Liftoff Mobile, Inc. · NASDAQ:LFTO
Liftoff Mobile — Webinar: Strategies to Prevent Mobile Ad Fraud (February 2018)
24 slides from Liftoff Mobile's conference presentation, February 2018
Slide 1: Strategies to Prevent Mobile Ad Fraud & Save your Marketing Budget
WEBINAR Strategies to Prevent Mobile Ad Fraud & Save your Marketing Budget
Slide 2: Meet the Panelists
Meet the Panelists Dennis Mink Andry Supian Fabien Nicolas Shamanth Rao VP Marketing Product Manager Head of Growth VP of Growth 2
Slide 3: What We Will Cover
What We Will Cover 1 How big is the problem? 2 Most common types of mobile ad fraud 3 How Liftoff prevents mobile ad fraud 4 Q&A and strategies from panelists 3
Slide 4: Liftoff is a performance-based app marketing platform
“ Liftoff is a performance-based, app marketing platform helping companies drive adoption and “ engagement in mobile apps.
Slide 5: Recognized as a top rated fraud-free mobile channel
Recognized as a top rated fraud-free mobile channel 5
Slide 6: How BIG is the PROBLEM?
How BIG is the PROBLEM ?
Slide 7: $1B lost on fraudulent installs in 2016
In 2016, mobile advertisers lost over $1B on fraudulent installs Source: VentureBeat, 2016
Slide 8: $2.6B in 2017
This number more than doubled to $2.6B in 2017 Source: VentureBeat, 2017
Slide 9: 3 Main Types of Mobile Ad Fraud
3 Main Types of Mobile Ad Fraud: ● Click Spam ● Click Injection ● Fake Installs 9
Slide 10: Click Spam
Click Spam Click spamming occurs when a fraudulent app sends clicks in the background in hopes that one of the clicks will be attributed to an organic install. How to detect: ● Extremely low click-to-install and post-install conversion rates ● High amounts of duplicate clicks from the same user on t
Slide 11: Click Injection
Click Injection Click injection is a sophisticated type of mobile fraud that only occurs in Android devices. When an organic install happens, the perpetrating app sends a fraudulent click report, effectively stealing the “last-click” attribution. How to detect: Extremely short click-to-install time
Slide 12: Fake Installs
Fake Installs A fake install is accomplished by using device emulation software in virtualized environments to make it appear as if an install or post-install event occurred. How to detect: Devices coming from anonymized / masked IP addresses 12
Slide 13: How LIFTOFF Prevents mobile AD FRAUD?
How LIFTOFF Prevents mobile AD FRAUD ?
Slide 14: 3 Key Technologies for Preventing Fraud
3 Key Technologies for Preventing Fraud Bad Bid Request Filtering 2 Billion Fraud Free Devices Post-install Optimization Bad bid request filtering, which A database of over 2 billion verified Campaign optimization for detects 10 different types of fraud free mobile devices post-install engagement fr
Slide 15: 10 Types of Suspicious Bid Requests
10 Types of Suspicious Bid Requests Bid request rate too high Poor performing app names Blank device ID Too many source apps 87% Non-standard device ID formatting App Store ID missing App Store ID invalid Source app blacklisted Invalid IP address Blacklisted IP address 15
Slide 16: Definitions of Top 4 Bad Bid Requests
Definitions of Top 4 ● Bid request rate too high A device ID that makes an abnormally BAD BID REQUESTS high amount of bid requests a day ● Poor performing app names App names containing certain keywords that are historically poor performing ● No device ID Automatically exclude bid requests with a mi
Slide 17: Q&A Submit your questions!
? Q&A Submit your questions!
Slide 18: Tell us about your first experience dealing with mobile ad fraud
“ Tell us about your first experience dealing with mobile ad fraud. “
Slide 19: Biggest obstacles when dealing with fraud
“What are some of the biggest obstacles you face when dealing “ with fraud?
Slide 20: What tools and services have you used?
“ What tools and services have you used? What worked well or not so “ well?
Slide 21: Experience with MMP fraud prevention tools
“ MMPs (attribution tracking services) all offer fraud detection solutions. What experience do you“ have with MMP fraud prevention tools?
Slide 22: Who is responsible for curbing mobile fraud?
“ Who do you believe is responsible for curbing mobile fraud? Ad networks and exchanges? DSPs? “ MMPs? The government?
Slide 23: Concrete suggestions for less experienced marketers
“What are 3 concrete suggestions you can offer other marketers who “ have less experience with fraud?
Slide 24: Thanks!
Thanks! You can find more information at www.liftoff.io
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