Overview

Financial Express Online- the business news site from the house of The Indian Express Online Media aims to bring stakeholders from across the advertising, media and entertainment sector under one roof to discuss and deliberate on how to tackle fraud in the space of online advertising. 

While no major ad fraud prevention corporations have been able to come to a consensus regarding the total cost of ad fraud, TrafficGuard/Juniper evaluates it to be currently at $34 billion. This is expected to reach $87 billion by 2022 -- majority of which will be lost in the APAC region, with the current $19 billion set to touch $56 billion. Further, Intercepted --- a mobile ad fraud prevention tool reported that 21.3% of iOS and 26.9% of Android apps installed are fraudulent.  

Meanwhile, the World Federation of Advertisers (WFA) predicts that ad fraud will become the biggest market for organised crime by 2025, worth about $50 billion. Interestingly, at present there are three most prevalent forms for fraud -- stats show that of the $25.8 billion lost, app install farms/SDK spoofing accounted for 42%, click injection for 30%, and click spam for 27%.  As more and more advertisers scale-up their ad spends on digital -- measuring impact will be a key metric to control wastage. The two-day virtual event titled, ‘AdFraud Insiders Summit 2021’ is focussed at how the online industry together can create a brand safe environment to advertise.

Partners

Partners Partners

Agenda

Advertising and driving ROI

10:00 am – 10:05 am

Introductory

 

Anant Goenka, Executive Director, Indian Express Group

10:10 am – 10:20 am

Keynote Session

  • Topic: Advertising versus Effective Advertising
  • Descriptor: Companies are spending millions of dollars in digital – where is all the money going? Are advertisers’ getting the bang for their buck? How much of it is real advertising or rather effective advertising?
  • Speaker:
  • Varun Alagh, Co-founder and CEO, Honasa Consumer Pvt Ltd. (MamaEarth)

10:25 am – 10:45 am

Standalone Session

  • Topic: OTT – Advertisers’ newfound love
  • Descriptor: As more viewers flock to a host of video streaming platforms ad spends are expected to increase. IPG’s Magna Global estimates U.S. OTT ad spend will grow 39% to $3.8 billion in 2019 and will reach $5 billion by 2020. The scene in India is no different. However, MadHive, an advanced TV advertising company, estimates 20% of streaming video ad requests are fraudulent, up from an estimate of 18% it made in March, in the US. Using that percentage figure and other industry estimates for over-the-top (OTT) ad-spending, AdLedger, a nonprofit consortium working on blockchain standards for online advertising, predicts marketers will waste $1.4 billion on fraudulent OTT ads in 2019.
    As AVoD OTT platforms see a high rise in user base, thereby a rise in ad-revenue – it is important to have a brand safe environment from here on, as the industry continues to grow. Why in India video streaming platforms are still considered to be a safer platform to advertise?
  • Speaker:
  • Karan Bedi, CEO, MX Player

10:50 am – 11:35 am

Panel Discussion

  • Topic: The Bot Menace
  • Descriptor: As bots are being used to drive likes and shares – what does this mean for brands that use for its campaign to show engagement. How to solve the issue – what does platform owners, advertisers and agencies need to do together to solve this issue?
  • Speakers:
    • Arvind R P, Director Strategy, Marketing, Digital and Communications, McDonald's India
    • Prathamesh Dembla, Head- Growth, Licious
    • Amit Relan Co-founder, mFilterIt
    • Ritesh Chopra, Director Sales and Field Marketing, India and SAARC Countries, NortonLifeLock
  • Moderator:
  • Naresh Gupta, Co-founder and CSO, Bang in the Middle

11:40 am – 12:25 pm

Panel Discussion

  • Topic: Catch me if you Ad
  • Descriptor: From ad stacking that is --- placing more than one ad in the same ad spot to pixel stuffing which is the practice of stuffing ads into a single pixel to ad injection wherein at times ads appear on websites without publishers’ knowledge – by doing so, paid ads get replaced with other ads, damaging both advertisers and publishers – are some of the common issues faced by the industry as well advertisers.
  • Speakers:
    • Viraj Jit Singh, SVP and Revenue Head, MX Player
    • Vignesh Narayanan, Head of Business, Airtel Ads
    • Karan Kumar, SVP and Chief Marketing Officer, DLF
  • Moderator:
  • Dhiraj Gupta, CTO, mFilterIt

12:30 pm – 1:15 pm

Panel Discussion

  • Topic: The Mobile Mirage
  • Descriptor: As the number of smartphone users rose – the scale also has expanded the scope the fraud – some of the challenges faced are GDPR and privacy issues, challenges with reliable attribution, poor quality of data that is used for targeting in mobile, poor quality of data that is used for attribution in mobile. So how do you solve this growing problem?
  • Speakers:
    • Amlan Pati, Digital Marketing Head, CavinKare
    • Preet Raj, Co-Founder & CTO, FLYX
    • Anushree Ghosh, Head Digital Strategy, Media and Brand Commerce, ITC Foods
    • KV Sridhar ‘Pops’, Global Chief Creative Officer, Nihilent
  • Moderator:
  • Shubham Jha, Inside Sales, Business Lead, Adjust

