APPSFLYER
INTRODUCES PROTECT360 FOR ENTERPRISE-GRADE FRAUD PROTECTION
INTRODUCES PROTECT360 FOR ENTERPRISE-GRADE FRAUD PROTECTION
Discovers
massive scale of emerging type of mobile advertising fraud
massive scale of emerging type of mobile advertising fraud
Singapore — September 20, 2017 — AppsFlyer, the global leader in mobile attribution and marketing
analytics, today introduced the general availability of a holistic, integrated
solution — Protect360 — that immunizes advertisers against the cost and loss
of mobile install fraud. In beta testing with select clients, Protect360
revealed DeviceID Reset Fraud was more widespread than previously known,
costing advertisers an estimated $1.1-$1.3 billion in the last year while
accounting for more than 50 percent of all app install fraud.
analytics, today introduced the general availability of a holistic, integrated
solution — Protect360 — that immunizes advertisers against the cost and loss
of mobile install fraud. In beta testing with select clients, Protect360
revealed DeviceID Reset Fraud was more widespread than previously known,
costing advertisers an estimated $1.1-$1.3 billion in the last year while
accounting for more than 50 percent of all app install fraud.
“Only a company
like AppsFlyer that couples big data and machine learning to detect anomalies
across 98 percent of active mobile devices today could uncover the extent of a
scheme like Device ID Reset Fraud,” said Oren Kaniel, CEO of AppsFlyer.
“Protect360 is a turning point and the latest such innovation that actively
ensures integrated networks can go one step further when it comes to protecting
our clients, building on the intelligence services like our DeviceRank database
offer to the ecosystem.”
like AppsFlyer that couples big data and machine learning to detect anomalies
across 98 percent of active mobile devices today could uncover the extent of a
scheme like Device ID Reset Fraud,” said Oren Kaniel, CEO of AppsFlyer.
“Protect360 is a turning point and the latest such innovation that actively
ensures integrated networks can go one step further when it comes to protecting
our clients, building on the intelligence services like our DeviceRank database
offer to the ecosystem.”
Newly-discovered
DeviceID Reset Fraud reflects how the continued growth of mobile marketing
spend is attracting criminal interest. It is perpetrated by device farms, which
might also be known as phone farms or click farms, and are often well-organized
operations that contain thousands of mobile devices conducting ad fraud and
other nefarious activities. While masking fraud at this scale isn’t simple,
device farms use a number of techniques to hide their activity, such as by
continually resetting the IDs of each mobile device. This makes each phone in a
device farm appear “new” even after thousands of repeated app
installs, generating a tremendous amount of fraud and resulting in billions of
dollars in economic losses annually.
DeviceID Reset Fraud reflects how the continued growth of mobile marketing
spend is attracting criminal interest. It is perpetrated by device farms, which
might also be known as phone farms or click farms, and are often well-organized
operations that contain thousands of mobile devices conducting ad fraud and
other nefarious activities. While masking fraud at this scale isn’t simple,
device farms use a number of techniques to hide their activity, such as by
continually resetting the IDs of each mobile device. This makes each phone in a
device farm appear “new” even after thousands of repeated app
installs, generating a tremendous amount of fraud and resulting in billions of
dollars in economic losses annually.
Protect360 uses
multiple layers of antifraud technologies and tools for near real-time
protection that block fraudulent installs and flags evolving suspicious
behaviors and anomalous activities. In addition to preventing DeviceID Reset
Fraud at the SiteID level and recognizing fraudulent devices, it also shields
users from other types of app install fraud, including, but not limited to,
install hijacking, click flooding, and man-in-the middle attacks. Real-time
postbacks keep network partners in the loop, minimizing the need for
reconciliation negotiations between advertisers and publishers while helping
them clean up any fraud issues in their inventory. Detailed fraud savings
reporting helps marketers determine when and where fraud has been blocked, so
they can take proactive measures with network partners as needed.
multiple layers of antifraud technologies and tools for near real-time
protection that block fraudulent installs and flags evolving suspicious
behaviors and anomalous activities. In addition to preventing DeviceID Reset
Fraud at the SiteID level and recognizing fraudulent devices, it also shields
users from other types of app install fraud, including, but not limited to,
install hijacking, click flooding, and man-in-the middle attacks. Real-time
postbacks keep network partners in the loop, minimizing the need for
reconciliation negotiations between advertisers and publishers while helping
them clean up any fraud issues in their inventory. Detailed fraud savings
reporting helps marketers determine when and where fraud has been blocked, so
they can take proactive measures with network partners as needed.
