High index fraud traffic reduced from 26% to 2.4% in four months: Zorka.Mobi case-study by FraudScore

High index fraud traffic reduced from 26% to 2.4% in four months: Zorka.Mobi case-study by FraudScore

An advertising agency may find itself in a pretty hard position when it comes to providing customers with reliable data for future investment and campaign planning. An agency is always on the front lines and it collaborates with both advertisers and affiliates. Advertisers are searching for the most profitable (and price-attractive) channels and affiliates are looking to sell their traffic at the highest price. And when it comes to one of the most important tasks - traffic buying - an agency is always at risk since it has an obligation firstly to the advertiser by keeping them satisfied with ROMI, and secondly to the affiliate by controlling the reliability of their traffic. So present-day ad agencies are aware that the more money they save for their advertisers, the higher is the possibility to get the contract for the next ad campaign for this particular customer.
This case study is devoted to the partnership between Zorka.Mobi and FraudScore in their mutual efforts to fight ad fraud.

Background

Zorka.Mobi is a Creative Mobile Performance Agency. The company has been one of the top players in the global mobile marketing industry for four years. Zorka provides its customers with a full spectrum of mobile apps promotion activities:

  • strategy development
  • media planning
  • media buying
  • influencer marketing
  • ads buying (via DSP)
  • traffic buying (CPA, CPI)
  • publishing
  • in-store promotion
  • remarketing
  • etc.

The agency is famous for its distinct customer centric approach and its ability to bring to life any ideas that will benefit and promote the customer’s app. GameInsight, ZeptoLab, Pandao, AlibabaGroup, Mail.ru Group, Pixonic, Plarium are some of the company names among Zorka.Mobi’s extensive list of clients.

The Challenge

Reputation - one of the most valuable characteristics to an ad agency. It’s vital that an agency possesses the necessary tools when it comes to traffic acquisition for an app promotion:

  • control the quality of traffic and keep the fraud at its minimum level
  • view detailed traffic data from each external partner in terms of ad fraud
  • download user-friendly and detailed statistics for 3rd party arbitrage if ad fraud is detected.

Zorka.Mobi has faced a challenge to find a highly efficient fraud detection platform that provided understandable and reliable reports for arbitrage. The solution had to provide data reports in such a form and detail that affiliates could use it as a method of evaluation for potentially fraudulent traffic cases. And, on the other hand, the solution had to be reliable and prompt so that, in case of fraud detection, the agency would have been the first to know about the issue - not the advertiser himself after the fact of losing his money to fraudsters. Most fraud detection solutions on the market only gave an evaluation of whether traffic was fraudulent or not without the vast opportunities to drill down into the statistics and data to understand the details. If an affiliate started to ask the question as to why his traffic has been rejected, an agency could not give a comprehensive answer in most common cases. So it typically came down to a long-lasting arbitrage which cast a negative light on all relations and led to the inevitable future breach of contracts.

The Solution

After some research and comparisons Zorka.Mobi was referred to FraudScore. FraudScore product has been recommended as the tool that combines both highly efficient fraud fighting platform and a user-oriented reports for detected fraudulent traffic.

According to Ekaterina Temchenko, Senior Affiliate Manager Zorka.Mobi, - by takng a first look at the FraudScore dashboard and reports was enough to understand that such detailed, comprehensive, and vivid statistics are hard to find:

“We had the first glance at the platform together with our tech team, they have already integrated with FraudScore and we needed to take a look at the reports. We were surprised and glad to finally find fraud detection analytics that can be understood both by marketers and tech guys. Moreover, we found that FraudScore provides us with various traffic segmentations for our own research: sub-affiliates, devices, geo-regions, user devices, mobile operators - various segmentations that are not just informative and give a complete picture of detected fraud but also gives us vast possibilities to research and drill down into data”

FraudScore uses a specific approach to fraud detection - ML algorithms score each one of Zorka.Mobi’s conversion and assign it a particular fraud score - a grade that demonstrates whether the conversion is fraudulent and the probability that fraud is present.

