Post on 16-Apr-2017
A Guide on How To Get Started
How to Stop Fraud Installs
Andreas NaumannFraud Specialist
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda Product Manager
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
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● 45 Minutes
● Ask questions at any time
● Q&A at the end
● Recording & slides via E-mail
Housekeeping
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
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1. Intro
2. Types of Mobile Fraud
3. How to detect Fraud
4. How to interpret Fraud related data
5. How networks should deal with Ad Fraud
6. Case Study
7. Q & A
Table of Contents
Andreas NaumannFraud Specialist
14,000+Integrated
SDKs
#1
100+ Billion 800+
100+employees
2 PetabytesMonthlyTraffic
iOS Attribution SDK*
IntegratedPartners
Data PointsTracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24
Arpit Nanda Product Manager32,000+
Apps across iOS and Android
#2On Pixalate’s Seller Trust
Index in Programmatic Advertising
#15On Fast Company’s most
innovative companies 2016 List
Global Advertisers
20,000+
6+ MnApp downloads tracked
monthly
1.5+ BnUnique mobile devices
reached
The Problem
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
“With losses estimated at $7.2 billion in 2016, the value of mobile advertising is
threatened by the expanding and evolving nature of ad fraud.”
Source: http://www.cmswire.com/digital-marketing/why-we-must-fight-the-72b-mobile-ad-fraud-threat/
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
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Mobile Ad Fraud
Eats up your mobile marketing budget
Skews performance and keeps you from best channels
False data leads to wrong marketing decisions
Analyzing fraudulent traffic costs your team valuable time
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
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Click Spam
2 different types of Fraud Simulated Devices
Some AppFake Installs
KPIs
Pre-conversion data
● CTR
● CR
● Traffic Quality
Indicators○ Distinct ratios
○ Meta Data
Conversion Meta Data
● IP address
● MTTI
● On target?
Post conversion
● Retention
● Login rate
● Sessions per user
● ARPMAU/ARPDAU
● ARPPU
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Building a narrative
Combine data sources first
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Pre-Conversion Data
Conversion Meta Data
Performance Results
Post-Conversion KPIs
Fraud Prevention Suite Protection against:
● Faked devices & installs
● Click Spam / Organics
Poaching
● IAP Fraud
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
ProactivelyLookout
Provide Fraud-freeTraffic
Protect value for Advertisers
THE APPROACH
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
ProactivelyLookout
❏ Due Diligence
on supply
ONBOARDING CHECKS
ONGOING CHECKS
❏ Authenticate data
signals
❏ Block unsafe
properties
❏ Prevent malicious
activity
❏ Identify bots
and scripts
THE APPROACH
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
❏ Ability to measure beyond
the confines of a single
advertiser’s campaign
Provide Fraud-freeTraffic
❏ Act as a consistent
feedback loop to
measurement platforms
Advertisers Publishers
Ad TrackingPlatforms
Ad Networks
THE APPROACH
Insights
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
Attitude❏ Openness to being assessed
by fraud prevention tools
Action ❏ Facilitate seamless
integration with
measurement platforms
❏ Ensure viewability
❏ Audience Verification
Protect value for Advertisers
THE APPROACH
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
CA
SE S
TUD
YSCENARIOTop Asian retailer working with a number of networks including InMobi to drive user acquisition
across top markets in Southeast Asia.
KEY RISKWith various networks spending valuable advertiser dollars, the potential exposure to fraudulent
traffic was multi-fold.
THE SOLUTION
IF YOU STEP THROUGH A ROTTEN FLOOR PLANK, YOU’LL WALK CAREFULLY FOR THE REST OF THE DAY!
● Advertisers Lose budget● Conversions being there, that shouldn’t be● Engagement being attributed to unrelated campaigns● And Inefficient Optimization for engagement and RoI
● Proactively monitored various supply sources within InMobi to eliminate fraudulent
behaviour at source
● Leveraged aggregated trends across multiple campaigns to identify and fortify the fraud
prevention policies
● Worked closely with adjust to ensure transparency in preventing Fraud across various stages
in the marketing funnel
● Ensure transparency with the advertiser on all measures undertaken to prevent fraud
RESULTS
Reliable Reporting: Trust in the value delivered by InMobi and adjust because of the transparency
Cleanest Traffic Source: The best ad partner with 100% lower rejections than other ad partners
Enhanced Performance: Better results with the right optimizations based on the correct dataset
Value-add: with minimal Impact on CPIs
Ask Your Questions via the Question Module
Q&A
Andreas NaumannFraud Specialist
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda Product Manager
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nandaarpit.nanda@inmobi.com
Get in touch with us
Andreas Naumannandreas@adjust.com
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
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Further Resources on Fraud
Learn how the gaming giant saves
money by only pursuing quality traffic
adjust.com/case-studies/rovio/