How Adjust is organizing a coalition against mobile ad fraud

Posted byby Dean Takahashi
October 18, 2018
Updated June 18, 2025
14 min

Multiple reports say that mobile ad fraud rates could be costing advertisers and publishers billions of dollars a year. That’s a big tax on what will be a $75 billion business in the U.S. alone in 2018 (according to market researcher eMarketer).

That’s why Adjust, a mobile measurement and analytics company, has started an effort across the whole mobile ad industry to fight back. A year ago, the company helped start the Coalition Against Ad Fraud, which is bringing together different players in the mobile ad ecosystem to stop ad fraud from multiple directions.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.