We recently hosted a webinar on “Breaking Down Fraud Perceptions” with a stellar lineup of speakers from Kochava, Shutterfly and N3TWORK to discuss the impact of ad fraud on the mobile advertising ecosystem. Given the recent surge of interest and speculation into this topic, taking a step back to shine a spotlight on the various tactics and metrics being evaluated becomes more and more necessary.
Some of the biggest topics that we discussed was how fraud types have changed from a more install volume focused approach to an ROI focused approach and how misattribution increases with fraudulent activity. We also conducted an an analysis of the past 90 days to show similarities but also some significant differences on where fraud is originating from. On a deeper level, we explored how fraud is prevalent in different types of traffic and how adequate checkpoints at a pre-install, install and post-install level can help mitigate the risks associated with ad fraud.
Final say from the experts:
Charles Manning (CEO, Kochava): “Pros use pro tools”
Nebojsa Radovic (Director of Performance Marketing, N3TWORK): Whenever there is a conversion event, there is an opportunity for fraud as well. Whether it’s an impression, a click or an event deeper down the funnel (level or tutorial complete) it doesn’t really matter as long as it can be faked either using manual (click farms) or technological (bot traffic) means. Thus it’s quite important to understand where the traffic is coming from and how different types of campaigns perform both on front and back end, define baselines and look for any kind of anomalies to avoid paying for fraud.
Raquel Alexander (Director of Mobile Strategy, Shutterfly): Networks and demand platforms should be responsible for ensuring the quality of the product they are delivering - meaning, fraud-free advertising. However, we’re all “stronger together” if you will. And with all of this being so new, it’s important to closely partner - advertisers might have more or better tools to flag fraud, but networks need to take action and hold themselves accountable as well. Collectively, it would be great to start a shared list of black listed IP addresses and sub-sites.
Clément Névoret (Director of Business Operations, AppLift): Align tracking methods across inventory sources (post-view, post-click), attribution windows and define some rules - even if not fully accurate - that will define what is considered fraud and what is not. Attribution companies I believe need to play further this neutral “referee” role they have had so far to decide beyond what is an install what is not, also what is a legit install what is not.
Thank you to everyone who tuned in! If you couldn’t join us, we’ve got you covered with a recap of all that we discussed. Here is the recording and the presentation deck from the webinar.