How does Fraud Index work in Unliche?
Unliche is an campaign conversion driven platform which measures partner performance based on stringent campaign execution KPIs/Goals set by the advertiser. Thus in effect, there is a level of fraud prevention built into the system by the nature of the campaign definition.
Basically, there are mainly 3 possible fraud situations that may occur when running digital marketing campaigns:
1. Impression Fraud
which is seen in CPM (Cost per Mille) campaigns which are mainly branding campaigns executed to drive impressions of a digital advert on various app and/or web inventories. Unliche is not a CPM campaign measurement platform and is only exposed to impression traffic to the extent where partners may use CPM channels to deliver campaign conversions set as KPIs by advertisers.
2. Click Fraud
which is the practice of repeatedly clicking on an advertisement hosted on a website/app with the intention of generating revenue for the host website/app or draining revenue from the advertiser.
3. Device Fraud
which is a new type of advanced fraud, where phone farms are being used to reset IDs generating a colossal amount of fraudulent traffic that bypasses all other anti-fraud technologies.
Using proprietary algorithms, Unliche sets a traffic-wise Fraud Index for each campaign. Campaigns traffic is then sorted according to their High, Medium and Low Fraud Levels. One of the key parameters monitored closely by Unliche is scoring clicks against the rate at which clicks repeat from a network IP address within a given campaign while Devices are scored likewise based on repeat device IDs*.
Unliche’s fraud alerting acts as a powerful tool for advertisers to detect and stop any malicious activity. This helps in stopping and preventing further mobile fraud.
* Please note that we would be updating our fraud algorithms based on recent changes to Google’s and Apple’s device ID collection policy.