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The Business End of Mobile Ad Fraud
Eric Benjamin SeufertPartner, Heracles
Who I am
Partner,Heracles
Owner,Mobile Dev Memo
Author,Freemium Economics
What is Mobile Ad Fraud?
What is Mobile Ad Fraud?Breach of Contract Deception● Terms of IO violated;● Traffic sent, but it is
not according to the terms of the contract.
● Real traffic not sent;● IO requirements
fulfilled via falsified traffic signaling.
What is Mobile Ad Fraud?Deception
● Re-brokering;● Creative manipulation;● Non adherence to device /
geography limitations;● “Click stuffing”;● Web Redirects.
Breach of Contract● Bot installs;● “Click spamming”.
How does this affect developers?
● Developers pay for traffic that doesn’t exist or isn’t what they wanted;
● Developers spend time / resources clawing back refunds.
Fraud Recognition
Fraud Recognition
Unknown Unknowns
Fraud Recognition
Unknown Unknowns
Known Unknowns
Fraud Recognition
Unknown Unknowns
Known Unknowns
Opportunity Cost
Fraud Recognition
No Solution
“Business” Solution
Technology Solution
Fraud Recognition
“Business” Solution
Technology Solution
No Solution
Pre-empting Fraud
Pre-empting Fraud● Signaling;
Pre-empting Fraud● Signaling;● IO quality stipulations;
Pre-empting Fraud● Signaling;● IO quality stipulations;● Early warning triggers.
Signaling
Signaling● Being obviously aware of ad fraud will force
networks to be more vigilant in preventing fraudulent / inappropriate traffic.
IO Quality Stipulations
IO Quality Stipulations● Setting clear quality thresholds on cohorts
and refusing to pay for traffic that doesn’t conform (eg. <25% Day One Retention, <80% download / install, etc.).
Early Warning Triggers
Early Warning Triggers● Creating an early warning system around
traffic quality and notifying networks to immediately pause campaigns.
Clawing Back Money
Clawing Back Money● Proof of fraud;
Clawing Back Money● Proof of fraud;● Agreed-upon terms;
Clawing Back Money● Proof of fraud;● Agreed-upon terms;● Persistence;
