Dating, banking and shopping apps most affected by ad fraud

Anne Freier

In Mobile Advertising. May 14, 2019

Advertising fraud continues to be a major issues for many mobile marketers with eCommerce, dating and banking apps targeted more seriously, according to a new report from mobile measurement and fraud prevention company Adjust.

In 2018, the company rejected around 300 million fraudulent installs with click injection accounting for nearly half (48%), followed by click spam (26%), SDK spoofing (17%) and fake installs (9%).

“Ad fraud continues to be a black mark on the mobile industry the world over. While dating, banking and shopping apps are most affected, that’s not entirely surprising,” said Paul H. Müller, Co-founder and CTO at Adjust. “These apps have among some of the highest CPAs (Cost per Actions). It’s worth bearing in mind that fraudsters don’t discriminate by vertical, they just simply follow where the money is – and the larger the cost, the bigger the motivation for fraudsters to go after the app.”

The latest Global App Trends report also reveals that Indonesia was the fastest growing country for app marketers in 2018, followed by Brazil, Korea, Malaysia and Turkey.

Mid-core games saw some of the largest increases in traffic last year, whilst ride-sharing and taxi apps as well as sports games app also saw noticeable gains. Video apps ranked in fourth place, followed by dating apps.

Interestingly, the report sheds light on app retention with apps losing around 69% of their users between Day 0 and Day 1. In the first week, overall retention decreases 21%. That means, apps are losing roughly 79% of their users during the first week post install.

News and comic apps were found to have the highest retention rates after one week, with each having 2.2 sessions a day. Certain gaming apps also retain users better than others. Meanwhile, sports apps lose 18% and mid-core games lose 14% of users.