According to the
findings from Protect360, DeviceID Reset Fraud:
findings from Protect360, DeviceID Reset Fraud:
●
Results in one in ten
marketing-driven app installs being fraudulent
Results in one in ten
marketing-driven app installs being fraudulent
●
Treats iOS and Android equally, as
it can be found on both
Treats iOS and Android equally, as
it can be found on both
●
Compromises 16 of the top 100
networks, which have over 20 percent of app installs coming from DeviceID Reset
Fraud
Compromises 16 of the top 100
networks, which have over 20 percent of app installs coming from DeviceID Reset
Fraud
In addition to
automated protection, Protect360 integrates with AppsFlyer’s Live Alerts,
Validation Rules and its IO Builder: Fraud Appendix to further extend this
protection.
automated protection, Protect360 integrates with AppsFlyer’s Live Alerts,
Validation Rules and its IO Builder: Fraud Appendix to further extend this
protection.
●
Live Alerts notifies team members via the
their preferred channels of changes in their primary KPIs, including fraud and
performance metrics
Live Alerts notifies team members via the
their preferred channels of changes in their primary KPIs, including fraud and
performance metrics
●
Validation Rules define which installs will and will not be attributed based on a number of criteria, including fraud
indicators
Validation Rules define which installs will and will not be attributed based on a number of criteria, including fraud
indicators
●
IO Builder: Fraud Appendix helps marketers and
networks avoid lengthy reconciliation negotiations by defining fraud benchmarks
as part of the IO process — before ad campaigns begin
IO Builder: Fraud Appendix helps marketers and
networks avoid lengthy reconciliation negotiations by defining fraud benchmarks
as part of the IO process — before ad campaigns begin
“AppsFlyer protects
its clients in two important ways: via data-driven machine learning and
continuous regulation of AppsFlyer’s ecosystem of network partners,” added
Kaniel. “Given our significant market share, we have access to huge amounts of
data that allows us to constantly train our fraud detection algorithms and block
more, faster. Thanks to Protect360, networks and publishers are extremely
careful when it comes to our clients’ traffic.”
its clients in two important ways: via data-driven machine learning and
continuous regulation of AppsFlyer’s ecosystem of network partners,” added
Kaniel. “Given our significant market share, we have access to huge amounts of
data that allows us to constantly train our fraud detection algorithms and block
more, faster. Thanks to Protect360, networks and publishers are extremely
careful when it comes to our clients’ traffic.”
To learn more about Protect360, please schedule a demo:
https://www.appsflyer.com/protect360
To get the full
report on emerging mobile advertising fraud, go to: (https://www.appsflyer.com/resources/deviceid-reset-fraud-data-study).
report on emerging mobile advertising fraud, go to: (https://www.appsflyer.com/resources/deviceid-reset-fraud-data-study).
About AppsFlyer
AppsFlyer’s
technology is found on 98 percent of the world’s smartphones, making it the
global leader in mobile attribution and marketing analytics. Data-driven
marketers rely on AppsFlyer for independent measurement solutions and
innovative tools to grow and protect their mobile business. AppsFlyer’s platform
processes billions of mobile actions every day, empowering app marketers and
developers to maximize the return on their marketing investments. AppsFlyer’s
NativeTrackTM Attribution, Marketing Analytics Data, OneLink’s Deep
linking capabilities and Proctect360 enterprise-grade fraud solutions have made
AppsFlyer’s platform the go-to resource for the most successful mobile apps in
the world. With Facebook, Google, Twitter, Pinterest, Snap Inc., Tencent and
2,500+ other integrated partners, and clients including HBO, Playtika, Waze,
Alibaba, Kayak, Activision and 12,000+ leading brands worldwide, AppsFlyer has
12 global offices to support marketers everywhere. To learn more, visit www.appsflyer.com.
technology is found on 98 percent of the world’s smartphones, making it the
global leader in mobile attribution and marketing analytics. Data-driven
marketers rely on AppsFlyer for independent measurement solutions and
innovative tools to grow and protect their mobile business. AppsFlyer’s platform
processes billions of mobile actions every day, empowering app marketers and
developers to maximize the return on their marketing investments. AppsFlyer’s
NativeTrackTM Attribution, Marketing Analytics Data, OneLink’s Deep
linking capabilities and Proctect360 enterprise-grade fraud solutions have made
AppsFlyer’s platform the go-to resource for the most successful mobile apps in
the world. With Facebook, Google, Twitter, Pinterest, Snap Inc., Tencent and
2,500+ other integrated partners, and clients including HBO, Playtika, Waze,
Alibaba, Kayak, Activision and 12,000+ leading brands worldwide, AppsFlyer has
12 global offices to support marketers everywhere. To learn more, visit www.appsflyer.com.
For the LATEST tech updates,
FOLLOW us on our Twitter
LIKE us on our FaceBook
SUBSCRIBE to us on our YouTube Channel!
