{"id":8696,"date":"2017-03-30T11:52:09","date_gmt":"2017-03-30T18:52:09","guid":{"rendered":"https:\/\/www.kochava.com\/?p=8696"},"modified":"2022-08-18T15:04:11","modified_gmt":"2022-08-18T22:04:11","slug":"adexchanger-kochava-tool-aims-diagnose-fraud-real-time","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/adexchanger-kochava-tool-aims-diagnose-fraud-real-time\/","title":{"rendered":"AdExchanger: Kochava Tool Aims To Diagnose Fraud In Real-Time"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” scene_position=”center” text_color=”dark” text_align=”left” overlay_strength=”0.3″ shape_divider_position=”bottom”][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” column_border_width=”none” column_border_style=”solid”][vc_column_text]AdExchanger’s Allison Schiff<\/a> spoke with some Kochava customers about our real-time fraud abatement tools. Read the article on AdExchanger<\/a>. It is also reprinted below for your convenience.\r\n\r\n
\r\n\r\n \r\n\r\nMobile attribution player Kochava souped up its anti-fraud offering on Thursday with a consolidated suite of reports, including access to a global blocklist that updates itself.\r\n\r\nThe dashboard helps advertisers visualize what\u2019s happening with their traffic in real time, with views into things like abnormally high click-to-install ratios, ad stacking clicks, and questionable IP addresses.\r\n\r\n\u201cBut this is really about making the reports easier to take action on,\u201d said Kochava CEO Charles Manning<\/a>. \u201cYou can\u2019t find a needle in a haystack without a visualization tool to show you where the problem is.\u201d\r\n\r\nAdvertisers can set up alerts to notify then when something shady is going on, and the automated blocklist dynamically flags bad site IDs, IP addresses and known fraudulent devices across Kochava\u2019s client base of around 1,500 mobile publishers.\r\n\r\nIt\u2019s a nasty world out there and getting nastier, said Kevin Young<\/a>, senior manager of user acquisition at Kixeye<\/a>, a developer on online strategy and combat games.\r\n\r\n\u201cOver the last few months we have seen click-related fraud grow more sophisticated,\u201d said Young, pointing to click injection.\r\n\r\nThe best way to fight back is through network-wide pattern recognition, Manning said.\r\n\r\nFraudsters want to fly under the radar, so they usually siphon small amounts of money from lots of places rather than make a big splash. And that can be difficult to detect if you\u2019re just looking at a single developer\u2019s traffic.\r\n\r\nAd stacking, where fraudsters place multiple ads on top of each other, is a good example. Kochava has a report that indicates whether ads across different advertisers were clicked from the same device.\r\n\r\nBut it\u2019s not just ad stacking. Every developer has their own fraud war story.\r\n\r\nAt DoubleDown Interactive<\/a>, a developer of casino games, ad ops manager Kevin Grimes<\/a> and his team noticed an ad network that seemed to driving incredible Day One return on ad spend. But as time went on, the return never grew. The Day 30 ROAS was the same as it was on Day One.\r\n\r\nGrimes dug into the purchases this network was driving and found that 99% of them took place within seconds of the install \u2013 and retention was nil.\r\n\r\nHe theorized that the sub-publisher was using a click farm or incentivized traffic to make the purchases and artificially boost the source\u2019s short term performance.\r\n\r\n\u201cNeedless to say, we cut them,\u201d Grimes said.\r\n\r\nBut it\u2019s not always the ad network\u2019s fault, which can be victims too.\r\n\r\nAdvertisers usually pay ad networks every 60 days, for example, but ad networks pay their publishers every month. If a network only realizes that a particular sub-publisher is bad after paying for traffic, the advertiser is surely going to want a make-good, and \u201cthe ad network is stuck holding the bag,\u201d Manning said.\r\n\r\n\u201cThat\u2019s why it\u2019s important to do this type of reporting and stop the fraud in real-time,\u201d Manning said. \u201cIt\u2019s a way to protect the advertisers and the ad networks.\u201d\r\n\r\nIt\u2019s good to have the data to back you up if you need a makegood.\r\n\r\nBut what\u2019s better is to not even need to ask for a makegood in the first place, said Nate Gasser<\/a>, VP of media and technology at Camelot Communications<\/a>, a Dallas-based media and planning agency that uses Kochava\u2019s fraud tools for a number of Intuit\u2019s mobile app products, including Intuit TurboTax, Quickbooks Mobile and Mint.\r\n\r\n\u201cFraud is nothing new, but it\u2019s evolving faster than marketers can react,\u201d Gasser said. \u201cWe\u2019re finally getting to the point, though, where we can react a little better, a little faster than we have, and be preventative in terms of where we\u2019re placing media and who we\u2019re doing business with.\u201d[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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