FraudScore gives a vivid and detailed explanation why this particular conversion is fraudulent - not just “a verdict” but a detailed report as to why this is fraud.

“The way that FraudScore helps us understand the reasons for fraud detection - is a very unique approach. Zorka.Mobi is a creative mobile performance agency, we are top experts in our own field and not in fraud detection - that’s why we need a product that explains us everything about ad fraud. Then we are ready to use reports and data to arbitrage with our partners. We are able to negotiate and when a partner asks us a question - Why is this fraud and you want to reject it - we are able to give vivid, detailed and firm answers. Thanks to FraudScore, we know how to protect our point of view”

FraudScore.Action - a specific product that Zorka.Mobi uses for CPA campaign post-analysis. The agency works with in-app ads. Zorka.Mobi’s reputation as the agency that provides clean and high quality traffic is the most important factor for in-app marketing. Advertisers are looking for the best sources for in-app ads because the prices are pretty high in this field. So it’s vital that Zorka.Mobi keeps its good reputation with the advertisers by providing clean traffic, and for the partners also by running profitable offers thus ensuring that advertisers pay on time.

In in-app marketing, it’s vital that affiliates keep a high quality of traffic. But in reality Zorka.Mobi had faced a tricky case - affiliates sent 100% clear traffic at first, got payments and then - started to mix a share of fraudulent traffic. So for the advertisers, the situation looked disturbing - Zorka.Mobi was providing great traffic, offers were working but suddenly statistics went down contrary to the offers’ good turn out.. So Zorka.Mobi had to deal with a negative case by negotiating with the advertiser, then going to the affiliate to try and prove that his conversions were fraudulent. But thanks to FraudScore a shift has happened - the speed that FraudScore provided in fraud detection gave the necessary tools to Zorka.Mobi to resolve this case. The agency was now the first to detect the change in the quality of traffic. They had an opportunity to tackle this issue right at the moment when it occurred:

“With FraudScore we can now quickly go to the advertiser, explain that there has been a fraud trouble on our partner’s side, but we’ve tackled it and we’ve blocked this particular source and we’ll deal with it. The advertiser sees that we are a serious agency and we approve our reputation. We react to any changes in traffic quality and turn to the affiliate with detailed and reliable statistics - so we are honest with the advertiser about detected fraud, we are prompt in actions with the traffic provider. FraudScore allows us to react and take actions asap.”

A client can set a “fraud score level” on FraudScore platform:

This means that the system will send an automatic notification when the fraud score goes over a set score limit; and the system will also automatically reject those conversions. Zorka.Mobi has integrated FraudScore to its own “Partners Portal” where all the conversions with a particular fraud score are automatically marked as “fraudulent” and a signal is sent to the advertiser or an affiliate alerting them of the status. This particular FraudScore service allows Zorka.Mobi to automatically block traffic from partners whose fraud score is higher than the anticipated rate.

“We work with different companies and partners from around the globe and we’ve faced a lot of variations for fraud-detection reports. Usually, it’s an excel-file that shows some kind of statistics. It’s hard to trust it and to negotiate based on such reports. In FraudScore platform we’ve found various options for anti-fraud reports - pdf-files, screenshots even direct shorts links to particular report and data. That helped us to move our ability to understand and arbitrage the fraud issues to another level.”

The Case

Period: September 2018 - December 2018
Advertiser: Reactive Phone Ltd
App: Fines STSI — for STSI, traffic police
Link to the app: https://itunes.apple.com/ru/app/id407732503
GEO: Russia
Target action: the first unique payment of the fine.
Allowed traffic source: in-app
Platforms: iOS 9.0+

When working with mobile traffic, especially with in-app sources, it is very important to find a good anti-fraud system. If a client hasn’t used any anti-fraud system before contacting us, we usually recommend FraudScore. The case with Reactive Phone Ltd clearly illustrates that the quality of traffic can be improved if both the agency and the advertiser use the same anti-fraud system.

