Following complaints Vodacom received last year from customers who were charged for subscriptions they had not requested, the South Africa Carrier clamped down on fraud. As a result, ‘content subscription’ revenue fell by 41% since last year. Despite the revenue hit, Vodacom’s investment in anti-fraud measures is a smart move and the only way to regain consumer confidence and ensure longevity of DCB sector.
Why would an advertiser deliberately cut its cheapest traffic?
Why would an advertiser remove placements delivering its cheapest conversions? An anonymised Mesh Ads case study shows why CPA alone can hide poor customer outcomes - and how combining campaign expertise with independent MCP Insight data led to cleaner traffic and more sustainable growth.
