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1、MOBILEADFRAUDWHAT24BILLIONCLICKSON700ADNETWORKSREVEALTUNEusesdozensofmeasurestoidentifymobileadfraud,includingtiming,geography,location,volume,devicefingerprints,andmore.Ourfraudanalysisreportingthenhighlightssuspiciousactivitysoyoucanverifyresultsandcompareadnetworksagainsteachotherata
2、deeperandmorecomprehensivelevelthananyothersolutiononthemarket(Alternatively,marketerscan“setandforget”fraudpreventiontoolstoautomaticallycutofftrafficthatisclearlyalmostallfraud.)Whatwe'veseensofarisconcerning:Averagefraudacrossalladnetworksis15.17%.Nootherattributioncompanyoffersthesa
3、melevelofvisibilitydowntothepublisher."Itiscrucialtodrilldowntothesub-publisherleveltoisolatespecifictrafficsourcesforfurtheranalysis,"saysTommaney."Thisenablesmarketerstopinpointwherethefraudulentactivityiscomingfrom,andworkwiththeadpartnertoeliminateit.”Thissystem-levelcomplexityispre
4、ciselywhyfraudstillexiststoday…inspiteofinnumerableattemptsbymanyplayersatalllevelsoftheadtechecosystemtostampitout.Most,ifnotall,fraudeliminationeffortstodaytreatadnetworksassingle,holisticunits.Withthesefirst-generationfraudtools,iftheadnetworkcontainspoorqualityorfraudulenttraffic,th
5、eonlypossiblesolutionformarketersistokillthatadnetwork.Thatseemslikejustice,andmayfeelliketheappropriatethingtodo.Butithastwomajorproblems.MOBILEADFRAUDTABLEOFCONTENTSExecutivesummary3Adfraud:A$16.4billionproblem?4Typesofmobileadfraud5Whatthedatashows:4billionclicksvia700adnetworks6Area
6、dnetworksallcrooked?9Howtofindgreatadnetworks:Starthere14Adnetworks:Whatyouneedtodotosolveadfraud15Marketers:Whatyoushoulddoifyouidentifyfraud17Fixingourindustry19AUTHOR:JOHNKOETSIERJohnKoetsierisTUNE’smobileeconomist.Hestudies,analyzes,andforecaststrendsaffectingthemobileecosystem./john
7、koetsierjohnkoetsier/johnkoetsierTUNEblogPAGE2Inaddition,23.3%ofadnetworkshavesignificantfraudlevels—over20%.Someoftheseareplainlyandsimplybadactorswhoareenablingfraud,shortchangingmarketers,andcausingproblemsfortheentireindustry.Someofthemarewell-meaningcompaniesthathavepaidfa
