Using KPI Targets Against App Advertising Fraud

Many advertisers moved to KPIs and goals-based campaigns to better align their spending with their revenue. E.g., CPR (Pay per Registration), 30% installs should lead to registrations, or 20% installs should lead to wallet top-ups, etc.

The aim: Aligning the advertising costs with the business objectives. If an affiliate gives users who carry out transactions, it is worth the expense.

But, very quickly, it has also become their line of defense against fraud for many advertisers. Hey, it’s simple. If a publisher is acquiring a user who generates business for me, and that’s when I pay the publisher, why should I bother with fraud? Let there be a fraud. As long as I pay for an actual business transaction, I dont need to think about fraud. That is an incorrect approach to fraud and the topic for this research.Read more

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