In this case, the quality of traffic was optimized by high index fraud and by CTIT. It’s important to note that fraud installs were not paid for by the advertiser. In order to improve traffic quality, we tracked it on a daily basis with the help of FraudScore and informed affiliates about the urgent need to stop the fraudulent sources. We also checked the advertiser’s reports once a week to make sure that our data matched. As a result of the hard work and careful verification of the sources for 4 months, we managed to reduce the percentage of high index fraud from 26% to 2.3%.

Conclusion

“We trust FraudScore so much that we’ve integrated the solution into our own platform and Partners Portal. We are more than satisfied that FraudScore is always there to help us understand fraud issues, the team is always quick to answer, very helpful, and always open to our feedback. We are sure that we are both heading to an even greater partnership and efficient fraud fight”

Together with the development of advertising technologies and techniques - fraudsters evolve, become more tech-savvy, and sophisticated. It’s vital that agencies and advertisers are protected and armed with the technologies that are both reliable and easy-to-use on a daily basis. FraudScore is proud to be a partner of Zorka.Mobi as they continue to grow their business and expand the boundaries of creative marketing performance.

  • I recommend to use FraudScore anti fraud solution. It really helps to avoid unnecessary risks and to cut off the fraud at the very beginning. Well done, guys!
    Olga Saburova, Account Manager at MobioNetwork
  • There are lots of manuals about earning money over the internet. Most of them are about making fraudulent mobile installs. As soon as new “manual” comes out we see peaks of low quality traffic. But as soon as we began using FraudScore service we cut managers who were working on checking traffic quality two times. Using their convenient report with set of filters, you can generate different type of reports showing you the traffic quality in different contexts. This helped us to find lots of cheaters and poor quality affiliates.
    Nickolay, CEO at Mobiaff.ru
  • FraudScore’s fraud monitoring system is particularly useful in this regard as it allows daily check on affiliates conversions and indicates the level of fraud detected for each conversion. The fact that the system not only monitors normal desktop traffic, but, also tracks and accurately reports on mobile traffic in relation to Emulators, VPN’s, Bot farms and IP pattern recognition allows us to make informed decisions when reviewing assigned affiliate caps and encouraging more traffic.
    Darren Williamson, Managing Director at CAN
  • FraudScore’s customer support is always there to provide valuable insights into the data and to assist in investigating issues with low quality traffic, giving their conclusion as an independent expert.
    Anna Fedotova, Headway Digital
  • For more than two years of working with mobile traffic we have been tried a lot of anti-fraud services offered by the market. Therefore we can confidently say that the truly worthwhile solution is the FraudScore. Strong technologies, convenient interface and the most effective support – it’s all about FraudScore. Since we started collaboration with this service the volume of fraud traffic in Zorka.Network has been almost reduced to zero.
    Oleg Gorelik, Affiliate Director at Zorka.Network
  • Fraudscore has been our first line of defense against measuring questionable traffic. As the mobile digital advertising landscape continually expands, it becomes complex as it relates to user attribution measurement. The need for precise data has never been more important to the success of our business and our clients marketing efforts. FraudScore’s engineers made integration seamless and user friendly. The user interface allows us to interpret the data correctly and in real-time to make the right decisions as it relates to protecting our clients brand integrity. I highly recommend their services.
    Moufid Al-Joundi, Curate Mobile
  • FraudScore has easy to handle APIs which permitted us to integrate fraud analysis findings into our own dashboards. Their own interface is very intuitive and offers infinite possibilities in terms of filtering and digging into data. FraudScore team is very receptive to users feedback and continuously introduces improvements to their product.
    Luis Barrague, HeadWay Digital
  • At Brisk Ads we take drastic measures to combat fraud, and with the help of FraudScore we are able to detect and eliminate any suspicious traffic. With the in-depth reports provided, we are able to identify any questionable sources; making sure that our clients only pay for legit and profitable users.
    Omar Mostafa, Brisk Ads

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