India’s Mobile Ad Market Is Soaring But Two Problems Loom

India’s mobile advertising market is on a tear. After doubling last year, spending is set to climb another 85 percent in 2017, according to eMarketer.

A further 75 percent increase that’s forecast for 2018 will take the market to $810 million, the research firm estimates. Significantly, that continued growth means mobile will account for more than half of all digital ad spend in the country, it said.

All this is great news for the advertising industry and the app ecosystem that’s both a big spender on ads and a beneficiary of much of the revenue. But two problems threaten to take the sheen off: fraud, and uninstalls.

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