A long-time client of a leading omnichannel demand-side
platform (DSP) added new partners to their media mix, which
resulted in a sudden performance downturn on the DSP’s
existing campaigns. The client’s marketing manager consulted
the DSP’s analysts and expressed concerns over traffic pattern
anomalies, such as high click-to-install ratios and abnormal
time-to-install outliers, amongst the new partners. The DSP
suspected that the new partners were stealing conversions
not only from their campaigns but also organic installs. This
was in spite of the advertiser having their current mobile
