Brand Safety and Influencer Marketing Overview

Influencer marketing is already a huge marketing channel, but it’s estimated that fraud eats up 15% of influencer ad spend. Costing the industry USD $1.3 billion annually, over 684 million fake accounts have been removed from Facebook, Twitter, Instagram and Linkedln since 2014.

In APAC, there are approximately 58 million fake users with India and Indonesia making up the largest pieces of the pie. Up from 30% in 2019, 34% of marketers now perceive brand safety as an on-going influencer marketing concern.

This report from INCA looks at brand safety challenges and consumer data in influencer marketing.

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