Ad fraud isn’t becoming more prevalent — the fraudsters are just getting slicker. Staying ahead of the fraudster’s learning curve is the key, and collaboration is the crucial element. Join EA’s network strategy lead for mobile acquisition and engagement and others in this VB Live event — and learn how to detect and manage fraud, and work with your partners to circle the wagons against the fraudsters.
“Put simply, fraud is essentially deception in the ad ecosphere,” says Emily Storino, network strategy lead for the mobile acquisition and engagement team at EA. “And now it’s deception of so many players in the space — not the advertisers, but even our vendors and other publishers.”
Identifying fraud from your own perspective is the first step, Storino says, and requires a broad spectrum of data points.
“You can’t just define it as, okay I’m only looking at mean time to install and that’s it,” she says. “You have to come at it from a couple different perspectives because fraud is deception — and that can be a lot of different things in the marketplace.”
The low-hanging fruit are vanity and early detection metrics, which includes mean time to install, click injections, and high click counts for a single IP address — the easy indicators of what could be fraud, she says.
The next tier of data points to examine involves what she calls the investigative step, or looking deeply into what those early detection data points have potentially revealed. For instance, a certain sub site is broadcasting some suspicious activity — what do you look at next? Things like retention on that sub site, and revenue driven from the users installing from that sub site.
“Those are the things that can actually confirm what’s going on,” Storino explains. “And then the last tier are the intangibles: understanding the fraud in the marketplace from an environmental and a logical perspective. Have you had a problem with this partner in the past? Has this come up before with other advertisers?”
And that’s where collaboration comes in, in a push toward more transparency across the ecosystem as a whole.
“It’s working with other MMPs (mobile measurement platforms) and other partners and saying, ‘Yeah, I think that’s fraud too,’” she says. “So this push to full transparency isn’t just ‘Okay, well I’m going to go work with them directly,’ It’s more like, ‘Hey, how can we talk apples to apples so we can both identify things together?’”
The MMP’s role is particularly essential, Storino says, and partnering with your MMP should be a priority. MMPs originally started in attribution space, helping mobile app marketers identify high quality measurements for tracking and optimizing their user acquisition, and then re-engagement. But as fraud has evolved, their role has evolved too.
“They’re like this all-seeing entity that lives in the ad ecosystem,” she says.
Sitting in the center of the web, they’re privy both to what all advertisers are doing, but they also see what vendors are doing on the opposite side of the spectrum.
“Because they have access to all this data, it really can help advertisers and vendors alike conquer fraud,” Storino says. “They see all these different data points together, and they can create the full picture.”
MMPs are also the source of an advertiser’s other greatest collaboration tool: fraud prevention technology.
These kinds of tools allow advertisers, MMPs, and vendors to be proactive in their approach to fraud detection, weeding out false installs and impressions before they begin to overwhelm the ecosystem. They allow each partner to break out of their own silos and collaborate by sharing information and data.
“It’s using that fraud console in conjunction with our partners so we can point to the same thing and say, ‘Hey, I think this is fraud, what do you think?’” she explains. “And we can collaborate together and confirm those things, because I’m coming at it from an advertisers’ perspective, but our partners are maybe seeing the same issue across multiple different advertisers, and they can align or confirm our suspicions as well. So, I think collaboration is definitely key to being able to identify fraud.”
To learn more about identifying benchmarks, how to collaborate with your partners, and what you should look for in an MMP, don’t miss this VB Live event.
Don’t miss out!
- Who the stakeholders are, plus why and how is each is affected
- The MMPs’ role in this ecosystem
- What fraud is and what benchmarks should be used for defining it
- How to collaborate to detect and manage fraud on an ongoing basis
- What tools are out there to fight fraud
- Emily Storino, Network Strategy Lead, Electronic Arts (EA)
- Grant Simmons, Head of Client Analytics, Kochava
- Tal Nissenson,VP Client Success US, Taptica
- Stewart Rogers, Analyst-at-Large, VentureBeat
- Rachael Brownell, Moderator, VentureBeat
Sponsored by: Taptica