Mobile Fraud: Getting on the Same Page


Fraud isn’t typically a fun topic of discussion, but it’s important we acknowledge its existence, especially in mobile marketing. Mobile fraud can affect the number of installs, clicks, and even impressions that are reported. The problem can cost you more than you might think, and yet there are still a few things that are misunderstood.

To better understand mobile fraud, it’s important to know how prevalent it is, and how much it costs. In an report posted by Tune, “Mobile ad fraud: What 24 billion clicks on 700 ad networks reveal,” it’s reported that ad networks have an average fraud of 15.17%. This figure can potentially translate into a $16.4 billion loss for marketers in 2017 alone.

It’s also important to understand the different types of fraud and what each one means. In an effort to help marketers, agencies, and networks develop a universal language for mobile fraud, AppsFlyer created the Mobile Fraud Glossary. This glossary covers an array of different types of fraud and related terms.

Some instances such as viewability fraud, where display ads are being served but are not visible due to ad stacking or other masking techniques, are a bit trickier to identify. In other cases like install fraud, (fake users (bots) generating fake installs) the problem has become increasingly easier to identify with the right tools.

Mobile fraud is harmful to your marketing strategy, and the danger is only growing. However, here at Appyness we have the knowledge and tools needed to help identify fraudulent actions to minimize loss and maximize growth.