Mobile fraud is a problem for all advertisers. In total, 22.6% of the mobile budget would be wasted because of this phenomenon. In 2019, that was $4.6 billion. This therefore not only wastes money, but also time, because it is necessary to reconcile invoices, analyze fraud reports, etc.
In its latest white paper, Ad4Screen, the 100% Cross Device media and marketing agency, discusses the different types of fraud and their consequences. She also tells you how to fight her on her mobile campaigns.
Understand how mobile fraud works
Fraud is estimated to account for 20-30% of global inventory. It costs advertisers several billion dollars on average each year. In France, the fraud rate is 13.1%. This is much more than the other countries, including Spain (11.9%), the United Kingdom (9.4%) or Kazakhstan (4.9%).
Facebook is reportedly overhauling its advertising system
However, a question arises: how does this fraud translate? Most of the time, the latter takes the form of false impressions, false clicks, false installs, false traffic or non-compliant. By obtaining this white paper, you will also be able to learn about the impacts of iOS 14 on the historical tracking methods used to associate the impression or the click with the installation.
In this ebook, Ad4Screen gives you the six most used types of fraud. For example, there are advertisements forcing mobile users to click on them so that they disappear. They have a very high click through rate. This therefore concerns campaigns operating on a cost-per-click (CPC) basis.
Click spamming is also widespread. This is a simulation of a large number of clicks to claim the organic installs. The conversion rate remains very low. The campaigns concerned are those with Cost per install (CPI) and Cost per acquisition (CPA). To find out how each scam works, just download this white paper.
The keys to minimizing mobile fraud
A fraudulent source can be identified by certain clues, such as a very low conversion rate, a spike in events for no reason, or a delay between installation and in-app events that is too short or too long. An advertiser may be the target at specific times, such as when volumes increase or the launch of a new network. In this ebook, the Ad4Screen experts reveal the nine signals that can alert you to fraud.
They explain how to block fake installations, device farms or forced clicks. You can also read their advice for dealing with click spamming. It is wise to set up an evolving blacklist of networks as well as associated IP addresses. Sifting through conversion rates to identify new suspicious sources and analyzing the time from click to install is also a possibility.
Having a powerful tool is also essential to identify fraud. In this ebook, you will discover three effective solutions to protect yourself against this phenomenon.
In the last part of this guide, Ad4Screen provides you with a To-do list to minimize fraud on your mobile campaigns. To get it and know all the advice from the experts, don’t forget to download this whitepaper for free !