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| Photo: Tobi Elkin |
Tobi Elkin, Editor of MediaPost's Real-Time Daily and the RTBlog says, "Another form of ad fraud is on the scene."
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| Photo: FreeDigitalPhotos.net |
"Adjust, a mobile attribution and analytics firm and
provider of fraud prevention tools, on Thursday said so-called “click
injection” fraud is set to become one of the
dominant forms of mobile marketing fraud in 2017."
Adjust
said the “click injection” approach allows app publishers to make money
by injecting fake
“clicks” from a user’s device just as the user installs an app. The
clicks are generated from within a fraudulent app and timed to be
received within a second of the app
download.
Adjust said that currently, click injection is effective on Android only, as it uses so-called “install broadcasts” to time the click.
As a result, the fake clicks are frequently credited for the user’s conversion. This steals organic conversions and conversions from legitimate publishers.
“This
new scheme is technically
similar to 'click-spamming,' which we described early last year, but
evades the tools that prevent click spam,” stated Andreas Naumann, fraud
specialist at Adjust. He said the company expects
"click injection" to supplant and equal click-spamming activities in
size, which accounted for an estimated 5 % of ad engagements on Android.
The
company is currently testing
different algorithms to prevent the fraudulently claimed conversions as
part of their Fraud Prevention Suite of software tools protecting
advertisers.
Source: MediaPost Communications
