In this presentation, on mobile fraud you will learn: - What different types of mobile ad fraud exist - The problems this causes for advertisers - How gaming giant Rovio is preventing fraud with adjust You can find out more about this topic in our white paper: https://www.adjust.com/resources/mobile-publisher-fraud-2016/ Find out more about how fraud prevention with adjust works here: https://www.adjust.com/mobile-ad-fraud-prevention/

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MOBILE ATTRIBUTION ANALYTICS 2016

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The three different types of fraud
Click SpamSimulated DevicesFake Installs
Some App

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+ Servers pretend to be apps and talk to
analytics platforms
Fraud
+ Analytics SDK with SSL encryption
+ Shared secret
Prevention
Faking HTTP calls to trigger
false installs
+ Publishers are paid for fake installs
+ Too many installs counted
+ Retention rates are underestimated
Effect

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Simulated installs & behaviour
+ Exclude all IPs from known data centers, proxies,
Tor exit nodes or cloud providers from attribution.
Fraud
Solution
+ Devices are simulated with full OS stack or are
triggered by "mechanical turks" to create legit install
requests.
Effect
+ Installs (and events) attributed to fraudulent publishers
+ Undercounted retention rates

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+ Limit number of clicks
considered for
fingerprinting from
single IPs.
+ Detect extremely low
yielding campaigns
and deliver landing
pages
+ with Javascript to
create redirects and
stop crawlers.
Fraud
Solution
Background clicks
+ Apps that, without the users
interaction, crawl ads and click
through any URL they find to
spam fingerprinting and claim
organic traffic.
Effect
+ Organic users are attributed to
publishers
+ Ads show very strong in-app
retention & engagement (organic)
+ Very low conversion rates

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Stolen ad budget is only one of the
problems caused by fraud
Faked
conversations!
Click spam-
organic users
Fraud-free!
Some Users
Removed!
Uncertainty
Higher
investment
Lower
investment
Uncertainty
same day
unlimited
0.01
1.500.000
5%
11%
6%
8%
12,00
0,01%
8.27%
63,250
5,000
29,000
7,590
5,000,000
3,400
Network C
Network B
Network A
Organic
Result?Problem?Day-7
Retention
Purchase
Conversion
CVRInstallsClicks
150,000

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Exploited ad budgets are only one of the
problems caused by fraud
+ Organic user activity (like purchases) is poached by click spam campaigns
+ Click spam campaigns look like they perform very well (because the users are organic)
+ High-quality, premium campaigns usually perform less than organics
+ Campaigns with fake conversions have high initial conversion rates, low post-install conversion
The consequence: Your conclusions based on the data are uncertain, and sometimes wrong!

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Before
After
+ New networks contributed users.
+ Manually checked post-install data for suspicious IPs.
+ BI team contributed some insights, but marketing relied on
+ a few trusted partners to keep workload reasonable.
+ All new users automatically vetted.
+ Suspicious sources - users with datacenter IPs, using suspicious
VPNs, or Tor - were automatically isolated for separate analysis.
+ New partners rapidly evaluated.
+ Ad budget and time could now be used to try new marketing
approaches.
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I now see that adjust’s fraud prevention is serving a
different purpose beyond just preventing a ‘bad’ install:
It’s my insurance policy when working with new partners.
We can try new things, and I’m free to experiment
because I trust the data.
We can go big, and not hold back.
An Vu
User Acquisition Lead at Rovio

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www.adjust.com
Stephanie Pilon
stephanie@adjust.com
Head of Product Marketing
adjust
Berlin

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All the details
in our white paper
adjust.com/fraud-prevention