Attribution-fu: Using Correlation Data to Track Marketing Attribution
mobile attribution analytics berlin • san francisco • istanbul • tokyo ...
Transcript of mobile attribution analytics berlin • san francisco • istanbul • tokyo ...
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We make data work for you 1
MOBILE ATTRIBUTION ANALYTICS
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS
2016
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We make data work for you
What is “fraud” anyway?
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We make data work for you
What are we up against - and how do we fight it?
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We make data work for you 4
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• Only use SDKs with SSL encryption for tracking
• Authenticate SDK traffic through e.g. shared secret
• Filter traffic from IPs belong to data servers and VPNs
• Look at device CPU (x64 vs ARM)
• Replaying install commands after sniffing unencrypted HTTP traffic
• Android: fully simulated devices in the cloud
• iOS: mechanical turks in low wage countries
Simulated installs & behaviour
Fraud Solution
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• Limit number of clicks considered for attribution from single IP or device id
• Measure click to install time distributions and detect outliers
• Analyze patterns of fraudulent campaigns
• Sending impressions as clicks
• Preloading clicks
• Apps that, without the users interaction, crawl ads and click
• Send lists of device ids claiming fake clicks
Claiming organic installs through click spamming
Fraud Solution
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What’s the difference between prevention and detection?
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ANONYMOUS IP FILTERING PURCHASE VERIFICATION DISTRIBUTION MODELING
Fraud Prevention Suite
adjust.com/fraud-prevention
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CO-FOUNDER & CTO
Paul H. Mü[email protected]
adjust HQ
BERLIN
Saarbrücker Strasse 38a 10405 Berlin Germany
BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAI • SYDNEY • PARIS www.adjust.com