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1、Transparency and Brand Safe Advertising1Transparency and Brand Safe Advertising21.Executive Summary.31.1.Our Mission1.2.The Challenge1.3.The Solution1.4.A Synopsis of the Whitepaper 2.About the Authors.52.1.MCP Insight2.2.Smadex3.DCB Industry Landscape.73.1.Market Overview3.2.Fraud in the Mobile Ind

2、ustry3.3.Compliance with DCB and mVAS regulations3.4.DCB Geo Analysis4.Clients testimonials.335.Conclusion.346.Sources.35IndexTransparency and Brand Safe Advertising31.1.Our Mission MCP Insight and Smadex present this whitepaper.Our collective mission is to educate businesses about the opportunities

3、 in the digital sphere,especially as it relates to the emergence of Direct Carrier Billing(DCB).Smadex is on a mission to bring customers to your digital door using advanced User Acquisition tactics for Mobile Subscription Services.As the customer journey progresses,MCP Insight brings additional sup

4、port to the anti-fraud fight.MCP Insight creates solutions that not only detects fraudulent activities but also protects against them.The companys objective is to help companies in the mVAS space grow sustainable revenue from DCB with market intelligence,and services to protect customers and busines

5、s from ad fraud and payment page fraud,as well as the financial repercussions of non-compliance.1.2.The ChallengeIn todays digital world,fraud is prevalent and complex.So it can be hard to manage independently.Marketing fraud uses click spam,click injection,and SDK spoofing to inflate impressions,cl

6、icks,and installs.Non-compliant activities like misleading content can also have a negative impact on brand reputations and complaints.These actions cost companies both time and money by negatively disrupting acquisition campaigns and eating away at marketing budgets.For consumers who begin to utili

7、ze the services of a company,fraud attacks on that company can have a devastating financial impact on the customers personal finances,too.Fraudulent activity leads to unintended purchases,the breach of personal data,and sometimes even access to personal banking details.1.Executive SummaryTransparenc

8、y and Brand Safe Advertising41.3.The SolutionThe solution is to enact anti-fraud measures that can protect the advertising practices of the business,and the customer journey for the companys consumers.A partnership with Smadex and MCP Insight can deliver the solutions businesses need to put the best

9、 anti-fraud practices to work.One of the best anti-fraud measures to adopt is Direct Carrier Billing(DCB),a payment strategy with an added layer of security.With DCB,consumers make digital purchases that are then charged back to their mobile carrier,which in turn passes the charges on to the consume

10、r.DCB is an emerging trend that delivers many benefits for businesses,especially in regions such as Europe,MENA,Africa,and Asia.While DCB does have some fraud risks,cybersecurity and compliance experts can help companies develop practices that prevent most fraudulent activity.And,in the event of an

11、issue,that team of experts can help to quickly shut down the activity and revive business practices to protect the company and its consumers.1.4.A Synopsis of the WhitepaperIn this whitepaper,you will gain a thorough understanding of how fraud is evolving to hit the digital world.Learn which fraud t

12、actics are most common and the solutions that can address these challenges.As DCB is an emerging payment process to counteract fraud for consumers and reduce barriers for individuals making online payments,this whitepaper is focussed on what DCB is,why it benefits businesses,and the countries ideall

13、y positioned for brands to penetrate the market with DCB payment options.Through a regional analysis,well dive deep into what challenges exist in each region and the regulations in place to protect companies that operate there,and their customers.Transparency and Brand Safe Advertising52.About the A

14、uthors 2.1.MCP InsightMCP Insight provides the mobile payments industry with powerful tools for fraud prevention,market intelligence,and risk management.Since its inception,MCP has built a reputation for being a market leader in the carrier billing(DCB)and mobile value-added services(mVAS)industries

15、,providing clients with market intelligence and guidance to protect their revenue and support sustainable growth.Clients include Regulators,Payment Processors,Mobile Network Carriers,Aggregators,Content Providers,and large merchants.MCPs services include MCP TRENDS,which provides market monitoring f

16、or VAS and DCB advertising campaigns at scale,including insights on the major players,existing services,and new services coming to market.MCP also offers clients,MCP SCANNER a compliance service that monitors advertising campaigns for breaches of regulatory compliance and fraudulent activities.Also

17、in the MCP service portfolio is MCP SHIELD,which protects brands and customers from mobile payment fraud,detecting unusual behavior and allowing clients to block transactions;consent management platform,MCP VERIFY,providing 3rd party consent verification and recording of the user journey;and MCP NET

18、,an end-to-end service for mobile operators and aggregators for managing the entire mobile payment ecosystem.MCP has recently launched DDRC as a Service,a new feature for MCP NET that provides mobile carriers with complete visibility and control of the DCB value chain,from onboarding new partners to

19、 business as usual(BAU);monitoring compliance,and mitigating risk.Transparency and Brand Safe Advertising62.2.Smadex by Entravision Smadex is part of Entravision,a leading global advertising,media,and ad-tech solutions company that connects brands to consumers by representing top platforms and publi

20、shers.Smadex is a Mobile Growth Platform that powers performance,direct response and brand advertising campaigns across in-app,mobile web,audio and CTV.With transparency and contextual targeting at its core,customers can rely on Smadex as a trusted partner to run privacy-centric advertising campaign

21、s with optimized creative strategies to deliver performance.The company scales campaigns with advanced machine learning algorithms that are customizable fed by a multitude of contextual signals and first-party data to find audiences that resonate and convert for your app,game,brand or offer.Smadex i

22、s focused on helping customers unlock performance and scale in a privacy compliant manner to build long term sustainable value.With more than ten years of in-house experience in Mobile Subscription Services,Smadex partners with a myriad of marketers,payment aggregators,mobile content providers,cyber

23、security companies and compliance experts,providing premium content and services to high LTV customers in Europe,MENA,Africa,Latam,Asia and the rest of the globe.Transparency and Brand Safe Advertising73.DCB Industry Landscape 3.1.Market OverviewMobile users seek convenient and secure payment method

24、s,so it makes sense that Direct Carrier Billing(DCB)has become a preferred payment method in the last decade.Now outpacing the more traditional payment methods(credit/debit cards and e-wallets),DCB is a payment method that doesnt require users to share any financial or banking account information.In

