What is install fraud?Install fraud can be loosely categorized into two buckets: human and artificial.
Types of tactics that would constitute human install fraud would be things like device farms or phone farms.
Under the umbrella of artificial install fraud there are many ways to fake installs including the use of bots, server-based installs, install hijacking, DeviceID reset fraud, DeviceID reset marathons, and ad fraud hiding behind Limit Ad Tracking, among other things.
How does install fraud work?This type of fraud is most often perpetrated by ad networks or publishers trying to take advantage of CPI (cost per install) campaigns.
Under a CPI model, advertisers pay by the install meaning the more installs that are generated, the more money networks and published can make.
Install fraud detectionWhere install fraud was once hard to detect, comprehensive fraud dashboards now provide accessible, real-time insights – look for high concentrations of new devices to identify DeviceID reset fraud and large numbers of new devices at scale indicate DeviceID Reset Marathons.
Similarly, high app installs volume from DeviceIDs rated as suspicious indicate install fraud, particularly when accompanied by low retention rates.
High concentrations of installs from sources with Limit Ad Tracking enabled indicate install fraud.