection tools market players are product launch, partnerships, and government initiatives.

Q8. Which region will provide more business opportunities for the ad fraud detection tools market during the forecast period?

Ans. The Asia Pacific region will provide more business opportunities for the ad fraud detection tools market during the forecast period.