“The online fraud game is literally a cat-and-mouse game,” says University of Colorado’s Kaskavitch. “Many solutions do not take into account high-frequency click spam and are just looking at the so-called CTIT (click to install time distribution), which results in sub-par traffic analysis and fraud detection.”įor stopgap protective measures, advertisers should require… “The mathematical models needed to properly protect against all different forms of click spam is one of the most research-intensive topics for us, and we spend a great deal of resources on it. “When it comes to protection against click spam it gets a little harder,” says Naumann. “Those times are called ‘install begin’ and ‘install finish.’ Removing attribution to engagements that came in after the ‘install begin’ but before the opening of the app is the easiest way to combat this type of fraud.”Ĭlick spam happens when a fraudster executes clicks for users who haven't made them. “To combat this, we collaborated with Google on a recently released new API, that allows (marketers) to request the timestamps of when the user clicked the install button and when the app was finally installed, but not yet opened on the device. “This method worked by creating fake clicks during the download of an app, claiming attribution with an impossible to beat ‘last click’ timestamp. “Click injection fraud on Android is at the moment the easiest type of fraud to protect against,” says Naumann. This fight against ad fraud takes on an accomplished army of invisible enemies.Ĭlick injection and high-frequency click spam are two of the most formidable. “The goal,” says Naumann, “is to massively improve the transparency and measurement quality in order to give advertisers a leg up in the fight against fraud.” Next, opening CAAF to advertisers and third parties. The group’s first step was to create what it refers to as “a standardization document.” “All members share the same objective: disincentivizing ad fraud together.” We are working closely together to develop new solutions that further tackle the persistent issue of fraudulent traffic. “A growing list of platform leaders has pledged to tackle mobile ad fraud head-on. One of the organizations attempting to drive this ongoing conversation is The Coalition Against Ad Fraud.Īndreas Naumann, head of fraud at Adjust, a mobile technology firm headquartered in Berlin, is helping to lead the coalition.
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