The Cost of ‘Useless’ Clicks for Mobile Advertisers: $6 Billion
A study from TradeMob, a mobile app marketing company, declares that 40 percent of mobile ad clicks are “useless.” Twenty-two percent of this is due to “fat fingers,” while 18 percent is due to fraudulent clicks from botnets or hidden double banners. Lining this up with recent numbers from eMarketer means that about $6.2 billion of mobile display ad spending will be wasted on these useless clicks by 2016. This highlights the need for the industry to take steps to combat these clicks. There are already measures in place, such as mobile ads that require a sequence of two clicks. (Search Engine Watch)