25、stead,DCB allows consumers to make payments by adding charges to their mobile phone bills.At checkout,consumers simply enter their mobile phone number and confirm payment.In turn,consumers are gaining a layer of protection.So,its no wonder that DCB is expected to reach 11%of all digital payments by

26、2025.A study by Zion Market Research and cited by MCP Insight indicated,“The global DCB market was valued at around USD 23.5 billion in 2019 and is expected to reach approximately USD 172.8 billion by 2027,growing at a CAGR(Compound Annual Growth Rate)of around 29.7%between 2020 and 2027”.DCB Benefi

27、tsThe main benefit of DCB is its secure interface.In todays digital world,cybercriminals and fraudsters are always on the prowl.So,its ideal to pay through your mobile bill as opposed to having personal financial data stored.But thats not all.The protection goes a step further with anti-fraud soluti

28、ons.In section 3.2 of this whitepaper,well examine the anti-fraud efforts focused on making DCB a premier choice for secure payments.The benefits list for DCB continues with its inclusive nature.Since 1.4 billion people do not have a traditional bank account,DCB removes the barrier for these consume

29、rs to make online purchases.This is especially important for countries where gaining access to a bank account can be challenging.For example,in Iraq,citizens are five times more likely to have a mobile phone than a bank account.The simplicity of DCB is also a valued benefit.Consumers wont need to se

30、arch Transparency and Brand Safe Advertising8for a credit card or navigate complex online payment systems.This seamless online experience leads to increased transactions and higher conversions for retailers,which benefits the merchants.And while the bottom line goes up for retailers,it does for mobi

31、le carriers too.DCB often yields commissions paid by the merchants.Growing DCB AdoptionConsumer perceptions continue to improve as DCB becomes more mainstream and recognizable.From 2022 to 2023,Mobile Ecosystem Forum data reported a 2%increase in positive perception for the fast function,convenience

32、,and safety of DCB-leading to 42%of consumers touting the convenience.When DCB emerged,it was heavily used for gaming,videos,and music all streaming services.This accounts for about 75%of the DCB digital content market.However,as the payment format becomes more mainstream,the digital ecosystem has e

33、xpanded to include physical goods and services.Ticketing is the fastest-growing segment,expanding over 200%from 2023 to 2027.Where DCB is utilized is also evolving.Currently,Europe represents 45%of the global e publishing market through DCB.But since mobile phones are the dominant device used for DC

34、B,there are significant opportunities worldwide,especially as the 5G network expands.India and MEA are quickly growing in the sector,with a 37.7%and 37.3%CAGR of Carrier Billing spend respectively and a projected 803 million users by 2027.Latin America is not far behind,with a projected CAGR of 25.1

35、%.How It WorksThe DCB consumer process is very straightforward.These five steps indicate the ordinary course of action:1.The user decides to make an online purchase and sees“Pay by Phone”as a payment option.2.The merchants carrier billing provider transmits the order to the consumers contracted mobi

36、le network provider.3.The consumer already has a registered mobile phone number or SIM card with an agreement for pre-paid or postpaid account transactions.Therefore,the mobile network Transparency and Brand Safe Advertising9provider simply verifies the user and confirms the funds so the purchase ca

37、n be completed with the merchant.4.The consumers mobile network provider will then collect the funds.For a pre-paid account,funds can simply be deducted.For a postpaid account,the charge will be added to the upcoming monthly phone bill.5.The mobile network provider then pays the merchant the total a

38、mount within an agreed-upon and specified period of time.The users payment experience may vary from one country to the next.In some countries,one-click payment is permitted.However,additional steps or verifications may be required in markets with higher regulations.Therefore,at checkout,users may be

39、 asked to do any of the following:Provide a PIN Provide a Code from a Mobile Originated Message Consent Make a payment with Account creation DCB Key PlayersWhile the transaction process is seamless and straightforward for the consumer,there are actually many critical players in the Direct Carrier Bi

40、lling process.Main Direct Carrier Billing(DCB)players include:Consumers/Users Merchants of Goods and Services Payment Aggregators Mobile Network Operators(MNOs)Fraud Protection Providers RegulatorsEach of these players has a different risk exposure,so its essential to understand how fraud is managed

41、 in the mobile industry.REGULATORMNOCONSUMERMARKETINGPARTNERPAYMENT AGGREGATORMERCHANT ORCONTENT PROVIDERFRAUDPROTECTIONPROVIDERSTable 1.Mobile Content and DCB Payments Ecosystem:Source:“Combating Fraud in the Mobile Content”,MEF.Transparency and Brand Safe Advertising103.2.Fraud in the Mobile Indus

42、tryFraud can have a damaging effect on your business in many ways.So companies must enact plans that protect their consumers,brand reputation,and marketing budgets.Fraud can impact the consumer by causing unintended purchases or stealing private information.Fraud also includes actions aimed at disru

43、pting marketing efforts,stealing revenue from merchants advertising budgets.Consumer FraudEven though DCB provides an extra layer of security for consumers financial data,there is still a risk of exposure to fraud.Some examples of fraudulent activities that can trick consumers into making unintended

44、 purchases include APK fraud,spoofing and clickjacking among others that will be later analyzed in detail.Anti-fraud solutions exist for each of these hazards.Sophisticated solutions help merchants detect bots that carry out fraudulent activities,block fraudulent attempts,and reverse engineer existi

45、ng threats.Its also crucial for carriers to help consumers be informed shoppers.Consumers should check each statement to confirm that the charges are accurate and legitimate.To help consumers stay on top of their transactions,carriers should provide clear and transparent descriptions along with each

46、 charge.If a consumer forgets a purchase that appears on a statement,the carrier needs to provide support to help consumers learn more and determine legitimacy.When unrecognized charges occur,consumers may have forgotten a transaction,or they may be discovering fraudulent activity.To assist customer

47、s,merchants can:Offer customer care teams to assist with questions.Provide MSISDN lookup tools.Utilize third-party checkers;this is common in countries with active regulator associations.Make proof of consent and visual reminders easily accessible.Transparency and Brand Safe Advertising11Marketing F

48、raudMobile ad fraud can have a devastating impact on a merchants marketing budget when a fraudster uses click spam,click-injection,and SDK spoofing to inflate impressions,clicks,and installs.In any of these instances,the fraudster stands to claim advertising revenue for actions that didnt legitimate

