MoEngage in association with Scalarr bring you this insight-packed webinar where our experts discussed:  Identifying and understanding types of mobile ad fraud viz. smart bots, device farms and more  Understanding and addressing Complex VTA Spoofing  Solving for attribution fraud on the organic user acquisition side  App adoption trends: Growth, Slowdown, or Relatively Unchanged  Structuring engagement approach & strategies  Vertical-wise app retention use cases

2. Scalarr is an innovative, machine learning-based anti-
fraud solution that detects all types of mobile app
install ad fraud and helps mobile advertisers stay
protected while running user acquisition campaigns.
Scalarr: Who we are and what we do
Used and trusted by the industry leaders

3. Scalarr combines experience working with fraud detection, expertise in large-scale data analysis
and visualization, and advanced software engineering know-how to deliver results.
Scalarr: Who we are and what we do
In 2019 Scalarr was honored with the Silver award
in the “Tech Start-up of the Year” category of the
International Business Awards®.

4. How many different types of ad fraud
do you know about or have identified in
your own traffic?
Classic Click Spam
Modified Click Spam
Click Injection
Bots
Smart Bots
Intelligent Device Farms
Incentive Farms
Mixed Fraud
Complex VTA Spoofing

5. Which fraud types have grown to be the
most successful for fraudsters?
- Smart bots
- Intelligent device farms
- Click spam
- Recently, we’ve seen an emerging
and dangerous trend of fraudsters
using AI-powered Click Hijacking

6. What is Complex VTA Spoofing?
Discovered in mid 2019, Complex VTA
Spoofing fakes tracking links to spoof
clicks as impressions.

7. How to combat attribution fraud on the
organic user acquisition side?
Marketers face up to $16.1 billion in
losses for 2020, based on our
estimates.
Key tools to combat attribution fraud:
- The use of smart technologies
like Machine Learning.
- The standardization of protocols
to attribute installs for all sources.
- Transparency.

8. MoEngage is an intelligent customer engagement
platform that enables customer-obsessed brands
deliver hyper-personalized customer experiences at
scale.
Trusted by the World’s Most Innovative Brands

9. The Impact Quadrant divides industry
verticals in specific geographies into 4
major categories:
● Explosion: Huge demand in new
user downloads and active users
● Growth: Rise in active users but not
considerable rise in downloads
● Slowdown: Steep decline in both
active users and new app downloads
● Emergence: Shown promise with
getting new users downloads but not
active users
COVID-19 Impact Quadrant

10. What’s your App
Adoption Trend?

11. Engagement frameworks to grow in a post-crisis world

12. SUCCESS
STORY
7Mind, recorded a massive uptick in user activity, installs,
retention, session duration and LTV parameters
7Mind quickly rolled out dedicated crisis content to help
users unwind, relieve stress and deal with anxiety. This
content is free and accessible to anyone at the time of
downloading the app.
7Mind unlocked a meditation course, “Kids & School”,
available solely for members of 7Mind Plus to help kids and
teenagers unwind. Single meditation sessions are also
available for kids to help them fall asleep.
To engage community users, 7Mind is conducting daily live
meditation sessions across all social media channels (one of
them being their active Facebook group), helping users
meditate and relax together.
Adoption of a holistic
approach to user
acquisition, engagement
and CRM.

14. Questions?