Kochava announces the Fraud Console—a suite of ad fraud prevention tools plus a powerful and real-time dynamic Global Fraud Blacklist. It is the most comprehensive fraud detection and abatement suite in the industry, eliminating the most frequent forms of mobile ad fraud. Fraud has infiltrated the digital landscape as an enormous and elusive crime, siphoning billions of ad spend from marketers. The latest estimates from the Association of National Advertisers estimate that fraud will cost digital marketers $6.5 billion in 2017. The good news is that is a 10% decline from last year’s estimate of $7.2 billion and is an indication of some of the protective measures marketers have taken to protect themselves. However, fraud is a given that must be dealt with in today’s digital marketing campaigns. Kochava has long been at the forefront of fighting fraud, monitoring data abnormalities on behalf of customers. The Fraud Console gives customers access to 11 reports plus the real-time Global Fraud Blacklist. Customers can fight fraud using actionable data from the reports and also exclude hundreds of thousands of known fraudulent devices, IP addresses, and networks/sites through the Blacklist. “The world’s largest brands trust Kochava for a reason. We always act on the customer’s behalf, and protecting their marketing efforts from wasted ad spend is one of our core competencies,” said Charles Manning, CEO of Kochava. “The fraud prevention suite from Kochava has been an integral part of how we optimize campaigns on our client’s behalf. Based on fraud indicators, we can quickly shift budget away from known fraudulent publishers to ensure our clients’ dollars are being utilized to drive valid users via legitimate traffic sources,” said Nate Gasser, VP Emerging Media and Technology at Camelot Communications.
Summary Reports Highlight Fraud by AppThe Kochava fraud algorithms cover fraudulent tactics including:
- High Click Volume: High click volumes for IP addresses and devices obscure campaign outcomes. These two reports highlight entities with abnormally high click-to-install ratios. High CTIs are indicators of click injections, likely through bots or hijacked devices.
- Mean-time-to-install (MTTI) Outliers: MTTI is the average time between the click and install and varies by app and network. When MTTI varies greatly—either too short or long—this indicates that something is askew. Kochava also reports on time-to-install (TTI) outliers on installs that occur in fewer than 30 seconds after the click.
- Geographic click/install delta: Kochava pinpoints significant differences between the location of the click and the install.
- Platform mismatches: Ads that are repeatedly served to the wrong platform may be evidence of a bot farm or poorly targeted traffic.
- Multi-hash attribution matches: If networks and publishers hash device IDs multiple times, it is an indicator for fraud.
- Ad stacking clicks: Multiple ads are layered on top of each other but only a single ad placement is visible. If a user clicks on the visible ad, a click is registered for all the ads in the stack.
- Anonymous Installs: Transactions should be transparent; a site taking measures to hide its identity is blacklisted.
- Install/purchase receipt verification: Kochava verifies installs and purchases completed from the App Store and blacklists sites with too many unverified installs.