Middle East and Africa Ad Fraud Detection Tools Market Forecast to 2028 - COVID-19 Impact and Regional Analysis By Type (Website and Mobile) and End User (E Commerce, Travel, Finance, Gaming, and Others)

Middle East and Africa Ad Fraud Detection Tools Market Forecast to 2028 - COVID-19 Impact and Regional Analysis By Type (Website and Mobile) and End User (E Commerce, Travel, Finance, Gaming, and Others)

The ad fraud detection tools market in the MEA is expected to grow from US$ 15.96 million in 2021 to US$ 44.54 million by 2028; it is estimated to grow at a CAGR of 15.8% from 2021 to 2028. The number of start-ups is increasing across the MEA. Small and medium enterprises (SMEs) and various start-ups primarily focus on online marketing strategies to expand their customer reach. Fraudsters often target new and unaware digital properties as prey. Thus, ad fraud detection tools are increasingly adopted by SMEs and start-ups with the shifting focus toward online marketing among them.

Based on type, the ad fraud detection tools market is bifurcated into website and mobile. The website segment is expected to register the highest CAGR in the market during the forecast period. Here, the website segment refers to desktop ad frauds. Desktop ad fraud occurs when illegal revenue is generated from desktop advertising campaigns—such as programmatic, native advertising, display, and cost-per-click (CPC)—or impression campaigns. Several types of ad frauds occur on the web browser (desktop), including cookie stuffing, click farms/device farms, ad stacking, pixel stuffing, domain spoofing, and ad injection. A report published by FraudScore in 2020 showed that a notable 38% of MEA ad traffic that year came from fraudulent sources. 38.5% of this was mobile traffic, and 32% came from desktops. Thus, with the rise in desktop (website) ad frauds, the need for ad fraud detection tools is also growing. With the growing desktop (website) ad frauds, several market players are providing better detection or prevention tools. Trust Metric provides more than 1500 variables for publishers to analyze, optimize, and categorize their inventory across the web and mobile to ultimately help them build a high-quality website. The company also assigns scores to the websites after the first scan and suggests methods to improve that score. Similarly, Integral Ad Science is an ad verification company that provides services to safeguard the entire ad industry, including publishers, advertisers, and agencies, against ad frauds. The services are provided for the detection of desktop and mobile web traffic.

In the MEA, South Africa has recorded the highest number of COVID-19 cases, followed by Saudi Arabia and the UAE. With the increase in internet usage during the pandemic, the demand for digital advertisement has also surged in the region. According to a survey by Deloitte, 48% of participants saw more fraudulent instances in 2020 than in previous years, and 35% believe it has increased since the COVID-19 pandemic began. Dependence on technology and remote working was regarded as the main factor resulting in the fraud cases. Hence, fraud risk assessment and fraud-related training are essential components of a fraud prevention strategy. However, over two-thirds of Middle Eastern companies have conducted fraud risk assessments and fraud-related training over the period. Hence, the COVID-19 pandemic has boosted the ad fraud detection tools market in the MEA.

The MEA Ad fraud detection tools market size has been derived using both primary and secondary sources. To begin the research process, exhaustive secondary research has been conducted using internal and external sources to obtain qualitative and quantitative information related to the market. The process also serves the purpose of obtaining an overview and forecast for the MEA Ad fraud detection tools market with respect to all the segments pertaining to the region. Also, multiple primary interviews have been conducted with industry participants and commentators to validate the data, as well as to gain more analytical insights into the topic. The participants who typically take part in such a process include industry experts, such as VPs, business development managers, market intelligence managers, and national sales managers along with external consultants, such as valuation experts, research analysts, and key opinion leaders specializing in the MEA Ad fraud detection tools market. ADEX (Samoukale Enterprises Limited); AppsFlyer Ltd.; Adjust GmbH; FraudScore; Interceptd (App Samurai Inc.); and Singular Labs, Inc. are among the key players operating in the market in this region.

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