These are the slides of a joint webinar between adjust and InMobi on fighting mobile fraud. Learn how to safeguard your mobile campaigns: whether you’re using detection methods or fraud prevention software. Having a strong concept of what patterns across which KPIs give insights into the quality of performance campaigns is paramount. You will learn: - What the most common fraud schemes are, and how to detect them - How campaigns can quickly be evaluated for traffic quality - How are adjust and InMobi tackling UA fraud to offer true protection

1. A Guide on How To Get Started
How to Stop Fraud Installs
Andreas Naumann
Fraud Specialist
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda
Product Manager

2. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
● 45 Minutes
● Ask questions at any time
● Q&A at the end
● Recording & slides via E-mail
Housekeeping

3. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
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

4. Andreas Naumann
Fraud Specialist
14,000+
Integrated
SDKs
#1
100+ Billion 800+
100+
employees
2 Petabytes
Monthly
Traffic
iOS
Attribution SDK*
Integrated
Partners
Data Points
Tracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24

5. Arpit Nanda
Product Manager
32,000+
Apps across iOS and
Android
#2
On Pixalate’s Seller Trust
Index in Programmatic
Advertising
#15
On Fast Company’s most
innovative companies 2016
List
Global Advertisers
20,000+
6+ Mn
App downloads tracked
monthly
1.5+ Bn
Unique mobile devices
reached

6. 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/

7. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
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

8. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
Click Spam
2 different types of Fraud
Simulated Devices
Some App
Fake Installs

9. 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

10. 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

11. 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

12. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
Proactively
Lookout
Provide Fraud-free
Traffic
Protect value for
Advertisers
THE APPROACH

13. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with Ad Fraud
Proactively
Lookout
❏ Due Diligence
on supply
ONBOARDING CHECKS
ONGOING CHECKS
❏ Authenticate data
signals
❏ Block unsafe
properties
❏ Prevent malicious
activity
❏ Identify bots
and scripts
THE APPROACH

14. 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-free
Traffic
❏ Act as a consistent
feedback loop to
measurement platforms
Advertisers Publishers
Ad Tracking
Platforms
Ad Networks
THE APPROACH
Insights

15. 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

16. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
CASESTUDY
SCENARIO
Top Asian retailer working with a number of networks including InMobi to drive user acquisition
across top markets in Southeast Asia.
KEY RISK
With 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

17. Ask Your Questions via the Question Module
Q&A
Andreas Naumann
Fraud Specialist
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda
Product Manager

18. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda
arpit.nanda@inmobi.com
Get in touch with us
Andreas Naumann
andreas@adjust.com

19. Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
Further Resources on Fraud
Learn how the gaming giant saves
money by only pursuing quality traffic
adjust.com/case-studies/rovio/