Mobile app install fraud detection out how to steal billions of dollars in app install advertising revenue by using bots, incentivized install fraud (where users are paid to download and install apps on their devices), and device farms. These methods bypass attribution and allow fraudsters to receive full commission payments on apps they did not create or drive. It is estimated that mobile app install fraud costs brands $2 billion a year.
As fraudsters continue to evolve and evade detection, it’s important for marketers to have robust tools at their disposal. While it may seem impossible to catch these fraudsters through a one-size-fits-all approach, there are certain red flags that should raise suspicion when dealing with publishers and ad networks.
Look for abnormal patterns in the CTIT distribution of each publisher or ad network. CTIT times vary from one device to the next, but an unusual pattern of concerning CTIT times can be a sign of click spamming or SDK spoofing.
Cracking Down on App Install Fraud: Strategies to Protect Your User Acquisition Efforts
Identify publishers that bring in noticeably higher churn traffic. Fraudsters can fake installs and simulate in-app engagement, but they cannot mimic long-term user behavior or churn rates.
Consider a solution that uses sensor data to detect the behavior of real devices and users. These solutions analyze non-marketing data points like device movement, gyroscope and accelerometer readings, battery data, and screen interaction to determine whether a user is actually interacting with the app or just clicking on ads. If these types of solutions find abnormal patterns in device usage, they can identify suspicious publishers and ad networks that should be blacklisted.