49、ly occur.Initially,this hits a merchants advertising budget,but long term,it can have devastating effects on the data used to determine long-term ad spending and targeting practices.So,merchants must proactively monitor ad performance and enlist experts to help scan and monitor expected consumer act

50、ions.How to Avoid FraudSince fraud can adversely impact both the consumer and the merchant,it hurts the entire mobile content ecosystem.Thats why it is wise to support anti-fraud efforts with human infrastructure.Hire experts that are trained to identify fraudulent activity:Investing in expert skill

51、s can save a company from extensive loss later.Hire an anti-fraud manager to work in-house and consider adding the support of independent anti-fraud companies to enhance the companys workflow and monitor suspicious activity.Advanced targeting,when combined with trusted and premium sources from partn

52、ers like Smadex,and complemented by the anti-fraud solutions from MCP Insight,represent third-party solutions that can bring significant value to your companys efforts.Once a company has the right people to manage the anti-fraud efforts,the process can be refined to prevent,audit,and counteract frau

53、dulent activity.The anti-fraud team can set strict rules,block partners that bring fraudulent traffic,monitor traffic sources,and audit risks associated with GEOs,billing,and traffic.Transparency and Brand Safe Advertising12Fraud Tactics ExplainedFollowing is an overview of the main types of DCB fra

54、ud occurring in the mobile payments ecosystem.This overview explains the detrimental impact on stakeholders and the recommended solutions for each type of fraud.Fake ClicksTacticsMotivesTargetSolutionAd stackingFake clicks on hidden ads below the visible adClick botsAutomated fake clicksClick farmsM

55、anual fake clicks,often low-wageClick-injectionMalicious app generates fake clicksClick hijackingRedirects legitimate clicksClick spammingOverwhelm servers with fake clicksProfitExploiting ads for financial gainMisallocation of ad spend Fake clicks distort budget allocationCompetitive advantage Unde

56、rmining rivals through fraudAdvertisers Wasted ad spend,reduced ROIMedia agencies and publishers Damage reputation,financial lossesApp developersInaccurate metrics,revenue impactConsumersPoor User Experience,potential data compromiseRobust fraud detection systems Leverage machine learning algorithms

57、,real-time monitoringUser behavior analysis Detect deviations from baseline patternsContinuous monitoring and analysis Regularly analyze data,detect anomaliesCollaboration and information sharing Share insights,best practices Two-factor authenticationImplement additional security measuresCompliance

58、with industry standards Adhere to industry standards,regulations Vendor and partner assessments Assess credibility,verify fraud prevention Educating users Raise awareness,promote reportingTransparency and Brand Safe Advertising13Consumer ManipulationTacticsMotivesTargetSolutionContent locking Disabe

59、 the exit and back buttons for the user to subscribe to a serviceMisleading adsMisrepresent advertised contentMisinformation and misleading call-to-actionFalse info,deceptive call-to-actionNon-compliant ads Violate industry standardsFalse endorsementsFalsely claim endorsements Misleading incentivesD

60、eceptive tactics for incentives Hidden subscriptionsConceal subscription terms Unwanted redirects Redirect users without consentRevenue generationIllicit revenue through subscriptions,ads Manipulating ad performanceAttract clicks,manipulate metrics Competitive advantageGain edge by diverting traffic

61、ConsumersDeceived,face financial lossAdvertisers Financial losses,brand damageLegitimate publishers Reputation damage,trust erosionMobile network operators(MNOs)and carriers Financial losses,disputesIndustry reputation and trust Erodes trust,hampers growthRobust anti-fraud solutions Use machine lear

62、ning,anomaly detection,real-time monitoringUser behavior analysisMonitor patterns,detect anomalies Transparent and clear terms and conditionsCommunicate transparent informationCompliance and regulationAdhere to industry regulations Vendor and partner due diligence Assess credibility,verify anti-frau

63、d measures Continuous monitoring and analysis Regularly analyze data,detect patterns Collaboration and information sharing Share insights,develop proactive measures User education and awarenessEducate about fraud risks,report practicesProactive monitoring of ad content Ensure compliance,prevent misl

64、eading adsResponsive customer careHandle complaints,resolve issues promptlyTransparency and Brand Safe Advertising14Consumer ManipulationTacticsMotivesTargetSolutionAPK fraudModify legit apps to steal informationBypassing payment pages Redirect to fake pages for theftClickjacking Trick users into fr

65、audulent actionsCode injection Add malicious code to steal informationMalicious appsCreate fake apps to mimic real onesRemotely controlled fraud Use remote access tools for controlReplay attacks Intercept and replay legitimate transactionsSpoofing Create fake sites/apps to steal informationFinancial

66、 gain Illegally obtain funds,generate revenue Manipulating performance metricsInflate stats for financial gainsConsumersExperience financial losses,unauthorized charges Mobile network operators(MNOs)and carriers Deal with refunds,customer complaints,reputation damage Content Service Providers(CSPs)F

67、ace revenue losses,damaged reputation Legitimate service providers Reputational damage,reduced trustIndustry reputation and trustUndermines trust,impacts growthRobust anti-fraud solutions Use machine learning,AI,data analytics for detection Two-Factor Authentication(2FA)Implement additional security

68、 layer Continuous monitoring and analysis Real-time monitoring,analyze data for anomaliesUser education and awareness Educate about fraud techniques,encourage awareness Vendor and partner due diligence Assess partners security,hold them accountable Transaction monitoring and risk scoring Evaluate fr

69、aud likelihood for each transaction Collaboration and information sharing Share insights,best practices in industry forums Compliance with regulationsAdhere to industry regulations and privacy standards Fraud investigation and responseEstablish a team,respond to reported incidents Customer care Chec

70、k Consumer Manipulation chart for detailsTransparency and Brand Safe Advertising15Fraud ManagementWhen it comes to fraud management,there are some best practices that companies can follow.Select an anti-fraud partner that is transparent with consumers.Track live programs and know what content is bei

71、ng published.Monitor traffic by studying purchase patterns and hosting secret shopper tests.Analyze data trends for CTIT,new device rate,device sensors,ad tracking,and conversion rates.Maintain current contractual measures with the mobile network operators to anti-fraud components.Perform due dilige

