|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."
"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