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Indonesia is the second-largest target for digital ad fraud in ASEAN
Digital advertising spending in Indonesia is expected to reach $639 million, making it the second-largest digital advertising market in Southeast Asia.
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Fraudsters are specifically targeting industries like e-commerce, financial technology, gaming and fast-moving consumer goods, according to the joint survey. (Shutterstock/Georgejmclittle)
I
ndonesia has become the second-largest target for advertising fraud in ASEAN, after Thailand, due to the country’s large scale and volume of ad spending, a new survey has indicated.
According to a survey released on Thursday by the Mobile Marketing Association (MMA) and multinational technology company Integral Ad Science (IAS), Indonesia could lose up to Rp 1.17 trillion (US$120 million) from ad fraud in digital marketing this year.
“The high rate of fraud in Indonesia is due to the country’s significant mobile penetration rate, the high usage of e-payment methods and high spending on digital and mobile marketing,” MMA country manager Shinta Tolani said during a press briefing in Jakarta on Thursday.
Fraudsters are specifically targeting industries like e-commerce, financial technology, gaming and fast-moving consumer goods, according to the joint survey.
It also revealed that digital advertising spending in Indonesia is expected to reach $639 million, making it the second-largest digital advertising market in Southeast Asia.
On a global scale, digital ad spending is expected to rise from $280 billion in 2018 to almost $330 billion this year, in which advertisers are forecasted by digital market company Juniper Research to lose $42 billion from ad fraud.
In the Asia Pacific alone, around $17 million is being lost to ad fraud daily. As the second-largest country in the Asia Pacific, Indonesia is facing the risk of ad fraud with 21 percent of all apps installed.
