DeviceID重置作弊_移动应用营销人员面临的新威胁（英文版）_20页_1mb

DeviceID Reset Fraud Summary

Core Content

DeviceID Reset Fraud is a newly discovered and highly prevalent form of mobile ad fraud that has become a major threat to app marketers. This type of fraud involves bad actors using phone farms to reset their DeviceIDs between each app install, generating fraudulent traffic that bypasses most real-time anti-fraud technologies. It is particularly dangerous because it mimics legitimate user behavior, making it difficult to detect and combat.

Key Findings

• Annual Cost: DeviceID Reset Fraud costs advertisers $1.1–$1.3 billion annually, accounting for more than 50% of all app install fraud.
• Fraud Rate: 1 in 10 non-organic installs is fraudulent due to DeviceID Reset Fraud.
• Global Reach: This fraud is widespread across the globe, not limited to specific regions or countries.
• Platform Impact: DeviceID Reset Fraud is equally rampant on iOS and Android, contrary to the misconception that Android is more vulnerable.
• Category Impact: It affects all key app categories, with Tools/Utilities (19.8%) and Entertainment (17.3%) being the most affected.
• Network Exposure: 16 of the top 100 ad networks are significantly exposed, with over 20% of installs coming from this fraud type.

Economic Impact

• Global Loss: Advertisers are expected to lose $2.2–$2.6 billion to app install fraud in 2017, with DeviceID Reset Fraud being a major contributor.
• Regional Distribution:
  • iOS: The top regions affected are North America (51.1%), Western Europe (19.5%), and North Pacific Asia (18.0%), which together account for 88% of all iOS-related DeviceID Reset Fraud.
  • Android: The top regions are North America (27.4%), Southeast Asia (8.2%), and North Pacific Asia (13.8%), with Southeast Asia having 7x higher fraud rates on Android compared to iOS.

Methodology

• Data Sample: AppsFlyer analyzed 1.1 billion app installs globally across 9,000+ apps and 550 media networks.
• Calculation: The economic impact was calculated by multiplying the weighted average cost per install by the number of fraudulent installs, and then factoring in AppsFlyer's 60% market share in mobile attribution.

Recommendations

• Marketers:

  • Redefine fraud expectations as part of their IO (Investment Optimization).
  • Enable transparent reporting to avoid billing disputes.
  • Demand more transparency from partners and networks.
  • Block fraud proactively to avoid confusion before disputes arise.
  • Enterprise-scale businesses are most at risk.

• Ad Networks:

  • Analyze data to identify exposure to DeviceID Reset Fraud.
  • Promote transparency to protect clients.

• Attribution Providers:

  • Educate the market about new fraud types.
  • Provide tools and transparency to help advertisers and networks detect and combat fraud.
  • Focus on improving business performance rather than engaging in endless reconciliation negotiations.

Combating Future Threats

To effectively combat the evolving nature of mobile ad fraud, the industry needs to combine three key elements:

1. Scale of Data: Enables a comprehensive view of the market and helps identify fraud patterns.
2. Advanced Machine Learning: Detects and responds to new fraud techniques.
3. Skilled Manpower: Professionals dedicated to identifying and solving emerging fraud issues.

Conclusion

DeviceID Reset Fraud is a significant and growing threat in the mobile advertising industry. It is not limited to any one platform, region, or app category, and its impact is substantial. Marketers, ad networks, and attribution providers must work together to implement robust anti-fraud measures and ensure transparency to protect their investments and business growth.