Will Phung, VP of Media at M&C Saatchi Performance, was recently approached by the IAB to contribute to their Top Evaluation Criteria for Buyers one-sheet by way of the IAB App Marketing Working Group.
Media inventory, targeting capabilities, supported creative options and reporting capabilities were the top criteria selected by the peer collaboration. This is, of course, a starter list to help boost results for any client so we began wondering what other criteria should be considered in such an ever-evolving digital landscape.
For Phung, and for M&C Saatchi Performance as a global entity, fraud detection capability emerged as a top-of-mind issue in selecting a partner. Phung comments, “while there has been a lot of work done in the industry to address website-traffic fraud, addressing fraud in an in-app environment remains an issue that needs to be explored much further. Fraud is a ubiquitous challenge for today’s digital and mobile marketers but the ways to safeguard your business grows every day.”
Libby Robinson, EMEA Managing Director for M&C Saatchi Performance, adds, “the industry still thinks desktop-first when it comes to fraud, so standards and platforms need to evolve to mirror the mobile-first consumer. We’re already adopting machine learning to detect patterns in data that indicate fraud. Through this approach, we have been able to counter extensive fraud on mobile that would otherwise be unidentifiable by industry standards.”
When it comes down to it, app marketing drives installs, retention and sales. Utilizing criteria to filter through options helps us develop better results for our clients and, ultimately, for all performance marketing agencies that truly care about results.
