Mobile attribution and marketing analytics firm, AppsFlyer, has rolled out a new solution that helps advertisers ward off ad fraud. The new Protect360 solution found that Device ID reset fraud was a much bigger problem than previously thought during beta testing. It is estimated to cost advertisers between $1.1 to $1.3 billion this year and is responsible for over 50% of app install advertising fraud.
Device ID reset fraud is executed by click farms which tend to be run on a larger scale and hide their activities fairly well. For example, mobile device IDs are continuously reset so that devices appear as new when installing apps.
That’s where Protect360 comes in with a multi-layer of antifraud technologies and tools for real-time protection that can block fraudulent installs and also highlight suspicious behaviour or other anomalies. It further shields users from other types of app install fraud such as hijacking and click flooding. Advertisers get a detailed fraud report to highlight any fraud that was blocked.
Oren Kaniel, CEO of AppsFlyer, says:
“Only a company like AppsFlyer that couples big data and machine learning to detect anomalies across 98 percent of active mobile devices today could uncover the extent of a scheme like DeviceID Reset Fraud. Protect360 is a turning point and the latest such innovation that actively ensures integrated networks can go one step further when it comes to protecting our clients, building on the intelligence services like our DeviceRank database offer to the ecosystem.”
According to the latest findings from Protect360, Device ID reset fraud results in one in ten app install ads being fraudulent. There is no big difference between Android or iOS devices. Further, out of 100 of the top ad networks, 16 were compromised with over 20% of their app installs coming from device ID reset fraud.
Protect360 integrates with the AppsFlyer Live Alerts, Validation Rules and also its IO builder. Kaniel adds:
“AppsFlyer protects its clients in two important ways: via data-driven machine learning and continuous regulation of AppsFlyer’s ecosystem of network partners. Given our significant market share, we have access to huge amounts of data that allows us to constantly train our fraud detection algorithms and block more, faster. Thanks to Protect360, networks and publishers are extremely careful when it comes to our clients’ traffic.”