Ad Fraud – How Bots & Device Farms Can Be Stopped From Stealing 30% of Mobile App Revenues

AdTiming, a world’s premium mobile marketing platform and AppsFlyer, the world’s leading mobile attribution & marketing analytics platform, recently met at an event discussion on the challenges faced by the industry from advertising fraud. Yobo Zhang å¼ äº‘é¹, Product Vice President of AdTiming and Wei Wang 王玮, General Manager of China at AppsFlyer, shared their views on how the industry needs to work together to combat this growing issue.

Advertisers and app developers have rightly become concerned that a significant amount of marketing and user acquisition budgets are being lost to fraud, with AppsFlyer estimating the loss worldwide to be US$700-800m in Q1 of 2018 alone. The AppsFlyer report, entitled ‘The State of Mobile Fraud Q1 2018′, shows that mobile app marketers were exposed to 30% more fraud compared to 2017, and the share of fraudulent installs has grown by 15%, tainting 11.5% of all marketing driven installs.’

Bots and device farms are being used to defraud companies, especially in shopping, gaming, finance and travel on both Android and IOS devices. The net effect then is that the business model for developers and publishers is under threat in the short term due to loss of revenue and in the long term due to the credibility of the mobile channel itself to deliver value to advertisers. “Advertisers and Developers certainly have corresponding reaction towards fraud; yet, it is a professional job, which imposes a huge challenge for marketing teams. Therefore, from a professional point of view, advertisers and developers are advised to handover these criteria to the 3rd parties like AppsFlyer,” Said Wang Wei, AppsFlyer’s General Manager of China.

Yobo Zhang, Product VP at AdTiming said, “From a long-term point of view, ad fraud is similar to quench a thirst with poison. We hope to work with more data platforms or anti-fraud parties to fight against ad fraud. AdTiming has developed an anti-cheating product which integrates with the AppsFlyer protocol to identify, quarantine and remove fraudulent installs and clicks. This is the kind of technical solution that advertisers and developers must make as part of the security solution across the entire value chain of mobile marketing.” Zhang added, “Fraud is an industry wide issue, only by sharing development protocols, SDKs, API’s within our industry that we can deliver on our responsibility. Industry associations and agreed best practices will also play a role, both here within China and around the world”

Yobo Zhang, Product VP at AdTiming

Wei Wang of AppsFlyer, agrees, “One promising trend is the consensus being reached on the severity and harm of the cheating across the whole industry, with an increasing number of advertisers, advertising platforms, third parties, joining in the line to curb the cheating altogether.”

Wei Wang, Appsflyer’s General Manager of China

The issue facing the industry is one that AppsFlyer has documented in their report entitled ‘State of Mobile Fraud – Q1 2018’, which covered 6,000 apps and 10 billion installs over a 5-month period. It found that fraud comes in waves and that bots are now the most dangerous threat, replacing device farms as the most popular form of attack responsible for over 30% of fraudulent installs. Shopping, gaming, finance and travel apps are the hardest hit with some US$275m exposed over the first three months of 2018.

” AdTiming is taking the advertising issue fraud very seriously both within our company and also by engaging with the industry to make changes to combat this threat,” Said Yobo Zhang.

As ad fraud continue to endanger the whole AdTech industry, it is in urgent necessity that the whole community ought to confront this issue together to ensure the wellbeing of the industry and the combined interest of the mobile marketing community.

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5 Psychological Benefits of Playing Online Games

Nowadays, online games are becoming the most engaging types of games. The technological advancements have allowed players to play their favorite titles without installation. For instance, you can play card games on your mobile or PC provided you are connected to the Internet. Given below are some of the most common benefits of playing online games. Read on to know more.

Stress Relief

According to research studies, playing browser games has a lot of psychological benefits. If you are a regular player, you can experience reduced stress levels. Aside from this, car games help you feel happier and relaxed.

Skill Development

Some titles also allow you to challenge your friends, which may help you improve your memory, analytical skills, focus and memory. Many of these products also involve strategy, which requires a lot of attentiveness and concentration. This is true whether you play them alone or with friends.

What happens is that you have to keep an eye on the behavior and move of your opponent. And this makes you more alert. Apart from this, these products involve interpersonal and cognitive skill development. As a result, your brain remains in good health.

Staying Engaged

Most online games rely on your short-term memory. But many of them can also have a positive impact on your long-term memory and many of other skills. If you follow the same routine for months without a break, you may suffer from mental stagnation.

Online games can help you fill this gap by keeping you busy both physically and mentally. As a matter of fact, playing with a virtual opponent is as entertaining as playing with a local friend.

Although there is a lack of social interaction and conversation, online games may still help you improve your focus. Actually, the fun comes from the competition you face during the gameplay. However, you can’t ignore the allied benefits offered by browser-based games.

Interaction

Another benefit that you can enjoy is the promotion of teamwork and communication. You get an incentive to work together while playing the games. This helps you have a better interaction with your fellow players. For introverts, this can be a great benefit, which allows you to interact with each other through an online medium. So, you can enjoy better interpersonal interactions.

Entertainment

We all need entertainment but with convenience. The good thing about online games is that they can be played regardless of time and location. In other words, you can enjoy your favorite titles whether you are at home or on the move. So, you can play them from home, office, waiting rooms, or car. You can choose from a lot of titles based on your personal preferences.

Other skills that you can improve by playing online games include leadership skills, problem-solving skills, and observation skills.

In short, if you have never played games online, we suggest that you check out some browser games. You can choose from thousands of titles, and the good thing is that you don’t need to install them first. Hope this helps.

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