No, this isnt correct re: Uber ad fraud case. With basic reporting & incrementality measurement, the Uber team would have realized they were being cheated. The vendors werent using sophisticated tools to trick the Uber team — you cant fake medium-term engagement or revenue (1/X) https://twitter.com/nandoodles/status/1345802591758856193
2/ In Uber’s case, the acquisition team either wasnt resourced with analytics for advertising measurement or (more likely) they were incentivized to not analyze the performance of their marketing spend. The vendors Uber worked with are notorious for fraud https://mobiledevmemo.com/what-is-mobile-ad-fraud-taking-lessons-from-ubers-lawsuit/
What is mobile ad fraud? Taking lessons from Uber's lawsuits | Mobile Dev Memo

What is mobile ad fraud? Taking lessons from Uber's lawsuits. Mobile marketing and advertising, freemium monetization strategy, and marketing science. Mobile

https://mobiledevmemo.com/what-is-mobile-ad-fraud-taking-lessons-from-ubers-lawsuit/
3/ If the Uber team had been using industry-standard incrementality and ROAS measurement they would have detected this fraud. The money was wasted because proper measurement wasnt implemented https://www.adexchanger.com/data-driven-thinking/yes-some-metrics-are-fake-but-performance-marketers-dont-care/
Yes, Some Metrics Are ‘Fake,’ But Performance Marketers Don't Care | AdExchanger

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Eric Seufert, head of platform at N3TWORK...

https://www.adexchanger.com/data-driven-thinking/yes-some-metrics-are-fake-but-performance-marketers-dont-care/
4/ A great read on this topic from @ShamanthRao https://mobiledevmemo.com/is-mobile-advertising-fraud-really-just-a-problem-with-incentives/
Mobile ad fraud can be solved with smarter team incentives | Mobile Dev Memo

Mobile ad fraud can be solved with smarter team incentives. Mobile marketing and advertising, freemium monetization strategy, and marketing science. Mobile

https://mobiledevmemo.com/is-mobile-advertising-fraud-really-just-a-problem-with-incentives/
You can follow @eric_seufert.
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