A whopping 63% of digital marketers are not making full use of fraud prevention technologies as part of their mobile advertising systems. That’s according to new research from marketing analytics solutions provider Singular and The Singular Fraud Index, which examines the most active fraud prevention techniques of the mobile industry.
The study also found that almost 70% of total fraud that is prevented every month is attempted via attribution manipulation or fraudsters trying to steal credit for installs from organic and non-organic sources.
Singular CEO and founder Gadi Eliashiv said:
“Fraud is still a major problem for mobile marketers — and part of the blame lies with the analytics industry. Third-party analytics providers treat fraud prevention as a luxury, offering it to marketers as a ‘premium’ add-on rather than a free feature embedded in the platform. Equally problematic is the complexity of existing fraud offerings – for instance, attribution platforms that place the burden on marketers to run their own statistical analysis to detect fraud.”
In addition, there are currently no prevention methods that can truly block a majority of fraud types. Instead, advertisers are left to install a range of methods. IP Blacklisting (18.6%) and Time To Install (TTI) Anomalies (36.1%) tend to be the most important first lines of defense against fraud attacks.
Fraud is also becoming more sophisticated and hence certain prevention strategies have proven to be ineffective over time.
With the release of the report, Singular also launched the latest version of its Fraud Prevention Suite which now includes heuristics, fraud analytical tools and a new adaptive rules engine.
“Amid all the noise in the analytics ecosystem that data science, machine learning and performance optimization can defeat fraud, the mobile industry still suffers from persistently high fraud costs each year as the majority of marketers fail to implement active fraud prevention in their mobile marketing systems.”