Fraudulent app installs are no laughing matter for marketers. This trend is quickly becoming one of the biggest issues for people trying to legitimately market their app. It’s estimated that app install fraud is already consuming over a two billion dollars per year globally. And there’s no sign of this problem resolving itself. So, how can savvy marketers stay ahead of the curve in app install fraud?
Learn How App Install Fraud Happens
The first step to reducing app install fraud is to understand how you are vulnerable to it. This marketplace is still relatively new. As a result, many people involved in it are still learning the ropes. These marketers are disproportionately susceptible to the schemes of install fraudsters.
There are three main tactics that are typically used in app install schemes:
- Impression Fraud: Scammers use bots or another method to make it appear that ads are getting greater click-throughs.
- Install Fraud: Essentially creates fake installs through a variety of methods. Rudimentary install frauds rely on bots to continually install and uninstall apps. However, there other developing methods that are more difficult to detect—such as Device ID reset.
- Engagement Fraud: Makes it appears an app is getting more use than it is in reality. This is often accomplished through bots that follow a programmed engagement routine.
Why Is App Install Fraud Important?
If you’re a marketer, you need to care about app install fraud. Why? Because it’s completely distorting your data and eating away at your advertising budget. App install fraudsters try to profit from the practice of creating fake installs. These are data points essential to your marketing strategies. How can you make data-driven decisions if you can’t trust your data? Plus, you pay for all those installs and engagements that come through an advertiser’s page. Every instance of install fraud is money lost.
What Can You Do to Minimize App Install Fraud?
It will be difficult for many marketers to completely stop install fraud. This is because the current marketplace system is designed to invite these activities. Most marketers must deal with a whole host of issues simultaneously. Due to this, they sometimes can’t take the time to go check through every data point and service. This is where mobile ad fraud detection can play a huge role. It makes sense for marketers to utilize tools that are proven to lower the likelihood of install fraud. There’s really no excuse for larger companies to ignore this—especially since they are typically the ones targeted the most by these practices. Companies in North America should also be utilizing detection tools, as this is the most targeted region.
Mobile ad fraud detection can work in a few ways to keep your data and budget protected from nefarious parties. First, it’s possible to identify and block certain users and mobile devices based on apparent fraudulent activities. This base layer of blockage clears out a lot of the less sophisticated fraudsters. Additionally, machine learning is improving the ability of marketers to detect instances of fraudulent installs. By analyzing the makeup of various kinds of fraudulent app activities, it’s possible to quickly identify these attacks. The various layers of defense provided by mobile ad fraud detection can give marketers the upper hand in this ongoing battle.
There’s no denying the importance of data when it comes to running a business in today’s economy. If your app is getting skewed inputs due to fraudulent install numbers, you need to find a remedy as soon as possible. Luckily, there are now options for resolving this issue.