The impact of mobile attribution fraud can be costly and significant for brands. In fact, top line results from a previous MMA survey suggests that 84% of marketers expect mobile ad fraud to continue being a significant problem. Over 60% think it will increase in the future, partly because their individual efforts can´t address the fundamental drivers of mobile fraud - strong incentives for perpetrators, lack of penalties and overall complexity of the mobile ad ecosystem.
That’s why the MMA has launched a a FREE attribution Fraud Assessment Tool. The tool provides marketers with an initial estimate of the amount of attribution fraud for app downloads based on an aggregated make-up of advertising on their partner networks. This directional understanding will allow marketers to take deliberate action to decrease the level of waste and get a better return on their marketing spend.
This extent of the fraud can be calculated based on a limited amount of data consisting primarily of the configuration of paid install data for a company’s mobile apps across the ad networks where the application is promoted.
Fraudsters have developed a myriad of techniques to insert themselves into the mobile marketing ecosystem and steal the cost-per-install (CPI) or cost-per-engagement (CPE) bountie advertisers pay for driving conversions through their marketing campaigns. A significant element of mobile fraud relates to purposefully inaccurate appropriation of attribution of an installation and proximate driver of that installation.
Attribution fraud takes a number of different forms but the three most frequent methods are: