This website stores cookies on your device to improve your website experience and provide more personalized services to you on this website and through other media. To find out more about the cookies we use, see our Cookie Policy.If you click "Accept", we will use your information to serve you better with improved and customized services and for marketing purposes. If you click "Decline", we will not track your personal information on the website except to the extent required to honor your preference so that we do not have to cause inconvenience by asking you to make this choice again unless you clear the cookies.Learn more

A Buyer’s Guide to Evaluating App Install Anti-Fraud Solutions

Mobile ad fraud is one of the most pressing and complex issues facing marketers today. The rate at which ad fraud has evolved over the years in terms of sophistication is phenomenal and concerning. What was once regarded as advanced fraud methodologies is now treated as conventional.

Today, fraudsters use advanced obfuscation techniques and leverage machine learning (ML) to counter anti-fraud algorithms. Such techniques mimic post-install user behavior so accurately, it makes it harder to detect instances of fraud, let alone prevent it.

The October 2018 BuzzFeed exposé of the multi-million dollar ad fraud scheme involving 93 apps on the Play Store is a case in point. The modus operandi was meticulously planned and executed via an array of shell companies across dozens of countries, effectively masking the money trail. This elaborate operation was likely the first of its kind in the world of ad fraud. But, this is only the beginning. Such attempts are constantly growing in frequency and complexity.

While the cat-and-mouse game continues, the exception is that humans are no longer at the forefront of it; rather, ML algorithms on both sides are battling it out. There is a great need to truly understand the implications and the true cost of ad fraud before creating a comprehensive anti-fraud framework. This guide highlights both and also provides an eight-point checklist for evaluating the dozens of anti-fraud solutions available in the market today.

ダウンロード

ページトップに戻る