ironSource blog

ironSource Launches Active Protect Program to Minimize Mobile Ad Fraud

ironSource today announced the launch of the Active Protect program, a program for mobile advertisers which aims to prevent the most frequent types of fraud on non-SDK traffic – primarily attribution and device manipulation – by blocking fraudulent or manipulated traffic in real-time and automatically re-crediting advertisers for any spend on fraudulent traffic.

Fighting mobile ad fraud today

“Fraud is an industry-wide issue which no one can afford to ignore, yet most ad networks today would prefer to put the burden of identifying and combating fraud on external providers, attribution companies, or even on the advertiser themselves,” said Omer Kaplan, CMO and co-founder at ironSource.

“Many of our advertisers are looking for high scale, but in order to achieve it they have to deal with a higher degree of risk. Our goal is to simplify and secure that process for them, so that they can run campaigns without worrying about checking for fraud or waste time appealing to a network to have their spend refunded.”

What is attribution manipulation?

Beyond the bot fraud associated with device manipulation, attribution manipulation has arisen as a critical challenge in the mobile advertising industry. The conflict between view-through and click-through attribution has created an uneven playing field where many publishers working on a click-only basis have developed sophisticated manipulation strategies designed to open attribution windows for every user who sees an ad. These range from misleading ads that generate unintentional clicks, to click stuffing, and ad stacking.

“The varied types of attribution manipulation all serve to obscure the clear delineation between organic and paid installs, making it incredibly difficult for advertisers to measure campaign efficiency and ROI. By addressing this issue as it happens in real-time, Active Protect is designed to create a safer space for advertisers in the current ecosystem.”

How we help advertisers minimize risk

The first of its kind in the industry, the program ensures that advertisers don’t pay for suspicious traffic, and additionally solves for a complicated dispute process where advertisers are forced to check data indicating potential fraud with media partners and prove fraud was committed source by source in order to recover their spend.

With ironSource Active Protect, advertisers are automatically re-credited with any money spent on installs deemed fraudulent according to the program’s thresholds. Membership to the program and access to fraud prevention is free.

Advertisers who are looking for large scale in their campaigns will typically run campaigns across a range of traffic sources, from direct SDK traffic, to direct API traffic and indirect supply inventory found on affiliate and display networks. Due to the less controlled nature of the environment, ads run on non-SDK traffic are at a higher risk of being exposed to different types of potential fraud.

“Even though 75% of our traffic today is SDK-based, we feel it’s our duty to ensure our advertisers are able to safely buy across any channel out there,” continued Kaplan. “We believe this is a service which should be part and parcel of the offering of any ad network that is serious about having a relationship of transparency and trust with their advertiser partners, and we’re committed to taking a leading role in fraud prevention so that our advertisers are able to drive sustainable and measurable user growth.”

Advertisers looking to join the program sign updated agreements which include the Active Protect thresholds as the agreed indicators of a potential fraud-related credit or refund. Since the fraud space continues to evolve at a fast pace, these thresholds will be periodically revisited and revised to ensure they continue to serve to identify potentially fraudulent or manipulated traffic.

At the end of every month the advertiser gets an automated report which will show any installs which fall outside the AP thresholds. Following the monthly report, participating advertisers will also get an automatic credit for any installs which were delivered and did not meet the agreed thresholds.

Get in touch with us here to learn more about Active Protect

ironSource Blog

The Source

CompanyChat
ironsource-singular-top-20-secure-ad-network

ironSource Named Top 20 Most Secure Network by Singular

Yevgeny Peres is the VP Growth at ironSource. In recent years, mobile ad fraud has become an industry-wide issue which affects every advertiser - their budgets, their reputation, and mainly their effectiveness in achieving sustainable growth. That’s why we’re excited to announce that ironSource has been named a Top 20 Secure Ad Network by Singular. Singular, a..

AdChat
warren-woodward-nexon-dominations-ironsource

Best Practices for Launching Your Mobile Gaming App: Pt. 2, Worldwide Launch

Warren Woodward is the Director of User Acquisition at NEXON M, the San Francisco division of Korea’s largest mobile gaming company and one of the ten largest gaming companies in the world. Their hugely popular games include DomiNations, Titanfall: Assault, and Battlejack. This is the second part in a three part series. To read part..

AppChat
what-is-mobile-ad-mediation

What is Mobile Ad Mediation and How Does it Help App Developers?

If you’re looking to monetize your app through ads, you’ve likely come across the term "mobile ad mediation." But while the term is thrown around quite often, it can be hard to understand whether or not the solution is right for your app. Let’s take a look at what it means, who it’s best for,..

AppChat
what-is-k-factor-app-developer

What the Hell is K Factor and How Can You Boost It?

Every app developer wants to understand how their app’s user base is growing, and how viral the app is. For this, look no further than your app’s K Factor. But what exactly does K Factor tell you about your app’s growth? And how can you work yours out? What is  K Factor?  K Factor is..

CompanyChat
tomer-bar-zeev-ironsource-ceo

ironSource CEO Tomer Bar-Zeev Among 100 Most Intriguing Entrepreneurs at 2017 Builders + Innovators Summit

Goldman Sachs is recognizing ironSource CEO and Co-Founder Tomer Bar-Zeev again as one of the 100 Most Intriguing Entrepreneurs of 2017 at its Builders + Innovators Summit in Santa Barbara, California. Goldman Sachs selected Bar-Zeev as one of 100 entrepreneurs from multiple industries to be honored at the two-day event. A technology veteran, Bar Zeev..

AppChat

Trends and Challenges in User Acquisition: Q&A with Playrix’s Artur Grigorjan

Artur is Head of Growth Marketing and is charged with the mission of finding unique opportunities to grow and improve the marketing efforts of Playrix - one of the biggest game developers in the world. They’re the team behind the wildly popular, and top-grossing titles of Township, Gardenscapes and Fishdom. Artur knows a thing or..

AppChat

What the Hell is ARPDAU and How Can You Boost It?

For an app developer wanting to understand more about the health of their app, there’s a whole load of metrics to choose from. Some give insight into the day-to-day, others take a longer view.   ARPDAU is a staple day-to-day metric developers should be using - but what exactly does it tell you about your..

AdChat
ironsource-launches-first-augmented-reality-mobile-ads-games-ar

ironSource Launches ‘World’s First’ Augmented Reality Ads for Mobile Games

This article originally appeared on VentureBeat.  Augmented reality is set to become more mainstream thanks to Apple’s ARKit and Google’s ARCore development platforms, marking the birth of a new marketing channel. And as with all shiny new objects, marketers are keen to start leveraging AR. Today ironSource — the mobile monetization and marketing company —  announced the launch..

AdChat
how-to-soft-launch-your-game-nexon-mobile-battle-jack-dominations

Best Practices for Launching Your Mobile Gaming App: Pt. 1, Soft Launch

Warren Woodward is the Director of User Acquisition at NEXON M, the San Francisco division of Korea’s largest mobile gaming company and one of the ten largest gaming companies in the world. Their hugely popular games include DomiNations, Titanfall: Assault, and Battlejack. In mobile gaming, the soft launch is critical - especially with oversaturated app..

Interested in becoming an ironSource partner?

We’d love to hear from you.