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Mechanisms that defend advertisers against app install fraudBy CIOAdvisor Apac | Tuesday, December 18, 2018
Marketers are in the concerns about the increasing mobile ad fraud problem. Its essential for the marketers to stay steps ahead of the fraudsters. Once fraud occurs its cost effective for the marketers to aid the breach.
Marketers should combat fraud by making a multi-step plan of action to prevent it before it happens. Advertisers should be proactive and aware of how the steps work independently and jointly, even with the built-in fraud mechanisms. One of the sources of mobile fraud is app install fraud, which is DeviceID reset fraud. Mobile devices have their own DeviceID, which fraudsters reset between each install. It generates new clicks and in turn unique installs. International clock farms are the sources of the frauds in many cases. Its impossible for the marketers to avoid the frauds completely but a proper plan of action can mitigate the harmful effects. Following are the three layers of protection that marketers employ to combat the increasing threat of app install fraud:
Exchanges: Exchange is the first layer of protection that has a built-in defense to ensure supply quality. Working with exchanges supports a level of fraud protection itself because they have their prevention mechanisms. Exchanges can monitor and react to fraud in real-time. They are able to take action through a wide variety of tactics that include peoples’ reviews, automatic filters, and machine learning. Some exchanges credit money to the advertisers. If they find something wrong. Some leading exchanges outline their document and leverage internal processes, product checks, and strong partnerships.
Bot detection and DSPs: Fraudsters have to pass a bot detection layer if they get through the exchange’s initial fraud detection mechanisms. Here come DSPs (demand side platforms) which block data center IPs and look for device ID anomalies. DSPs help advertisers in fighting the problem by spotting anomalies.
Interactive Ads: Interactive ads aid advertisers with built-in fraud counteraction mechanisms. Fraudsters want to optimize their rate of return to target ads that are shorter and pattern-based instead of the variant interactive ads. Interactive ads help advertisers to see if the actions seem like human or bot engagement.
The entire advertising industry should promote tools that work and hold tech platforms accountable, which don’t prevent fraud sufficiently. Competitors and partners in this industry should together work to extinguish criminal practices, which weaken the industry.