Another form of fraud where real mobile devices with malware or fake apps can easily rotate IDFAs to defeat frequency caps and make more ad dollars.

1. June 15, 2018marketing.scienceconsulting group, inc.
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Real Mobile Devices, Faked IDFAs
Reviewing data from Cinarra Systems, it is clear that real mobile devices with malware
or fraud apps can maintain hundreds of fake mobile advertising IDs (IDFAs/GAIDs) per
device. These are used to defeat frequency caps so the devices can continue to make
more money from ad fraud. In addition to this form of fraud, fake mobile devices
(mobile emulators) can be created by the millions to scale ad fraud even more.
KEY FINDINGS:
• Frequency caps are rendered useless – multiple faked IDFAs are used to
get by frequency caps so the devices can make more money from ad
fraud; normally the number of IDFA’s per physical device should be 1 or 2.
• Targeting physical devices is critical – mobile advertising IDs
(IDFAs/GAIDs) can be faked; data showed 1000’s of physical devices with
100’s of IDFAs each. Targeting real physical devices is more accurate.
Reference: Mobile Display Fraud is Rampant Beyond Belief, June 2018