1:20 pm – 2:05 pm

Panel Discussion

  • Topic: The Game of Rewarding Users
  • Descriptor: Incentivized based advertising not only exists for brands but at times it is a great method to get users on to the app. Users are usually rewarded for app downloads -- incentivising users is a method which leads to high yields at times. These are also known as “value-exchange advertising”, both of which put a more positive spin, that offer a benefit to the end user in exchange for an app download. The quality of incentivized traffic will mostly depend on what engagement is being incentivized, as well as what the incentive is. This is what ultimately separates the good from the bad – and the ugly – in incentivized ads. And finally, there’s the issue of “wallet” or “get-paid-to” apps, which offer users real-life rewards – like gift cards or actual money – in exchange for downloading a large number of apps. This is also looked upon as a fraudulent way to drive downloads. So should advertisers opt for it?
  • Speakers:
    • Neha Kulwal- Country Manager, Admitad India
    • Yatin Garg, Director of Growth, CashKaro
    • Neelima Burra, Chief Commercial Officer, The Oberoi Group
    • Tushar Tyagi, Program Manager Paytm Points, Paytm
  • Moderator:
  • Vishal Rupani, Serial Learner and Ex CEO, mCanvas

Creating a Brand Safe Environment

10:00 am – 10:45

Special Publishers’ Session

  • Topic: Creating a Brand Safe Environment Online
  • Descriptor: As more and more brands take digital advertising seriously than ever; it is pertinent to create a brand safety environment which provides them access to premium inventory. So how can publishers achieve this – what are tools required for these?
  • Speakers:
    • Puneet Singhvi, President, Digital and Corporate Strategy, Network18 Media and Investments Ltd.
    • Puneet Gupt, COO, Times Internet
    • Sanjay Sindhwani, CEO, IE Online Media
    • Bharat Gupta, CEO, Jagran New Media
  • Moderator:
  • Lloyd Mathias, Angel Investor and Business Strategist

10:50 am – 11:05

Standalone Session

  • Topic: A Marketer's Guide To The MarTech Galaxy
  • Descriptor: A Martech special session which reveals data and insights on the sector
  • Speakers:
  • Moneka Khurana, Country Head - India, MMA

11:10 am – 11:55

Managing the Big Screen

  • Topic: Creating a Brand Safe Environment Online
  • Descriptor: As more and more advertising platforms emerge such as Connected TVs/OTTs – the case of fraud is also increasing. Not to mention, connected TV provides a very premium consumer base to advertisers. In the case of CTV/OTT fraudsters declare the bots to be streaming devices to be able to generate video ad impressions. Why is it important to create a system to monitor the big screen and the premium user base?
  • Speakers:
    • Anand Chakravarthy, Marketing and Digital Media Specialist
    • Tarun Katial, Investor and Founder in Media Tech and Edu Tech
    • Chanpreet Arora, Business head - AVoD, Viacom18 Digital Ventures
    • Dolly Jha, Country Head, Nielsen Media India
  • Moderator:
  • LV Krishnan, CEO, TAM

12:00 pm – 12:30

Fire-side Chat

  • Topic: Blockchain in Advertising: Need of the hour
  • Descriptor: How blockchain is expected to solve a lot of issues in terms of efficacy of an ad especially in a cookie-less world.
  • Speakers:
  • Gowthaman Ragothaman, CEO, Aqilliz in conversation Gokul Krishnamoorthy, Content Consultant; Founder and Curator, Clutter Cutters.in; Founding Editor - EVENTFAQS Media

12:35 pm – 1:20 pm

Panel Discussion

  • Topic: Brand Infringement Online: Impact on Safety
  • Descriptor: As more and more consumers are going online, Brand Safety is no longer just about where your ads are being shown. Companies need to be careful on how fraudsters are spoofing your brand and running fake ads, fake deals .The onus resides on everyone including brand, agency and the platform to actively participate and understand the impact of these fraudulent activities.
  • Speakers:
    • Mini Sharma, Global CISO, Secure Meters
    • Amit Purohit, VP and Head - Digital Business, Aditya Birla Sunlife Asset Management Company Ltd
    • Mansi Thapar, IT leader, Global Head Infosec, Jaquar Group
    • Unique Kumar, Group CISO, CK Birla Group
  • Moderator:
  • Dhiraj Gupta, CTO, mFilterIt

