AppsFlyer Launches Mobile Device-Level Ad Fraud Prevention Tech

mobile_fraud_benchmarks-01Ahead of the weekend, AppsFlyer — a mobile attribution and marketing analytics company — has just released new data forecasting that app marketers will lose $100 million in 2016 due to verified mobile app install and engagement advertising fraud — as well as revealing the countries that have the highest rates of this type of ad fraud.

“The study’s findings are based on the company’s new anti-fraud technology, called DeviceRank, which also launched today,” Thursday’s announcement reads.

The technology provides what AppsFlyer says is unparalleled level of protection for mobile app advertisers by automatically “cleaning” fraudulent devices from marketers’ campaigns aimed at driving app installs and post-install activities.

While the study found the U.S. to be the most targeted region by fraudsters, the countries with the highest rates of app install and engagement ad fraud, when factoring for mobile population, are: Germany, Australia, China, Canada and the U.K., followed by the U.S., Russia and France.

“The research shows that fraudsters attempt to target specific countries depending on the potential payout they can get from falsifying their location to commit fraud,” the report summary reads. “Countries with the highest cost-per-install and cost-per-action payouts have a higher fraud rate, while regions with relatively low payouts – including Indonesia, India, Brazil, Vietnam and Thailand have a lower fraud rate.”

“As we’ve seen from our global study, fraudsters and scammers are growing increasingly sophisticated, tricking advertisers into paying for both installs and in-app engagement,” said Oren Kaniel, co-founder and CEO of AppsFlyer. “DeviceRank takes a radically different approach, cutting off fraud at the source and adding transparency to our industry in order to protect advertisers, our partners and the entire market. AppsFlyer is in a unique position to apply this game-changing technology and leverage our scale across the mobile industry, arming marketers worldwide with the best solution to combat fraud. We are excited to add DeviceRank to the AppsFlyer Active Fraud Suite, as we remain committed to fighting fraud and helping cleanse the app ecosystem of this problem.”