The report was based on data from a survey of 250 global marketers responsible for mobile ad buying at brands and agencies.
Some 40% of respondents say a lack of visibility into the data used to define audience targeting is a top challenge that prevents their firm from meeting its mobile advertising goals.
Another 39% of respondents say a lack of knowledge about programmatic and mobile ad buying within their company prevents their firm from meeting its mobile advertising goals.
Some 43% of marketers say the amount of mobile ad fraud that they are subject to has increased over the past 12 months.
Just over one-third (34%) of marketers estimate that more than 40% of their mobile ad budget is subject to fraud for both in-app and mobile Web advertising.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji