Marketers have found themselves being forced to address concerns from clients like fraudulent app installs, masking of device IDs, quality with the audience, inventory and mobile not being a brand-safe environment with regards to mobile games. This is that as the mobile ecosystem gets to be more sophisticated, new threats have it and fraud inside in-app world is an important concern for mobile marketers, says Hale. “According to​ Venturebeat​, in 2016 mobile marketers lost $1bn on fraudulent installs and also the number doubled to ​$2.6bn in 2017​. Attribution fraud is also for the rise and contains recently expanded in mobile apps, meaning the three main kinds of mobile ad fraud are fake installs, install hijacking and phantom apps.” Dadwal believes that although adfraud isn't likely to banish, brands look for strategies to navigate to minimise raise the risk, advising brands to regularly monitor benchmarks and pick out suspicious user behaviour for almost any marketing campaigns.