2017移动欺诈报告：营销人员的隐藏威胁｜Forrester & AppsFlyer权威研究

报告摘要

移动广告欺诈正以惊人速度侵蚀营销预算，但绝大多数企业营销人员对此缺乏系统监控能力。据Forrester Consulting受AppsFlyer委托发布的这项研究显示，仅1/5的企业营销人员能够系统化地监控和预防移动广告欺诈，且欺诈手段演变之快导致大部分营销人员无法识别成本最高的欺诈类型。报告深入剖析了移动广告欺诈的现状、演变趋势及对营销效果的严重影响，并指出成功采用反欺诈解决方案的营销人员不仅获得了竞争优势，还显著提升了移动广告绩效。本报告适合企业营销负责人、广告技术决策者、移动广告运营人员及反欺诈解决方案提供商阅读，助力在日益复杂的欺诈环境中保护广告投资并优化ROI。

📋 核心要点(部分)

1. Executive Summary
2. The State Of Mobile Advertising For Enterprise Marketers
3. Mobile Ad Fraud Is A Top Problem For Every Marketer
4. Only 1 in 5 Enterprise Marketers Feel They Are Able To Systematically Monitor and Prevent Fraud
5. Mobile Ad Fraud Is Evolving So Rapidly That Most Enterprise Marketers Fail To Identify The Costliest Types
6. Marketers Want To Be Proactive Against Fraud But Lack The Visibility To Take Action
7. Marketers With Successful Fraud Protection Solutions Have A Competitive Edge And Are S