New solution aims to cut mobile app fraud

One of the ways developers can boost the popularity of their mobile apps is via pay-per-click advertising. But this leaves them open to fraud where bots can be used to generate large numbers of hits.

Mobile advertising technology firm AppLift is launching a new Fraud Buster tool, which combats app install fraud in real time to ensure users are genuine and deliver increased return on advertising spending.

"As fraudsters game mobile app installs to their benefit, the trust upon which the online advertising ecosystem is built erodes at an expedited rate," says Maor Sadra, CRO of AppLift. "The Fraud Buster arrests this growth from the start of the campaign as opposed to relying solely on historical analysis and traffic control."

Fraud Buster has been built following more than two years of anti-fraud pattern learning and statistical modeling, using a combination of machine learning, big data and human experience. Once activated, Fraud Buster is actively listening to the traffic across all channels of advertisers’ campaigns, acting as a shield to detect and prevent fraud in real time. It can be adjusted to advertisers‘ needs, such as size of app, and allows for a highly-customizable configuration that tailors custom rules based on their app and marketing needs.

"We are changing the way industry fraud is fought," adds Sadra. "The Fraud Buster's customizable configuration goes beyond what was previously available to app advertisers. The Fraud Buster is part of our commitment to fueling mobile advertisers' growth as well as upholding the highest standards of quality."

You can find out more on the AppLift website.

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