72、nce on all partners to identify any with a poor track record on fraud.3.3.Compliance with DCB and mVAS regulations While fighting fraud is of extreme importance,it is also vital to develop mechanisms to ensure compliance with DCB and mVAS regulations in any market.Non-compliant activities erode cons

73、umer trust and result in complaints,refunds and regulatory fines.Moreover,when carriers experience large volumes of complaints for DCB transactions on their networks they may suspend services.Complaints can also attract unwanted attention from the regulator,which lead to more stringent legislation t

74、hat can have a negative impact on business.Some of the best practices that should be taken into consideration include:1.You must comply with mobile carrier rules/code of conduct in each market:Some carriers may place restrictions on the use of header enriched flows(preventing pre-population of the c

75、onsumers MSISDN).Some carriers may restrict online payment to using Direct Carrier Billing rather than PSMS.Most carriers require Double Opt-in;with many requiring PIN-verification:Where PINs are required,these will generally need to be random and unique to the user and expire if they are entered in

76、correctly or if they are unused within a period of around 15 minutes(it is generally not permitted to pre-populate the PIN for the user).Transparency and Brand Safe Advertising16 Regulations may also require further proof of consent to charge a consumer,by utilizing an auditable third-party PIN prov

77、ider.Consent is usually evidenced by capturing the key terms presented to the consumer and their opt-in to purchase.Utilizing the services of a fraud-blocking provider is mandated in a growing number of markets.2.Countries often have content-specific regulations to take into consideration such as:Ga

78、mbling services will require registration and additional controls or may be banned completely.Competition services are often restricted(an element of skill,such as a general knowledge question,may be necessary to separate competitions from the Gambling genre).Adult services(pornography)are banned in

79、 many markets,particularly the Middle East;this often includes restrictions on the placement of adverts for other genres of service within adult sites or utilizing any adult images within the ad banners.In countries where adult services are permitted,the rating of content may be restricted,X-rated c

80、ontent may be banned,and only less explicit glamour-style content allowed.Fortune telling and horoscope services are often restricted.Where permitted,they should avoid advice on topics of health and finance.3.Advertising should not mislead either by false claims or omission of key information:If usi

81、ng Marketing Affiliates to generate traffic,you should be vigilant to what claims are being made on your behalf;spot-checking promotions using ad-scanning technology is recommended.Affiliates activity within the Social Media platform has been particularly prone to fraudulent claims being made,fuelli

82、ng complaints to the Networks,with the consumers being promised non-existent incentives such as free phones or allocations of virtual credits prior to reaching the service sign-up page.Promotions directed at minors are generally discouraged.Whilst not always enforced,EU countries are subject to blan

83、ket restrictions on advertising to children.Transparency and Brand Safe Advertising17 Generic advertising banners are not encouraged.Many markets are now going further in requiring banners to be service-specific and display brand and price information.The context of the banner placement may also pre

84、sent an issue;for example,placing“Download Now”style banners on a site next to an unrelated video or music content could result in breaches for misleading advertising.4.Landing pages need to achieve informed consent to charge:Provide clear and transparent information about the charges,including the

85、amount,frequency,and duration of the service.Price should be prominent and proximate to the call to action;this is often a very subjective area of regulations with a large degree of interpretation depending on country and operator.It is recommended to present key terms in clear contrast,and font siz

86、es proportionate to the size of the call to action and other prominent promotional screen elements.Button wording should use payment terms.You should give customers the ability to cancel their subscription at any time,and the opt-out instructions must be presented on payment screens and receipts.Fun

87、ctioning customer service contact information should be provided and easily accessible.Country-specific standards apply,but generally,a standard rate or toll-free number should be provided;this must be staffed during business hours,or if a voicemail is permitted,messages must be responded to promptl

88、y within 24-48 hours max.Email customer care may be permitted as an optional route of contact.5.Protect customer data from unauthorized access or disclosure;within Europe,the General Data Protection Regulations(GDPR)will apply.*It is important to note that these are just some of the key compliance r

89、equirements for DCB and mVAS overseas.If you are considering offering these services,it is important to consult with a legal advisor to ensure that you are in compliance with all applicable laws and regulations.3.4.DCB Geo AnalysisTo get a concrete understanding of the mobile ecosystem and DCB,its n

90、ecessary Transparency and Brand Safe Advertising18to look at specific regions and countries.In doing so,its easier to understand the nuances and factors prevalent in each respective area.In this section,well review selected countries of Europe,MENA,Africa and Asia,where MCP Insight and Smadex posses

91、s extensive knowledge of the markets.In the mentioned regions,Smadex owned a total of 271 active campaigns by September 2023,with a yearly growth of 25%and reaching more than 430,000 average monthly subscriptions surpassing by 20%last year.DCB in EuropeThe European DCB market is projected to experie

92、nce significant growth,reaching$17,649.7 million by 2027.This growth is anticipated to occur at a CAGR of 10.5%from 2020 to 2027.Europe ranks as one of the highest regions globally in terms of mobile device prevalence.Regarding DCB,smartphones emerge as the preferred choice among users,constituting

93、a substantial 57%share of global DCB payments,although tablets and other connected devices are expected to increase their presence in the upcoming years.Total 119 138 147 139 163 185 219 213 217 210 226 234 245 278 309 340 305 302 304 267 271 Jan-22 Feb-22 Mar-22 Abr-22 May-22 Jun-22 Jul-22 Aug-22 S

94、ep-22 Oct-22 Nov-22 Decc-22 Jan-23 Feb-23 Mar-23 Apr-23 May-23 Jun-23 Jul-23 Aug-23 Sep-23 Graph 2:Evolution of Number of Smadex Active Campaigns(Jan-22 to Sep-23)Source:SmadexAfricaAsiaEuropeMiddle EastTransparency and Brand Safe Advertising19In terms of content types,games dominate the market with

95、 a 52%share,followed by video in the second place with 27%of the share.Music,Lifestyle,and EPublishing follow the list with 10%,5%,and 6%,respectively.FranceFor Smadex,France is the top country,with 92 active campaigns during September 2023,and a+19%growth vs the previous year reaching an average of

