Kochava and the MMA Global Partner in the Fight Against Mobile Ad Attribution Fraud
June 9, 2020
New Free Attribution Fraud Assessment Tool Launched at MMA MATT Unplugged Virtual
SANDPOINT, Idaho and NEW YORK – June 9, 2020 – Kochava, the leading attribution platform for real-time data solutions for mobile and connected devices, and MMA, the global industry trade group for CMOs and major marketers, today announced the launch of an advertising attribution fraud assessment to tool to help the world’s leading brands identify the degree of risk against their own potential ad attribution fraud. The tool provides marketers with an initial estimate of the amount of attribution fraud 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.
“We have been leading the fight against ad fraud since the inception of our company,” said Charles Manning, Founder and CEO, Kochava. “Mobile fraud takes on different behaviors from display - and we are the clear leader in detecting and protecting against it for leading brands. Collaborating with the MMA on this free fraud assessment tool is an exciting step forward to shedding more light and fighting this rampant industry issue.”
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.
As every dollar spent has increasingly higher burdens for ROI, it’s important to understand the extent of the mobile app fraud to take proactive action and limit its impact. Kochava has built a comprehensive arsenal of algorithms and an up-to-date database of where attribution fraud exists across the reach of a marketer’s media buying efforts. In particular, the focus has been to prevent attribution fraud where bad actors use various tactics to steal attribution and claim the conversion for payment. Attribution fraud enables fictitious media sources to signal ‘impressions’ and ‘clicks’ into attribution tools where media was never displayed.
“The Attribution Fraud Assessment tool allows marketers a first step in assessing the impact and downside as a result of app advertising attribution fraud,” said Greg Stuart, CEO of MMA Global. “We encourage marketers to check their campaigns quickly with this tool as a preliminary guide to determine if they should invest more resources to combat fraud in their media ROI. We also invite all growth marketers to join the MMA community as we work to develop more insights and tools to support them.”
Kochava is algorithmically maintaining their database to reflect the current state of the number one issue in digital marketing: fraud. The Fraud Assessment Tool can identify the extent of attribution fraud that the properties of a brand are exposed to. It has been built to deliver a powerful fraud audit summary without requiring extensive data inputs to validate the assessment
In addition to the assessment tool, the MMA will be holding a series of education webinars featuring case studies from marketers on how they are addressing the issue of mobile ad fraud. Email [email protected] to be kept up to date.
To find out more about what percentage of your mobile ad budget is being wasted on fraud click here for your free fraud assessment.
Kochava Inc. is the leading attribution platform and host of the largest independent mobile data marketplace. The company provides secure, real-time data solutions to help brands establish identity, define and activate audiences, and measure and optimize all aspects of their marketing. Kochava provides enterprise brands with a consolidated Unified Audience Platform including data management and onboarding, cross-device configurable attribution, analytics, engagement, industry-leading fraud protection, and data enrichment. With a culture of customer-driven innovation, dedication to data security, and the most powerful tools in the ecosystem, Kochava is trusted by top brands to harness their data for growth. Headquartered in Sandpoint, Idaho, the company has offices globally. For more information visit their web site www.kochava.com. Follow Kochava on social media: Facebook, Twitter, and LinkedIn.
About the MMA:
Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers and sellers working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI measurement; and to advocate for mobile marketers.
Members include: 1-800-Flowers.com, Adobe, Ahold Delhaize, Allstate, Ally Financial, American Eagle, American Express, AT&T, Bank of America, Calvin Klein, Campbell’s, Carbon, JPMorgan Chase, Chipotle Mexican Grill, Chobani, Choice Hotels, Citi, Clear Channel Outdoor, Colgate Palmolive, Cuebiq, CVS Health, Dunkin’ Brands, eBay, E*TRADE, Electronic Arts, ESPN, Estee Lauder, Facebook, Ford, Foursquare, General Motors Company, Google, Hilton Worldwide, IBM Watson, Jumpshot, Kellogg Company, LinkedIn, L’Oreal, Marriott International, Match Group, Mastercard, McDonald’s, MillerCoors, Monster, NBCU, OpenMarket, OpenX, Pandora, Pfizer, Pinterest, PlaceIQ, Procter & Gamble, RetailMeNot, Salesforce, Samsung, Shire, SITO Mobile, Snap Inc., SUBWAY, Target Inc., The Coca-Cola Company, T- Mobile, Turner Broadcasting, Twitter, Uber, Unilever, Verizon Media Group, Verizon Connect, Vibes, Walmart, Waze, Yieldmo, Zurich and many more. The MMA’s global headquarters are located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information see www.mmaglobal.com.
Director of Public Relations, Kochava
Chief Strategy Officer