• Dmitry Zotov
• Founder/CEO at Affise
• Know how-to in Affiliate Marketing since
2006
• Tech guy who loves cats and Dark Side =)
2
ABOUT MYSELF
• Problem definition
• Fraud types in mobile CPA
• Fraud metrics in your application
• Fraud protection solutions
3
WHAT’S THE PLAN
WHY?
• $4.2 billion is lost due to ”non-human traffic”
• $1.1 billion is lost due to “malvertising-related activities”
• $2.4 billion is lost due to “infringed content”
FRAUD IS A HUGE PROBLEM IN INTERNET MARKETING
ByIABreporthttp://www.iab.com/wp-content/uploads/2015/11/IAB_EY_Report.pdf
4
Study: 40% of mobile clicks are accidental or fraudulent.
WHAT ABOUT MOBILE?
ByTrademob.com report
5
6
BOTS LIKE HUMANS
Except they are not
• Any GEO
• Any device, OS, browser
• In-app events, purchases
• Unique IPs
anything...
• Install farms
• Install Bots and emulators
• Incentivizing non-incent traffic
• Proxy and emulators
• Mobile device hijacking
HOW YOU GET FRAUD ON MOBILE?
7
INSTALL FARMS
8
• Can fake anything:
• Retention Rate
• Registrations
• In-app behavior
• In-app purchase
etc.
• Very effective
INSTALL BOTS AND EMULATORS
9
• Bluestacks
• Andywin
• Genymotion
Main Android emulators:
To 80% of all emulation installs
10
INSTALL BOTS AND EMULATORS
For IOS devices:
• No major emulators
• Hardware and software manipulations
11
INCENTIVIZING NON-INCENT TRAFFIC
Incentivizing traffic can be mixed:
• Good quality traffic
• Low conversion traffic
Even some TOP affiliates are using Incent traffic as mix
12
PROXY AND EMULATORS
Can be divided by:
• Public (easy to detect)
• Botnets proxy (hard to find and detect)
Faking your IP, ISP, UA, Device Type/IDCan do unlimited app installs from one emulator setup
13
MOBILE DEVICE HIJACKING
• Can work as proxy
• Clicks on hidden AD
• Installs an applications in background
• Spreads a viruses
“We are doing it for several month,
have 16 employees and it’s already a
$100 000/month business.”
14
WHAT FRAUDERS SAY
15
THE INTERESTING THINGS
• Some networks are unofficially work with fraud platforms or
doing fraud by themselves.
• Some affiliates works with Forex and Binary Option offers for
many moths despite the RR and in-app metrics and STILL
doing it.
16
WHAT ADVERTISERS SAY
“We asked a trusted network to find guys who can send fraud
installs to check them with our in-app statistics. After that we
couldn’t recognize fraud from normal installs”
17
HOW TO PROTECT
• Trusted networks ONLY
• Affiliates control
• Analyze affiliates separately not by whole network
• Another type of cooperation (CPA, RevShare)
• More in-app metrics
• Modern platforms for traffic analysis
• Fraud protection platforms
FORENSIQ, a leading ad fraud detection and prevention company. Best-In-Class for Fraud Detection.
19
AFFISE HAS A FORENSIQ MODULE
ByPRNewswire.com
20
HOW IT WORKS?
Attribution trackers CPI Network on AFFISE Platform
Traffic dataConversion data
ScoringFraud report
Less than 100ms.
• Be technology advanced
• In metrics we trust
• Hire managers who digging deeply
• Use fraud protection platforms
22
CONCLUSION
23
THANK YOU!
Dmitry Zotov
Email: [email protected]
Skype: dz_affise
Facebook: DmZotov
+7-903-039-68-73
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