A Guide on How To Get Started
How to Stop Fraud Installs
Andreas Naumann
Fraud Specialist
Protect your mobile marketing RO...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
● 45 Minutes
● Ask que...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
1. Intro
2. Types of M...
Andreas Naumann
Fraud Specialist
14,000+
Integrated
SDKs
#1
100+ Billion 800+
100+
employees
2 Petabytes
Monthly
Traffic
i...
Arpit Nanda
Product Manager
32,000+
Apps across iOS and
Android
#2
On Pixalate’s Seller Trust
Index in Programmatic
Advert...
The Problem
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
“With losses estim...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
Mobile Ad Fraud
Eats u...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
Click Spam
2 different...
KPIs
Pre-conversion data
● CTR
● CR
● Traffic Quality
Indicators
○ Distinct ratios
○ Meta Data
Conversion Meta Data
● IP a...
Building a
narrative
Combine data sources first
Protect your mobile marketing ROI - How to detect and prevent the most com...
Fraud Prevention Suite Protection against:
● Faked devices & installs
● Click Spam / Organics
Poaching
● IAP Fraud
Protect...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with ...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with ...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with ...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
How networks should deal with ...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
CASESTUDY
SCENARIO
Top Asian r...
Ask Your Questions via the Question Module
Q&A
Andreas Naumann
Fraud Specialist
Protect your mobile marketing ROI - How to...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Arpit Nanda
arpit.nanda@inmobi...
Protect your mobile marketing ROI - How to detect and prevent the most common fraud schemes
Crea
te
Further Resources on F...
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How to Stop Fraud App Installs in Your User Acquisition Campaigns

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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

Veröffentlicht in: Mobil
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How to Stop Fraud App Installs in Your User Acquisition Campaigns

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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/

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