96、 21,888 monthly subscriptions.The following graph shows non-compliant activity in France.Overall,the countrys compliance is high.According to MCP Insight,the most common fraudulent actions focus on providing misleading content to bait consumers.Regulatory Bodies and Compliance Requirements:France ma

97、intains stringent regulations for mobile payments through various governing bodies:Autorit de Rgulation des Communications lectroniques et des Postes(ARCEP):Serving as an independent authority,ARCEP oversees electronic communications and postal services.Its responsibilities include ensuring fair com

98、petition,fostering innovation,and safeguarding consumer interests.Mandatory registration with ARCEP is essential for Direct Carrier Billing or mVAS providers in France.Commission Nationale de lInformatique et des Liberts(CNIL):CNIL is entrusted with supervising the management of personal data in Fra

99、nce and setting guidelines for its collection,usage,and secure storage in alignment with the European Unions General Data Protection Regulations(GDPR).Direction Gnrale de la Concurrence,de la Consommation et de la Rpression des Fraudes(DGCCRF):This French governmental agency enforces consumer Graph

100、3:Compliant vs non-compliant trafficTransparency and Brand Safe Advertising20protection laws,promotes fair competition,and combats fraudulent activities under the purview of the French Ministry of Economy and Finance.France has established specific compliance requirements defined by key legislations

101、.For example,the Code des postes et des communications lectroniques(CPCE)governs the telecommunications sector,outlining necessary conditions for Direct Carrier Billing and mVAS providers.Additionally,the French Data Protection Act,revised in 2018 to align with GDPR standards,emphasizes the protecti

102、on of personal data.In addition to legal frameworks,Direct Carrier Billing and mVAS providers must adhere to industry codes of conduct,which include:Fdration Franaise des Tlcoms(FFT):Serving as the representative body for major telecommunications operators in France.Association Franaise du Multimdia

103、 Mobile(AFMM):Advocating for the mVAS industry and uniting stakeholders like mobile network operators,content providers,service providers,and technology firms.Association Franaise des Fournisseurs dAccs Internet(AFA):Bringing together Internet Service Providers(ISPs)in France,including influential p

104、layers in the telecommunications sector.Chambre de Commerce Internationale(CCI):Facilitating and promoting international trade and investment,offering a platform for business dialogue,best practices,and policy influence.Finally,there are specific service requirements that mandate editors to transpar

105、ently provide users with essential information through appropriate means,following communication and design guidelines.This information includes details stipulated in Article 6 III of the LCEN dated 21 June 2004 1,pricing information according to Article L.113-3 of the Consumer Code,fundamental feat

106、ures of the service,necessary conditions for service delivery,and comprehensive information enabling users to submit claims(Chatel Law,Article 29,LME Article 87)and exercise their rights.In cases involving personal data or situations encouraging user communication(e.g.,services connecting users),edi

107、tors are Transparency and Brand Safe Advertising21obligated to inform users about potential data usage(Chapter 5 of the French Information and Liberties Act).Furthermore,if the service is inherently subject to specific restrictions,the editor must duly alert the user.NetherlandsIn the Netherlands,du

108、ring September 2023 Smadex had 5 active campaigns,while reaching an average of 2,858 monthly subscribers,growing+8%vs previous year.97.7%of the traffic in general is compliant in the Netherlands.Recent regulatory changes that took effect in 2023 have resulted in low non-compliance rates across traff

109、ic sources.Regulatory Bodies and Compliance RequirementsIn the Netherlands,ensuring compliance with mobile payment regulations involves various regulatory authorities:Authority for Consumers and Markets(Autoriteit Consument en Markt-ACM):This independent regulatory body oversees multiple sectors,inc

110、luding telecommunications and competition.Dutch Data Protection Authority(Autoriteit Persoonsgegevens):This authority enforces the General Data Protection Regulation(GDPR)within the Netherlands and sets the guidelines for the collection,utilization,and secure storage of personal data across the Euro

111、pean Union.Compliance requirements in the Netherlands are anchored in the following legal frameworks.The Telecommunications Act(Telecommunicatiewet)governs the telecommunications sector,establishing prerequisites for Direct Carrier Billing and mVAS providers.Additionally,the Consumer Protection Act(

112、Consumentenwet)regulates consumer protection in the Netherlands,delineating how companies must interact with their customers.Graph 4:Compliant vs non-compliant trafficTransparency and Brand Safe Advertising22Direct Carrier Billing and mVAS providers must also adhere to industry codes of conduct esta

113、blished by:The Dutch Consumer Association(Consumentenbond):A non-profit organization dedicated to championing consumer rights and interests,which has been actively operating in the country since 1953.Stichting Gedragscodes Mobiele Diensten(SGMD)or the Dutch Foundation for Mobile Services Codes:This

114、organization in the Netherlands oversees the adherence of mobile service providers to industry codes of conduct,established through collaboration between the mobile industry,consumer organizations,and the Dutch government.SGMD is committed to ensuring responsible and transparent practices in mobile

115、service provision,including:Code Development:Collaborating with relevant stakeholders to create industry codes of conduct for mobile service providers,outlining guidelines and best practices for foundation members to follow.Compliance Monitoring:Monitoring members compliance with established codes o

116、f conduct,investigating complaints and allegations of non-compliance,and taking appropriate measures to address violations.Dispute Resolution:Offering a platform for consumers to submit complaints and seek resolution regarding mobile services.SGMD ensures that member companies promptly and fairly ha

117、ndle consumer complaints,thereby aiding in the resolution process.DCB in MEAThe MEA region is expected to achieve an impressive$5.8 billion by 2027,according to Juniper Research.Paying for digital content through carrier billing has become a prevalent payment method in the Middle East.Even in 2020,t

118、he average revenue per paying user(ARPPU)for carrier billing in the Middle East and Africa amounted to$14.9.The preference for mobile payments in this region continues to rise,with 64%of consumers increasing the use of at least one digital payment option,including Direct Carrier Billing(DCB).Transpa

119、rency and Brand Safe Advertising23IraqDuring September 2023,Smadex owned 38 active campaigns in Iraq,with a 46%growth vs the previous year,reaching an increasing number of 42,138 average monthly subscriptions(+92%vs LY).Iraq shows high levels of compliance for Google traffic,less so for affiliate tr

