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Quality Anti-Fraud, all the process

El fraude en el sector de la promoción de Apps es algo que se lleva comentando y hablando desde hace tiempo, algo en lo que Geenapp ponemos gran parte de nuestros esfuerzos en innovación. Y es que intentar bloquear a los tramposos no es una tarea sencilla pero sí factible.

Hay dos momentos a analizar cuando hablamos de anti-fraude en la atribución: el clic y la atribución en sí.

En la parte del clic hay varios sistemas sencillos a analizar. El primero de ellos es evidente: que la IP del usuario no sea de una máquina y sea realmente de un operador que ofrezca servicios de Internet a usuarios finales. Teniendo en cuenta que hay 2.500 millones de IP, es fácil, pero no tanto. Además hay que tener presentes las VPN, proxies, etc. Por otro lado tenemos otros elementos obvios, como dispositivos y versiones de sistemas operativos “que no cuadran”. Con esto eliminas muchos piratas, pero no todos, principalmente si no tienes un SDK en el que analizar realmente el dispositivo y su fiabilidad, momento en el que cambia el sistema.

Otro elemento básico en los clics es que siempre recibamos al menos dos datos: el identificador único del clic y la fuente de tráfico. Si me mandas la fuente de tráfico, Geenapp te podrá analizar la calidad y podré decirte que esa fuente está haciendo trampas, algo que al final te va a generar “scrubs” o conversiones inválidas que van a afectar a tu cuenta de resultados de forma negativa. Nadie quiere tener tramposos en su casa.

Por otro lado está la atribución. En general para realizar la atribución tenemos a los “trackers”, empresas que se dedican exclusivamente a ello. Aunque precisamente por esto, como su trabajo es realizar atribuciones (y cobran por ello) eliminar las que no son reales no parece entrar en el negocio de todos, al menos no de forma extensa.

En nuestro caso, cuando recibimos los S2S de la atribución solicitamos la mayor cantidad de información posible: IP, user-agent, identificadores de dispositivo… ¿Por qué? Básicamente porque si el sistema de atribución me manda toda la información voy a ser capaz de analizarla y de decidir no realizar la atribución a los tramposos. En estos casos realizamos una tarea de prevención para que aquellos que se creen que pueden mandar mucho tráfico fraudulento y esperan conseguir conversiones, tengan un sistema disuasorio para que no lo hagan, al menos no con Geenapp.

Si eres una ad-network y trabajas con trackers y otras ad-networks, por favor, solicita recibir toda la información que puedas para mejorar la calidad del cruce de información a todos los niveles. Cuanta más información tengamos, más posibilidades de combatir a los tramposos tenemos todos.

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Discarded Clicks

If you are already promoting our campaigns, you most probably have received a short e-mail informing you about this issue. If you are not, this article will be very useful for you for to understand more about our daily tasks to fight fraud in the mobile industry and increase the quality of the traffic we get for our advertisers.

Geenapp is a very smart-app platform that will detect where a user is coming from and what device he’s using. Also, it will analyze and detect other things, and depending on the sum of these characteristics, it will decide if the user is allowed or not to be redirected to the store.

Who are we dispatching?

The most common of all, country and device. Our campaigns are designed for specific countries and devices, so when a user who’s not a good fit for a certain offer clicks, the platform will discard and not take this users into account.

  • Click Dumping

This is our own term to describe the repeated human or non-human clicks on a particular link or ad, with the intention of inflating click counts, and the decreasing of conversion rates. According to some new research with GigaOM, around 40% of clicks are essentially worthless, creating a conversion rate to install an app from an app store of less than 0.1 percent. Trademob found that 22 percent of clicks are accidental, while 18 percent are fraudulent. We block all this garbage from traffic sources, so you get to see the real data.

click dumping

*Typical click dumper on our collective imagination.

 

  • Blocked sources

Our quality and anti fraud team analyzes several parameters for all our platform’s incoming traffic. Among all the elements that are constantly verified, are IP addresses and its reputation, hosting and service providers, Proxy and VPN connections. We get alerted when we see suspicious activity, and after carefully investigating the specific origin of it, we will block it definitely from our platform. We can add to this list the device’s reputation, which is also carefully analyzed for all our promotions.

We use our constant learning and advertiser’s feedback to blacklist these sources with irregular promotions. Each campaign running in our platform is a field that allows us to optimize our sources and improve the quality of our traffic.

  • Legacy or Robot traffic

Other things that we block are all clicks coming from a legacy device or search engine robot. A legacy device is an equipment that is outdated, obsolete or no longer in production. This includes all devices that are unsupported or no longer commonly used by most devices and software applications.

old mobile phones

*You won’t be making any profit with these.

 

  • Device

There is no device information. Or in other words, user is spoofing on our offers. Spoofing is, in general, a fraudulent practice in which communication is sent from an unknown source disguised as a source known to the receiver. For example, a user with a desktop software that allows him to disguise as an iPhone. This technique is commonly used to produce and simulate traffic for offers that in a normal situation would not be available for its device.

  • Desktop traffic

Not under a fraud classification, users who click on the ad from a desktop will not be redirected to the store. These users will be shown a QR code that will allow them to scan with a mobile device and continue with the download and open process.

  • Wall

Also not under a fraud classification, if you are promoting one of our apps and there is no active offer for it at the moment, we will apply you post-settings configuration and discard the click.
We are working hard to make our platform the safest choice for all parties: we help advertisers acquire real users, get higher conversion rates and receive the highest benefit from their investment. Our networks can get their traffic sorted out and cleansed via our platform, as well as knowing better their sources with real-non-inflated statistics, allowing them to redirect or eliminate non profitable users.

If you want to review all your Discarded Traffic, you can check the detailed report we created for you. It’s in your panel, under: Reports -> Discarded menu.
If you have any other doubt about our discarded clicks, contact us and we will gladly answer all your questions.