Here is the presentation that AppLift held a Work Lab together with Smaato on mobile fraud detection and preventions at dmexco 2015. During this presentation, Tim Koschella, AppLift CEO and Ragnar Kruse, Smaato CEO, went through the most common types of mobile fraud and then explore ways to fight them, both on the advertiser and publisher sides.

1. WorkLab @dmexco 2015
September 16, 2015
Tim Koschella Ragnar Kruse
CEO/Co-Founder, AppLift CEO, Smaato
Real-Time Fraud Prevention:
Why a Clean, High-Quality Mobile AdTech Ecosystem
Ensures Its Long-Term Success

2. 2
Scope & Impact of Digital Fraud Today
Over $1 Billion will be
lost in Mobile Ad Fraud
Fraud will cost advertisers
$6.3 Billion in 2015*
13% of mobile
advertisers’ budget
will be lost to ad
fraud
Most fraud operators are
outside of the US**
*Source: White Ops / ANA estimate global BOT fraud
**Source: Integral Ad Science analysis
Ad inventory quality comprises 3 factors:
1. Level of Fraud
2. Brand Safety: Avoiding poor media
placements E.g. Next to unsavory
content
3. Viewability: Rate and cost of delivering
in view impressions
Brand safety standards are
relative and client specific
Fraud
Ad Inventory
Quality
China
India
Indonesia
$1B
13%
$6.3B
63% of digital ads
will be bought
programmatically
63%
3
factors
brand
safety

3. 3
Devices or software that generates fake ad
impressions or serves hidden ads. Bots can do
almost anything that a human can: they can click
on links, generate traffic, and even be segmented
and targeted to attack smaller user groups.
When a person, an automated script or a computer
program imitates a user clicking on an ad, for the
purpose of generating a charge per click.
Bots
Click Fraud
Intrusive malware or malicious
software that helps its nefarious
owners to access personal data, to
perform actions without users’
interference and thereby violates
users’ privacy.
Malwertising
Common Fraud Tactics

4. 4
When fraudsters stack layers of ads on top
of each other in the same ad space but
only make the top ad visible, while the
others count for hidden impressions.
Ad Stacking
Occurs when a page loads and the viewer is
automatically redirected to another URL or to
the app store. This immediately disrupts the
user experience.
Auto-redirects
When the actual domain name is hidden from the URL in
favor of another name to make exchanges think they’re
selling inventory from premium publishers, when it in fact
provides only junk.
Domain Spoofing/Masking
Common Fraud Tactics

5. 5
Traffic Quality
Choosing the right partner with a brand-safe and fraud-free marketplace
Clean Traffic
The right partner should:
• Check traffic quality at various
stages of the adspace lifecycle
to ensure both traffic—and
content—is legitimate.
• Review every new partner on
within the first 24 hours of
registration.
• Raise the bar on traffic quality
standards to encourage
demand partners to honor
publishers and their mobile
inventory.
Fraud Protection
The right partner should:
• Set up internal account
verification process
to ensure genuine users in the
network.
• Have a team of
experts dedicated to and
passionate about fighting
fraud.
• Actively manage blacklists
Technology
The right partner should:
• Detect fraudulent behavior
patterns including real-time
scanning services.
• Rely on up-to-date
technology to stay one step
ahead of deceptive and non-
human traffic on the market.
• Analyze data to assure
the best protection against
fraudulent traffic.

6. 6
Ad Quality
Choosing the right partner to protect you from Ad Violations
24/7 REAL-TIME SCANNING
…have an Ad Quality team that scans and
controls the traffic 24/7, covering all time
zones.
SDK AUTO-BLOCKING TOOL
…develop an SDK that acts as an
automatic blocking tool for pop-ups and
autoredirects.
RESEARCH
…do research on methods to enhance demand
partner quality
TECHNOLOGY
…utilize internal technology & expertise
ensure a safe environment for publishers.
CONTENT POLICY
…align their content policy with the IAB and
AAAA category guidelines, and block any
demand partner not in compliance.
The right partner should:

7. 7
Tips for Fraud Prevention
Avoid easy to fake
campaign goals
Work with inventory
partners to remove fraud
from their own supply
sources
Frequently update
blacklisted domains and
IP addresses
Partner with the top
technologies to monitor and
block fraudulent ad traffic
Avoid running on unfiltered open
exchanges
Refuse to pay for
fraudulent impressions

8. 8
New York City, NY Hamburg, Germany Singapore, SGSan Francisco, CA
+117% YoY Growth
90,000+ Publishers & App Developers
390+ Ad Networks & DSPs
91 of Top 100 Ad Age Advertisers
600+Million Mobile Users/Month
180+ Billion Impressions/Month
Founded 2005
RTB Ad Exchange & SSP
$42 Million in Venture Capital Raised
Funded by Aeris Capital, EDBI, SPH
200 Employees, 30 Languages
50 Product & Engineering
Company Overview
The Global Real-Time Advertising Platform for Mobile Publishers & App Developers

9. 9
Q&A
Questions?
?
?

10. Copyright © 2015 Smaato Inc. All Rights Reserved Smaato® is a registered trademark of Smaato Inc. | The names of actual companies and products mentioned here may be the trademarks of their respective owners.
About Smaato
Smaato is the leading global mobile RTB ad exchange (SMX) helping mobile app developers and publishers increase ad revenues worldwide. As an industry pioneer and leader, Smaato
operates the leading mobile RTB ad exchange and Supply Side Platform across 80,000+ mobile app developers and mobile publishers. On the demand side, Smaato globally connects 390+
Demand Partners (150+ Ad Networks and 240+ Demand Side Platforms and Trading Desks) and manages up to 6 billion ads per day across over 500 million mobile users per month.
Smaato’s global headquarters are in San Francisco, California. The privately held company was founded in 2005 by an experienced international management team. Smaato's European office
is in Hamburg, Germany. The APAC office is in Singapore. Learn more at www.smaato.com.
New York City, NY
Tel: +1 (646) 807-4596
americas@smaato.com
Hamburg, Germany
T: +49 (40) 3480 9490
emea@smaato.com
Singapore, SG
T: +65 3157 1444
apac@smaato.com
San Francisco, CA
T: +1 (650) 286-1198
americas@smaato.com
About AppLift
AppLift is a data-driven technology company that empowers mobile app advertisers to acquire and re-engage quality users at scale on a performance basis. AppLift’s programmatic media
buying platform DataLift provides access to all automated supply sources in the market, reaching over a billion users. The technology leverages first- and third-party data to optimize media
buys across all stages of the conversion funnel and, through its proprietary LTV optimization technology, enables ROI-maximized user acquisition. AppLift is trusted by 500+ leading global
advertisers across all verticals, such as King, Zynga, OLX, Glu Mobile, Myntra, Paltalk, Nexon, and Tap4Fun.
Thank you.
CEO/Co-Founder, AppLift
Tim Koschella
CEO, Smaato
Ragnar Kruse