Fraud hits online publishers and advertisers on every platform, but mobile devices offer some special opportunities. And, as the types of mobile devices increase, the types of special vulnerabilities are likely to increase.
To get a sense of a few mobile-specific fraud weaknesses, we checked in recently with several experts.
For Maor Sadra, managing director and CRO of mobile ad platform AppLift, last-touch attribution for app installs is a key weak spot.
App installs are mostly priced as cost-per-install (CPI), he noted, where the advertiser whose ad is the customer’s last touch point gets the attributed credit — and therefore the payment for the app install.
“This is flawed by nature,” he said, since the first ad impression has the biggest impact. While multitouch attribution is becoming more common for many kinds of sales or actions, Sadra said last touch point is still common for app install payments.
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