Forex Club M Summit 2016. Mobile CPI Fraud. Types, metrics, how to protect your CPI campaigns from fraud.

1. MOBILE CPI FRAUD
Dmitry Zotov
2016

2. • Dmitry Zotov
• Founder/CEO at Affise
• Know how-to in Affiliate Marketing since
2006
• Tech guy who loves cats and Dark Side =)
2
ABOUT MYSELF

3. • Problem definition
• Fraud types in mobile CPA
• Fraud metrics in your application
• Fraud protection solutions
3
WHAT’S THE PLAN

4. WHY?
• $4.2 billion is lost due to ”non-human traffic”
• $1.1 billion is lost due to “malvertising-related activities”
• $2.4 billion is lost due to “infringed content”
FRAUD IS A HUGE PROBLEM IN INTERNET MARKETING
By IAB report http://www.iab.com/wp-content/uploads/2015/11/IAB_EY_Report.pdf
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5. Study: 40%
of mobile clicks are accidental or fraudulent.
WHAT ABOUT MOBILE?
By Trademob.com report
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6. 6
BOTS LIKE HUMANS
Except they are not
• Any GEO
• Any device, OS, browser
• In-app events, purchases
• Unique IPs
anything...

7. • Install farms
• Install Bots and emulators
• Incentivizing non-incent traffic
• Proxy and emulators
• Mobile device hijacking
HOW YOU GET FRAUD ON MOBILE?
7

8. INSTALL FARMS
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• Can fake anything:
• Retention Rate
• Registrations
• In-app behavior
• In-app purchase
etc.
• Very effective

9. INSTALL BOTS AND EMULATORS
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• Bluestacks
• Andywin
• Genymotion
Main Android emulators:
To 80% of all emulation installs

10. 10
INSTALL BOTS AND EMULATORS
For IOS devices:
• No major emulators
• Hardware and software manipulations

11. 11
INCENTIVIZING NON-INCENT TRAFFIC
Incentivizing traffic can be mixed:
• Good quality traffic
• Low conversion traffic
Even some TOP affiliates are using Incent traffic as mix

12. 12
PROXY AND EMULATORS
Can be divided by:
• Public (easy to detect)
• Botnets proxy (hard to find and detect)
Faking your IP, ISP, UA, Device Type/ID
Can do unlimited app installs from one emulator setup

13. 13
MOBILE DEVICE HIJACKING
• Can work as proxy
• Clicks on hidden AD
• Installs an applications in background
• Spreads a viruses

14. “We are doing it for several month,
have 16 employees and it’s already a
$100 000/month business.”
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WHAT FRAUDERS SAY

15. 15
THE INTERESTING THINGS
• Some networks are unofficially work with fraud platforms or
doing fraud by themselves.
• Some affiliates works with Forex and Binary Option offers for
many moths despite the RR and in-app metrics and STILL
doing it.

16. 16
WHAT ADVERTISERS SAY
“We asked a trusted network to find guys who can send fraud
installs to check them with our in-app statistics. After that we
couldn’t recognize fraud from normal installs”

17. 17
HOW TO PROTECT
• Trusted networks ONLY
• Affiliates control
• Analyze affiliates separately not by whole network
• Another type of cooperation (CPA, RevShare)
• More in-app metrics
• Modern platforms for traffic analysis
• Fraud protection platforms

18. 18
FRAUD PROTECTION PLATFORMS
Click Fraud
Impression
Web site
session
Conversion

19. FORENSIQ, a leading ad fraud
detection and prevention company.
Best-In-Class for Fraud Detection.
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AFFISE HAS A FORENSIQ MODULE
By PRNewswire.com

20. 20
HOW IT WORKS?
Attribution trackers CPI Network on AFFISE
Platform
Traffic data
Conversion data
Scoring
Fraud report
Less than 100ms.

21. 21
CONVERSION FRAUD REPORT
Analyze every conversion in your network

22. • Be technology advanced
• In metrics we trust
• Hire managers who digging deeply
• Use fraud protection platforms
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CONCLUSION

23. 23
THANK YOU!
Dmitry Zotov
Email: dz@affise.com
Skype: dz_affise
Facebook: DmZotov
+7-903-039-68-73