{"id":10482,"date":"2017-07-10T15:27:01","date_gmt":"2017-07-10T22:27:01","guid":{"rendered":"https:\/\/www.kochava.com\/?p=10482"},"modified":"2022-08-18T15:03:48","modified_gmt":"2022-08-18T22:03:48","slug":"grant-simmons-q-n-a","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/grant-simmons-q-n-a\/","title":{"rendered":"Taptica Q&A with Kochava"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_link_target=”_self” column_shadow=”none” column_border_radius=”none” width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” overlay_strength=”0.3″ column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text]Grant Simmons, VP of Client Analytics for us here at Kochava, is our resident expert on how to detect and prevent mobile ad fraud. Our partner network, Taptica, interviewed him on what he looks for and how marketers and networks can prevent fraud from infiltrating their ad campaigns. You can read the article here or on their site<\/a>.\r\n\r\n
\r\n\r\nThis week, Taptica had the opportunity to sit down with Grant Simmons, Head of Client Analytics at Kochava, to get his take on the state of mobile fraud. Here\u2019s what Grant had to say about the trajectory of today\u2019s quality battle, and where Kochava comes in.\r\n\r\nQ: Tell us a little bit about your background, and how you found your way to Kochava:<\/b>\r\n\r\nPrior to joining Kochava, I worked as Head of Retail Analytics at Oracle, VP of Direct Marketing at Body Central, and DVP of eCommerce at Coldwater Creek. All of these experiences really shaped my perspective on the work I do today.\r\n\r\nQ: In what way have these experiences shaped your perception?<\/b>\r\n\r\nWell, for starters I realize that the mobile attribution space is still relatively unsophisticated. If we think about it, the core challenge here is a massive exercise in de-duplication.\r\n\r\nConsider the following scenario: Advertiser A has three different networks working on their behalf, trying to place their ads in front of the most relevant possible users. It\u2019s reasonable to assume that all three may find the same great customer, who eventually goes on to download the app.\r\n\r\nNow all three networks are laying claim to that install, and we\u2019re left de-duplicating to find a winner\u2026 when in reality, all of them may have played a key role in that conversion, or perhaps none did at all. As you can see, determining causality can be incredibly complicated in web marketing.\r\n\r\nUnfortunately, this has created an environment that invites fraud: the goal becomes to get the last touchpoint, regardless of how valid that touchpoint is or how much work it did to influence behavior.\r\n\r\nQ: Why is this any more complicated than traditional offline attribution?<\/b>\r\n\r\nTwo words: incrementally measure. In the case of offline marketing, you can create two different universes; both look and act exactly alike, but only one received impressions. When you can isolate and analyze the impressed group versus the control group, you can safely attribute any visible lift directly to your own initiatives. Incremental measurement is much more difficult in digital for a variety of reasons, but not impossible; however, it does take cycles to execute correctly.\r\n\r\nThe other challenge with mobile is that it\u2019s all about \u201cthe now.\u201d The direct response loop from click to download to attribution is expected to be complete within milliseconds, whereas the world of offline advertising gives you, at a minimum, several weeks to dissect, analyze, and report back on results.\r\n\r\nEveryone wants instant feedback, but it takes time to properly assess and understand impact. We\u2019re working diligently to come up with a smarter approach for allowing a shared credit MTA model along with a solution for incrementality.\r\n\r\n \r\n
\u201cThe challenge with mobile is that it\u2019s all about ‘the now.’\u201d<\/h6>\r\n \r\n\r\nQ: OK, so there are lots of intricacies when it comes to digital attribution\u2026 But where does the issue of fraud come into play?<\/b>\r\n\r\n\u201cMobile fraud\u201d is an incredibly broad spectrum and there\u2019s still a lot of grey area. The issue is that the attribution space is still in its nascent phase when it comes to the detection side. But, the good news is that the direct feedback response on mobile means you can defraud pretty quickly if you\u2019re savvy.\r\n\r\nQ: It seems like this is the topic on everyone\u2019s mind. Is fraud becoming more prevalent, or are we just becoming more aware of it?<\/b>\r\n\r\nNot more prevalent, more sophisticated. We\u2019ve got bots, bot nets, device ID spoofing\u2026the list goes on. Where there\u2019s money to be made, there\u2019s motivation for fraudsters to advance their craft. It\u2019s all about how well we can keep up (and stay ahead of) the learning curve that the fraudsters themselves are riding.\r\n
\u201cWhere there\u2019s money to be made, there\u2019s motivation for fraudsters to advance their craft. It\u2019s all about how well we can keep up\u2026\u201d<\/h6>\r\n \r\n\r\nQ: How do you see the industry trending in response to all of this?<\/b>\r\n\r\nAs people become more conscious about quality, fraud, and attribution issues, we can expect some massive network consolidation down the pipeline. No network is 100% clean and no network is 100% fraudulent, but the division that\u2019s going to arise is between the players that are and are not willing to commit for the long-haul.\r\n\r\nQ: And what do you feel is Kochava\u2019s role in this scenario?<\/b>\r\n\r\nPersonally, I want to be a lot more aggressive on fraud.\r\n\r\nKochava is running traffic through 14 different fraud frameworks and we have 3 more coming soon. We have more data on our side than anyone else in the space, and as such, we\u2019re probably the best positioned attribution provider to answer these big questions.\r\n\r\nWe break this into two applications: detection and prevention. We publish a robust dashboard of suspicious activity via our Fraud Console<\/a> (using the frameworks mentioned above), and curate a list of known bad sub publishers, devices and IPs within an aggregated Blocklist <\/a>which marketers and networks can employ to scrub traffic in real-time. Additionally, we allow marketers to aggregate their own customized Blocklist to verify traffic within their own ecosystem.\r\n\r\n[\/vc_column_text][vc_row_inner column_margin=”default” text_align=”left”][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/6″ tablet_width_inherit=”default” overlay_strength=”0.3″ column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”2\/3″ tablet_width_inherit=”default” overlay_strength=”0.3″ column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][vc_column_text][ryvl video_url=”https:\/\/vimeo.com\/210521174″ auto_play=”yes”]\"Kochava[\/ryvl]\r\n\r\n \r\n\r\n[\/vc_column_text][\/vc_column_inner][vc_column_inner column_padding=”no-extra-padding” column_padding_position=”all” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” width=”1\/6″ tablet_width_inherit=”default” overlay_strength=”0.3″ column_border_width=”none” column_border_style=”solid” bg_image_animation=”none”][\/vc_column_inner][\/vc_row_inner][vc_column_text]\r\n\r\nIf Kochava doesn\u2019t take a stance, someone else will. We\u2019ve got the technology and the data; why not be the front runner?\r\n\r\nQ: All things considered, what\u2019s the next step?<\/b>\r\n\r\nFor now, we need to start making strides toward developing stronger partnerships between ad networks and attribution companies. Creating an open dialogue for these tough conversations is critical, and it\u2019s something that we can realistically tackle right now.\r\n\r\nThe long-term vision is to be smarter regarding attribution: my belief is much of the fraud will be mitigated when we develop models and measurement capabilities that can identity how important a specific click or impression is to the overall marketing mix.[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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