120、affic.MCP Insights compliance team has found that misleading advertising,coupled with services not permitted,drive the majority of fraudulent activity in Iraq.Mixed Content Portal presents the highest level of compliance issues,followed by games.Consumers are also at increased risk when using video,

121、e-learning,media content portals and lifestyle.Regulatory Bodies and Compliance RequirementsThe Communications and Media Commission(CMC)in Iraq holds authority over the telecommunications and media sectors.Established under Law No.89 of 2004,the CMC operates independently to regulate and supervise t

122、hese vital industries.Their role encompasses ensuring equitable competition,safeguarding consumer rights,overseeing the radio spectrum,and fostering the growth of the telecommunications industry in Iraq.For Direct Carrier Billing and mVAS providers in Iraq,compliance is essential with stipulations w

123、hich are outlined in various legal frameworks,including the Telecommunications Law No.13 of 2001,the Consumer Protection Law No.1 of 2006,and the Personal Data Protection Law No.8 of 2018.Noteworthy points concerning Mobile Payment Services include:Prohibition of adult content.Requirement for Arabic

124、 language usage.Subscription services are permissible,with a recommended 1-day free trial.Adherence to Islamic principles regarding content restrictions.United Arab EmiratesAs for the United Arab Emirates,by September 2023 Smadex had 18 active campaigns,more than double the number from previous year

125、.Average monthly subscriptions increased to 4,621 showing a 420%growth.Transparency and Brand Safe Advertising24The market compliance for UAE shows a compliant traffic of 83.5%with the majority of high severity issues associated with non-Google traffic.MCP Insight reports that in UAE,service landing

126、 pages are the predominant category with issues,followed by misleading content.While games is the category plagued by most problems,challenges also arise with other categories like media content portals,mixed content portals and quiz/competition among others.Regulatory Bodies and Compliance Requirem

127、entsIn the UAE,the responsibility for ensuring compliance with mobile payment regulations lies with the Telecommunications Regulatory Authority(TRA)as mandated by Law No.1 of 2006.This law serves as the governing framework for the telecommunications sector,setting the standards and guidelines that D

128、irect Carrier Billing mVAS providers must strictly follow to comply with telecommunications regulations.Additionally,DCB and mVAS providers in the UAE are subject to the following regulatory provisions:Consumer Protection Law No.24 of 2006:This legislation is designed to safeguard the rights and int

129、erests of consumers in the UAE.DCB and mVAS providers are obligated to adhere to these regulations,which encompass principles of fair business conduct,transparent pricing,accurate product information,and well-defined terms and conditions for their services.Personal Data Protection Law No.5 of 2021:T

130、his relatively recent law focuses on the protection of personal data within the UAE.Compliance involves implementing robust data protection measures,obtaining proper consent for data processing,and managing personal data in accordance with the laws stipulations.Graph 6:Compliant vs non-compliant tra

131、fficTransparency and Brand Safe Advertising25Further considerations encompass:Licensing:Before commencing operations in the UAE,all mVAS providers are required to obtain a license from the TRA.This process is thorough,involving steps such as technical evaluation and financial auditing.Registration:P

132、rior to offering services to the public,all mVAS providers must complete a straightforward registration process with the TRA,providing basic business information such as name,address,and contact details.Tariffs:All mVAS providers are mandated to invoice their customers according to tariffs approved

133、by the TRA,ensuring accessibility and affordability of mVAS services for all UAE residents.Quality of Service(QoS):The TRA sets standards for the quality of service that mVAS providers must deliver to their customers.These standards cover various aspects,including network availability,response times

134、,and data security.Security:The TRA requires mVAS providers to implement appropriate measures to protect customer data and privacy.These measures include data encryption,the use of strong passwords,and the implementation of intrusion detection systems.Complaints:The TRA provides a mechanism for cust

135、omers to submit complaints against mVAS providers.All complaints undergo thorough investigation,and the TRA may take appropriate actions,such as issuing warnings or imposing fines.DCB in AfricaSince nearly 50%of the African population doesnt have a bank account,DCB is a promising avenue to increase

136、purchasing power in the digital sphere.So,its no wonder theres an expected 60%increase in mobile payments by 2025 in the African market.South Africa South Africa is the second strongest country for Smadex,after France.During September 2023,the company had 75 active campaigns(+74%vs LY),while unlocki

137、ng the power of more than 121,000 average monthly subscriptions with an increasing+34%growth compared to the previous year.Transparency and Brand Safe Advertising2612.8%of the South African market has issues with non-compliant ad flows and landing/payment pages.In accordance with MCPs Insight findin

138、gs,promotion pricing and misleading content are the major issues facing this area.Mobile personalization,video and games are the main categories struck predominantly with promotion pricing challenges.Regulatory Bodies and Compliance RequirementsIn South Africa,ensuring compliance with mobile payment

139、 regulations involves the oversight of several authoritative bodies:The South African Communications Regulatory Authority(ICASA):Operating as an independent regulatory entity,ICASA is responsible for overseeing and regulating the telecommunications,broadcasting,and postal services sectors within the

140、 nation.ICASA mandates that mVAS providers secure either a license or registration,contingent on the nature of their services.The specific prerequisites and registration procedures may vary based on the type of mVAS and associated risks.Strict compliance with ICASAs regulations is essential to ensur

141、e legal operations and avoid potential penalties.The Consumer Goods and Services Ombud(CGSO):Operating independently,CGSO specializes in resolving consumer complaints related to goods and services purchases.Established under the Consumer Protection Act of 2008,CGSO serves as a vital guardian of cons

142、umer rights.The Information Regulator(IR):Functioning as an independent regulatory body,the IR is entrusted with safeguarding personal information and promoting access to information.Its establishment under the Protection of Personal Information Act(POPIA)of 2013 is instrumental in preserving data p

143、rivacy.Wireless Application Service Providers Association(WASPA):Additionally,mVAS providers in South Africa must attain Graph 7:Compliant vs non-compliant trafficTransparency and Brand Safe Advertising27membership in WASPA if they offer services falling within WASPAs code of conduct.By becoming par

144、t of WASPA,mVAS providers pledge to uphold the associations code of conduct,which offers comprehensive guidance and best practices in areas such as service provision,billing procedures,customer care,and the resolution of complaints.Embracing WASPA membership and adhering to its code of conduct under

