Appsflyer-2018年Q1移动作弊现状报告（英文）-2018.4-36页-1mb

Summary of The State of Mobile Fraud Q1 2018

Core Content

This report highlights the growing threat of mobile app install fraud in Q1 2018, emphasizing the increasing sophistication of fraudsters and the need for robust, multi-layered anti-fraud strategies. It outlines the financial impact, fraud trends across platforms, verticals, and regions, as well as practical steps for marketers to protect their campaigns.

Key Findings

• Fraud is on the rise: Mobile app marketers faced a 30% increase in fraud compared to the 2017 quarterly average, with 700–800 million fraudulent installs worldwide.
• Fraud rate: The global rate of fraudulent installs reached 11.5%, meaning 1 in 10 installs are not real.
• Fraud comes in waves: Fraudsters adapt quickly to new protective measures, leading to a continuous cycle of evolving fraud tactics. This makes fraud a high-stakes arms race.
• Bots are now the most dangerous threat: By February 2018, bots accounted for over 30% of fraudulent installs, surpassing device farms.
• Android is more vulnerable: Android saw over three times more fraud than iOS, but iOS is also targeted due to higher payouts, with click flood being the most common attack.

Financial Exposure by Vertical

Shopping apps are the most affected due to their high CPIs and large scale, followed by Gaming, Finance, and Travel.

Fraud by Region

The United States leads in financial exposure due to high payouts and scale, while India, Indonesia, and Brazil are heavily targeted due to their large volumes.

Fraud Trends

• Click flood is the most common attack on iOS, with a 5x higher rate than Android.
• Device farms and bot attacks are the most prevalent fraud methods globally.
• Behavioral anomalies are increasingly used by fraudsters, requiring advanced detection tools.

Protection Strategies

• Protect360 uses machine learning and real-time data analysis to detect and block fraud.
• Key signals used for detection include click-to-install time (CTIT), conversion rates, referrer mismatching, and multi-touch contribution rates.
• DeviceRank helps block device farms by maintaining ratings for over 5.5 billion devices.
• Advertisers should prioritize fraud assessments, SDK updates, and transparent partnerships with ad networks to reduce exposure.

Best Practices for Marketers

1. Keep SDKs updated: Ensure the latest security features are in place.
2. Monitor data anomalies: Look for discrepancies between App Store numbers and reporting platforms.
3. Conduct fraud assessments: Use trend data to identify potential exposure.
4. Stay transparent: Define fraud terms with providers before campaigns begin.

Conclusion

Mobile fraud is a pervasive and evolving threat that affects all players in the ecosystem. It is not limited to a few large apps or specific regions. The financial exposure is rising due to higher payouts and larger campaign scales. To combat this, marketers must adopt multi-layered fraud detection solutions, maintain dedicated resources for fraud monitoring, and work closely with trusted partners to ensure brand safety and transparency.