App Install Advertising Fraud

August 27th, 2017 by admin Leave a reply »

The recent trend shows that there are new ways of online advertising today which aim for mobile apps install. As per the security firm DataVisor, the app installs advertising marketplace is a hot spot for regular attacks by fraudsters. This industry is of approximately $300 million per year.

DataVisor’s new “The Underworld of App Install Advertising” report mentioned that on average, premium ad networks had app install fraud rates of less one percent. Non-premium advertising network stands at five percent.

Ting-Fang Yen, Director of Research at DataVisor mentioned eSecurityPlanet that premium ad network doesn’t usually outsource or broker out their traffic to other channels. They either advertise on their own sites or only partner with reputable publishers they know, she said.

DataVisor Global Intelligence Network analyzed 140 million app installs and 11 billion user events to determine this report.

“We were surprised to see how much fraudsters are faking in-app activities and retention behavior,” Yen said.

Yen mentioned that fraudulent installs generated at least one in-app event.

“This means that fraudsters are becoming much more sophisticated. They are moving beyond just installs to go after the bigger payouts from cost-per-engagement (CPE) campaigns,” Yen said.

Yen mentioned ways to limit the risk by detecting fraud. Techniques involve the use of heuristics such as device identification, IP filtering, or click-to-install-time anomalies to distinguish fake installs from genuine users.

“Fraudsters are constantly exploring new ways to take advantage of loopholes and avoid detection,” Yen said. “This dynamic nature of fraud means that advertisers must remain vigilant and select the right partners and targeting criteria for each campaign they run.”

Advanced fraud detection solutions which can adapt to constantly changing attack patterns should be implemented.

“As fraudsters become increasingly sophisticated at faking installs, we expect more advertisers to adopt cost-per-engagement user acquisition models to avoid fraudulent traffic,” Yen said.

“Fraud is dynamic, and fraudsters are always on the look out for vulnerable points of entry,” she said. “If an ad network scrutinizes their traffic and deploys anti-fraud solutions, fraudsters will move to another channel that is less vigilant about traffic quality.”

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