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Your Ticket to Mobile Growth: How to Safeguard Ad Spend when Running Marketing at Scale


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Fraud in the performance sector truly is a game of cat and mouse. In extreme cases, campaigns can consist of up to 90% of fake traffic—thus wasting ad budgets completely. At Online Marketing Rockstars Hamburg 2018, Adjust's CTO and co-founder Paul H. Müller discussed in which sectors fraud is a major nuisance, how to recognize such traffic and how to protect yourself from it.

Published in: Mobile
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Your Ticket to Mobile Growth: How to Safeguard Ad Spend when Running Marketing at Scale

  1. 1. The Mobile Measurement Company BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI
  2. 2. The Mobile Measurement Company 2 25,000+ Apps 1,000+ Partners User level data Ad interactions Attribution Analytics Engagement Fraud Prevention We enable you to measure, analyse and protect all of your marketing data in one unified platform
  3. 3. The Mobile Measurement Company 3 Of the $17bn total global performance ad spend, Adjust optimizes more than $7bn for marketers around the world.
  4. 4. The Mobile Measurement Company Mobile Ad Fraud Demystifying 4 * WARNING * * FRAUD DETECTED *
  5. 5. The Mobile Measurement Company 5 500,000+ daily rejected attributions
  6. 6. The Mobile Measurement Company 6 ‣ Click Spamming ‣ Views as Clicks ‣ High Frequency/Programmatic ‣ Click Injection ‣ Referrer Broadcast ‣ Content Provider “Fake Users” “Stolen Attribution” Types of fraud ‣ Cloud based Simulators ‣ Device Farms ‣ SDK Spoofing
  7. 7. The Mobile Measurement Company The evil of fraud is more than just a lost budget ‣ Organic user activity is poached ‣ Distorted view of campaign performance ‣ No ability to benchmark performance ‣ Lost budgets 7 It also leads to poor decision making
  8. 8. The Mobile Measurement Company Fraud Prevention
 vs Fraud Detection 8
  9. 9. The Mobile Measurement Company The latest innovations in 
 mobile performance ad fraud 9
  10. 10. The Mobile Measurement Company 10 Up to 90% of installs on any given campaign are at risk Spoofed Installs
  11. 11. 11 Click injection A new and more sophisticated form of click-spamming on Android
  12. 12. The Mobile Measurement Company 12 What should you be asking Is it prevention or detection? Do you send callbacks/postbacks for fraudulent activity? Do you rely on blacklisting? Are you securing SDK traffic with signatures? Are you leveraging Google’s new referrer API?
  13. 13. The Mobile Measurement Company Moscow BerlinLondon Paris New York San Francisco São Paulo Istanbul Beijing Seoul Tokyo Shanghai 13 Paul H. Müller ADJUST HQ
 Saarbrücker Str. 37A
 10405 Berlin