145、scores mVAS providers commitment to delivering responsible and ethical services within the mobile industry.The essential compliance requirements for Direct Carrier Billing and mVAS in South Africa are meticulously outlined by the following laws and regulations.The Electronic Communications and Trans

146、actions Act(ECTA):This legislative framework governs the telecommunications sector,outlining specific requisites for Direct Carrier Billing and mVAS providers.The Consumer Protection Act(CPA):Serving as the guardian of consumer protection in South Africa,the CPA mandates the conduct of companies whe

147、n interacting with customers.The Protection of Personal Information Act(POPIA):As South Africas data protection law,POPIA sets forth unequivocal guidelines regarding the collection,utilization,and secure storage of personal data.The Ivory CoastAs for Smadex,during September 2023 the company had 5 ac

148、tive campaigns running and achieved 30,649 average monthly subscriptions,growing+97%vs the previous year.The Ivory Coast has issues with fraudulent activity,15.7%of all traffic is non-compliant.MCP Insights analysis reveals that most challenges arise from misleading content,but many cases also face

149、issues with promotion branding and targeting children.The misleadingGraph 8:Compliant vs non-compliant trafficTransparency and Brand Safe Advertising28content is focused almost solely on quiz content,whereas promotion branding arises mainly from mixed portal content,sports and games.Regulatory Bodie

150、s and Compliance RequirementsIn Cte dIvoire,compliance with mobile payments is overseen by the following authorities:Autorit de Rgulation des Tlcommunications et des Postes(ARTCI):This principal regulatory body is tasked with supervising the telecommunications sector.Its core mission is to ensure th

151、e efficient operation,growth,and regulation of the telecommunications and ICT sectors in Cte dIvoire.Commission Nationale de lInformatique et des Liberts de Cte dIvoire”(CNIL-CI):Serving as the national data protection authority,CNIL-CI is responsible for enforcing data protection laws in Cte dIvoir

152、e.The primary data protection law in the country is Law No.2013-450 on the Protection of Personal Data,which establishes the legal framework for data protection and delineates the rights and responsibilities of data controllers and subjects.Conseil National de la Consommation(CNC):A governmental ent

153、ity dedicated to advancing and safeguarding consumer rights and interests in the nation.It works towards ensuring equitable business practices,increasing consumer awareness,and facilitating the resolution of consumer disputes.The essential compliance requirements for Direct Carrier Billing and mVAS

154、in Cte dIvoire are delineated in the following legal frameworks:The Telecommunications Act(Loi n 2014-581 du 24 dcembre 2014 relative aux communications lectroniques et la poste):This Act governs the telecommunications sector in Cte dIvoire,setting forth the prerequisites for Direct Carrier Billing

155、and mVAS providers.The Consumer Protection Code(Code de la consommation):The Consumer Protection Code regulates consumer protection in Cte dIvoire,establishing the criteria for how companies must interact with their customers.Transparency and Brand Safe Advertising29In addition to statutory laws and

156、 regulations,compliance for Direct Carrier Billing and mVAS providers also requires adherence to industry codes of conduct.These codes are established within contractual agreements by the Mobile Networks and Aggregators.SenegalIn September 2023 Smadex had 22 active campaigns running in Senegal,surpa

157、ssing the previous years amount by 47%and achieving 51,593 average monthly subscriptions(+47%vs last year).As it stands,Senegals compliance is good,with Google traffic being 99.7%compliant and affiliate traffic at 87.1%.According to MCP Insight,fraudulent activity has been recorded for targeting chi

158、ldren and providing misleading content,the latter becoming more relevant during August 2023.Users making purchases specifically in the category of games need to use extra vigilance.Regulatory Bodies and Compliance RequirementsIn Senegal,the regulatory landscape that governs the telecommunications se

159、ctor comprises various entities:Autorit de Rgulation des Tlcommunications et des Postes(ARTP):Established in Senegal under Law No.2011-01 of February 24,2011,ARTP is an independent administrative authority.Its primary mission is to oversee and regulate telecommunications and postal services,ensuring

160、 equitable competition,service quality,and consumer protection.ARTPs pivotal responsibilities encompass:Regulation and Licensing:ARTP formulates regulations,defines licensing terms,and sets technical benchmarks for telecommunications and postal operators in Senegal.It issues licenses and permits to

161、operators while upholding compliance with regulatory prerequisites.Consumer Protection:ARTP upholds consumer rights and interests by Graph 9:Compliant vs non-compliant trafficTransparency and Brand Safe Advertising30enforcing rules related to service excellence,transparent billing,grievance resoluti

162、on,and just commercial practices.Commission de Protection des Donnes Personnelles(CDP):Serving as the data protection authority in Senegal,CDP is tasked with overseeing the application and enforcement of data protection laws.In Senegal,the primary data protection law is Law No.2008-12 of January 25,

163、2008,recognized as the Law on Data Protection.This law delineates the rights and duties of data controllers and subjects.Conseil National de la Consommation(CNC):A governmental institution devoted to safeguarding consumer rights and fostering equitable business practices.Its principal aim is to shie

164、ld and advocate for consumer interests across various economic sectors.The pivotal compliance requirements for Direct Carrier Billing and mVAS providers in Senegal are delineated in the following legal statutes.The Telecommunications Act(Loi n 2003-002 du 13 janvier 2003 relative aux tlcommunication

165、s et la poste)regulates the telecommunications sector in Senegal and establishes the prerequisites for Direct Carrier Billing and mVAS providers.Similarly,the Consumer Protection Code(Code de la consommation)oversees consumer protection,articulating the criteria for companies in their dealings with

166、customers.Apart from these legal frameworks,specific obligations and expectations will be stipulated by Mobile Networks and Aggregators as part of contractual agreements.DCB in AsiaThe Direct Carrier Billing market in Asia is projected to achieve a value of US$35,700.1 million by 2027,experiencing a

167、 CAGR of 13.1%from 2020 to 2027.The Asia Pacific region is anticipated to be the fastest-growing market for Direct Carrier Billing,fueled by the rising prevalence of smartphones in developing economies and the growing collaborations between mobile network operators and digital content providers.Tran

168、sparency and Brand Safe Advertising31PakistanDuring September 2023,though Smadex active campaigns decreased in the region,the amount of average monthly subscriptions reached a solid amount of 66,138.Pakistan experiences significant issues with non-compliant affiliate traffic,31.8%,bringing the over