1:25 pm – 2:10 pm

Panel Discussion

  • Topic: Room for Measurement
  • Descriptor: Even as platforms such as Comscore and App Annie exist to provide details about users, installs, among others – what the industry lacks is a measurement system. It is about time that the online industry works towards creating a single currency.
  • Speakers:
    • Ajay Dhyani, Head Marketing and E-commerce, Timex Group
    • Gopa Menon, COO, Isobar
    • Amrita Asrani, Global Brand Marketing Director- Fabric Care, Reckitt
    • Smita Murarka, Vice President - Marketing and Ecommerce, Duroflex
  • Moderator:
  • Neha Singh, Director Client Insights, Comscore

2:15 pm – 2:35 pm

Closing Session

  • Topic: Toward an Efficient and Privacy-First Ad Ecosystem
  • Descriptor: The digital ads ecosystem is rapidly evolving in response to changing user expectations, regulatory standards, and the technology environment. How should Indian businesses be thinking about data and marketing RoI in a privacy-first world?
  • Speakers:
  • Mike Katayama, External Engagement Lead, Ads Privacy Go-To-Market, Google APAC

Who should attend ?

Anti-fraud, bribery and corruption specialists
Business Owners
C X O
Cyber-security experts
Internal auditors, compliance and risk managers
Legal practitioners with fraud as a practice area
Heads of Programmatic
Head of Media & Marketing
Head of Digital & Acquisition
Head of Advertising
Top Level Executives from Media and Marketing
Marketers
Brand Custodians

Why you should attend

30+ Expert Speakers and 15+ Sessions

A wide range of hot topics covered by 30+ expert speakers across 15+ live, and on demand sessions.

Engage With Our Interactive Sessions

High-profile keynote business insights from Ad-tech professionals, counter fraud and asset recovery experts -- attendees will be able to learn from their experience.

Anytime, Anywhere!

Attending from home or the office? our Virtual Fraud Conference can be accessed from anywhere, at any time that suits you… all you need is an Internet connection.

Get Ready For A Post-Pandemic World

With a focus on latest developments and trends this conference will give you the tools you need to be ready for a Post-Pandemic world.

Our Speakers

Varun Alagh

Co-founder and CEO, Honasa Consumer Pvt Ltd (MamaEarth)

Mike Katayama

Google APAC - Ads Privacy Lead

Gowthaman Ragothaman

CEO, Aqilliz

Karan Bedi

CEO, MX Player

Bharat Gupta

CEO, Jagran Online

Sanjay Sindhwani

CEO, IE Online Media

Puneet Gupt

COO, Times Internet

Puneet Singhvi

President, Digital and Corporate Strategy, Network18 Media and Investments Ltd.

Lloyd Mathias 

Angel Investor and Business Strategist

Amit Relan

Co-Founder, mFilterIt

Gopa Menon

COO, Isobar

Naresh Gupta

Co-founder and CSO, Bang in the Middle

KV Sridhar ‘Pops’

Global Chief Creative Officer, Nihilent

Dhiraj Gupta

CTO, mFilterIt

Neha Kulwal

Country Manager, Admitad Affiliate India

Neha Singh

Director, Client Insights, Comscore

Arvind R P

Director – Strategy, Marketing, Digital and Communications, McDonald's India

Amrita Asrani

Global Brand Marketing Director - Fabric Care, Reckitt

Viraj Jit Singh

SVP and Revenue Head, MX Player

Anushree Ghosh

Head Digital Strategy, Media and Brand Commerce, ITC Foods

Ajay Dhyani

Head, Marketing and E-commerce, Timex Group

Smita Murarka

VP - Marketing and Ecom, Duroflex

Yatin Garg

Director of Growth, CashKaro

Ritesh Chopra

Director Sales and Field Marketing, India and SAARC Countries, NortonLifeLock

Vignesh Narayanan

Head of Business, Airtel Ads

Mansi Thapar

IT leader, Global Head Infosec, Jaquar Group

Amit Purohit

VP and Head - Digital Business, Aditya Birla Sunlife AMC Ltd

Prathamesh Dembla

Head- Growth, Licious

Vishal Rupani

Serial Learner and Ex CEO, mCanvas

Shubham Jha

Inside Sales, Business Lead, Adjust

Amlan Pati

Digital Marketing Head, CavinKare

Tushar Tyagi

Program Manager Paytm Points, Paytm

Neelima Burra

Chief Commercial Officer, The Oberoi Group

Unique Kumar

Group CISO, CK Birla Group

Mini Sharma

Global CISO, Secure Meters

Dolly Jha

Country Head, Nielsen Media India

Tarun Katial

Investor and Founder in Media Tech and Edu Tech

Anand Chakravarthy

Marketing and Digital Media Specialist

Chanpreet Arora

Business Head - AVoD, Viacom18 Digital Ventures

Moneka Khurana

Country Head – India, MMA

Karan Kumar

SVP and Chief Marketing Officer, DLF

LV Krishnan

CEO, TAM Media Research

Preet Raj

Co-Founder and CTO, FLYX

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