mobile cpi fraud

MOBILE CPI FRAUDDmitry Zotov

2016

• Dmitry Zotov

• Founder/CEO at Affise

• Know how-to in Affiliate Marketing since

2006

• Tech guy who loves cats and Dark Side =)

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ABOUT MYSELF

• Problem definition

• Fraud types in mobile CPA

• Fraud metrics in your application

• Fraud protection solutions

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WHAT’S THE PLAN

WHY?

• $4.2 billion is lost due to ”non-human traffic”

• $1.1 billion is lost due to “malvertising-related activities”

• $2.4 billion is lost due to “infringed content”

FRAUD IS A HUGE PROBLEM IN INTERNET MARKETING

ByIABreporthttp://www.iab.com/wp-content/uploads/2015/11/IAB_EY_Report.pdf

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Study: 40% of mobile clicks are accidental or fraudulent.

WHAT ABOUT MOBILE?

ByTrademob.com report

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BOTS LIKE HUMANS

Except they are not

• Any GEO

• Any device, OS, browser

• In-app events, purchases

• Unique IPs

anything...

• Install farms

• Install Bots and emulators

• Incentivizing non-incent traffic

• Proxy and emulators

• Mobile device hijacking

HOW YOU GET FRAUD ON MOBILE?

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INSTALL FARMS

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• Can fake anything:

• Retention Rate

• Registrations

• In-app behavior

• In-app purchase

etc.

• Very effective

INSTALL BOTS AND EMULATORS

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• Bluestacks

• Andywin

• Genymotion

Main Android emulators:

To 80% of all emulation installs

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INSTALL BOTS AND EMULATORS

For IOS devices:

• No major emulators

• Hardware and software manipulations

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INCENTIVIZING NON-INCENT TRAFFIC

Incentivizing traffic can be mixed:

• Good quality traffic

• Low conversion traffic

Even some TOP affiliates are using Incent traffic as mix

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PROXY AND EMULATORS

Can be divided by:

• Public (easy to detect)

• Botnets proxy (hard to find and detect)

Faking your IP, ISP, UA, Device Type/IDCan do unlimited app installs from one emulator setup

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MOBILE DEVICE HIJACKING

• Can work as proxy

• Clicks on hidden AD

• Installs an applications in background

• Spreads a viruses

“We are doing it for several month,

have 16 employees and it’s already a

$100 000/month business.”

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WHAT FRAUDERS SAY

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THE INTERESTING THINGS

• Some networks are unofficially work with fraud platforms or

doing fraud by themselves.

• Some affiliates works with Forex and Binary Option offers for

many moths despite the RR and in-app metrics and STILL

doing it.

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WHAT ADVERTISERS SAY

“We asked a trusted network to find guys who can send fraud

installs to check them with our in-app statistics. After that we

couldn’t recognize fraud from normal installs”

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HOW TO PROTECT

• Trusted networks ONLY

• Affiliates control

• Analyze affiliates separately not by whole network

• Another type of cooperation (CPA, RevShare)

• More in-app metrics

• Modern platforms for traffic analysis

• Fraud protection platforms

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FRAUD PROTECTION PLATFORMS

Click Fraud

Impression

Web site session

Conversion

FORENSIQ, a leading ad fraud detection and prevention company. Best-In-Class for Fraud Detection.

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AFFISE HAS A FORENSIQ MODULE

ByPRNewswire.com

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HOW IT WORKS?

Attribution trackers CPI Network on AFFISE Platform

Traffic dataConversion data

ScoringFraud report

Less than 100ms.

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CONVERSION FRAUD REPORTAnalyze every conversion in your network

• Be technology advanced

• In metrics we trust

• Hire managers who digging deeply

• Use fraud protection platforms

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CONCLUSION

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THANK YOU!

Dmitry Zotov

Email: [email protected]

Skype: dz_affise

Facebook: DmZotov

+7-903-039-68-73