169、rate of compliant traffic to just 81.2%.As per MCP Insight,the issues impacting Pakistan include promotion content,misleading content,and instances of targeting children.These issues become acutely more visible in the games and video categories.Regulatory Bodies and Compliance Requirements In Pakist

170、an,the regulation of the telecommunications sector,including billing methods and payment systems,falls under the jurisdiction of the Pakistan Telecommunication Authority(PTA).mVAS providers are obligated to undergo registration with the PTA.This registration process ensures that mVAS providers align

171、 with relevant regulations,maintain established standards,and fulfill consumer protection requirements.Furthermore,providers operating in Pakistan must strictly adhere to the following overarching regulations:Telecommunications Act 2005 Consumer Protection Act 1985 Protection of Electronic Transacti

172、ons Ordinance 2002 Personal Data Protection Act 2016While Pakistan does not have specific Mobile Payments Codes of Practice,compliance with industry standards is governed through individual agreements established with Mobile Networks and Aggregators.Graph 10:Compliant vs non-compliant trafficTranspa

173、rency and Brand Safe Advertising32MalaysiaNon-compliant activity is a significant problem in Malaysia,almost entirely generated by affiliate traffic with 84.6%of affiliate ad flows or landing/payment pages having compliance issues.These compliance issues infiltrate almost every category for DCB tran

174、sactions.Per the information provided by MCP Insight,topping the charts for fraudulent activity is transactions related to mixed content portals.Regulatory Bodies and Compliance Requirements In Malaysia,the Malaysian Communications and Multimedia Commission(MCMC)holds authority over direct billing p

175、ractices.MCMC takes charge of supervising the telecommunications and multimedia sectors within Malaysia,ensuring conformity with regulatory measures and safeguarding consumer rights.These regulations are designed to uphold transparency in billing procedures and promptly address any concerns or dispu

176、tes associated with direct billing services.Providers of Direct Carrier Billing(DCB)in Malaysia are further obligated to observe the following legal frameworks:Communications and Multimedia Act 1998 Consumer Protection Act 1999 Personal Data Protection Act 2010For those seeking to operate as mVAS pr

177、oviders in Malaysia,compliance with the licensing and registration prerequisites outlined by MCMC is imperative.Specific requirements may vary contingent on the nature of services provided and the type of license necessitated.Graph 11:Compliant vs non-compliant trafficTransparency and Brand Safe Adv

178、ertising334.Clients testimonials:Why do clients choose Smadex&MCP Insight?Smadex and MCP Insight are well-positioned to help clients grow their reach in the markets where DCB has exponential growth potential.By offering a mix of services,the partnership between Smadex and MCP Insight gives clients t

179、wice the market power.Working in collaboration,Smadex and MCP Insight help clients engage new users through proven advertising strategies and mobile best practices.Thats why clients rave about the work done by these companies to increase market penetration and growth in countries throughout the worl

180、d.“Smadex has been our preferred partner in expanding our reach in Europe and Africa across multiple geos.Their premium inventory and publishers are both high performing and safe enabling us to work with confidence even in sensitive countries with strict guidelines.Our partnership with MCP allows us

181、 to scan and analyze randomized sample data sets both on an ad and landing page level.MCP helps both the content providers and the carriers in keeping out non-compliant flows and fraudulent affiliates.Smadex and MCP is the ideal combination that is required to build sustainable and healthy markets a

182、cross the DCB vertical and to expand the scope of alternate payment channels.”Sujai Soy,Chief Marketing Officer atFirst ScreenTransparency and Brand Safe Advertising34In 2016,mobile became the leading online advertising channel,so its no shock that the industry is now focusing on mitigating fraud in

183、 the digital space where most transactions occur.The right partner can help counteract the challenging effects of fraud and this is especially important as DCB grows in market dominance as a leading form of payment in countries throughout the world,each with different regulations and landscapes.Smad

184、ex and MCP Insight have joined forces to be the go-to providers in the industry to help mobile companies manage the entire customer journey from advertising to customer care all while remaining diligent in fighting fraudulent activity.The partnership between Smadex and MCP Insight offers guaranteed

185、solutions tailored to each brand:Develops advertising solutions to increase acquisition.5.Conclusion Delivers effective retargeting campaigns to increase revenues.Builds awareness and proves performance with top-notch monitoring.Provides brand protections for Mobile Subscription Services and DCB.Fig

186、hts fraudulent activity with anti-fraud solutions.Solves challenges that arise from fraudulent activity.Positions companies to thrive as industry leaders.Aligned with the points mentioned above,it is important to choose a partnership with industry experts that can help you meet your needs,protect yo

187、ur interests,and enhance your performance.Transparency and Brand Safe Advertising356.Sources Business Market Insights.(2020).Asia-Pacific Direct Carrier Billing Market to 2027-Covid-19 Impact and Regional Analysis by Type.Retrieved from:https:/ Business Market Insights.(2020).Europe Direct Carrier B

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191、 Carrier Billing:A MNOs Guide.Retrieved from:https:/ and Brand Safe Advertising36 Mobile Ecosystem Forum.(n.d.).Combating Fraud In Mobile Content.Retrieved from:https:/ Ecosystem Forum.(n.d.).Direct Carrier Billing getting faster,more convenient and safer.Retrieved from:https:/ SLA Digital.(2020).Ca

192、rrier Billing Market Focus-The Middle East.Retrieved from:https:/sla- from:https:/ Carrier Billing Report 2022.Retrieved from:https:/ Telecoming.(2023).Direct Carrier Billing Report 2023.Retrieved from:https:/ The World Bank.(2022).COVID-19 Boosted the Adoption of Digital Financial Services.Retrieve

193、d from:https:/www.worldbank.org/en/news/feature/2022/07/21/covid-19-boosted-the-adoption-of-digital-financial-services Wister Mobile Services.(n.d.).Mobile Payment in Africa:An underestimated potential.Retrieved from:https:/wister.fr/mobile-payment-in-africa-an-underestimated-potential/Zion Market Research.(2021).Payment Service Provider Market Size,Share,Growth,Forecast 2030.Retrieved from:https:/ and Brand Safe Advertising37