Today, the San Francisco-based maker of mobile attribution and marketing analytics is launching Active Fraud Insights 2.0, hoping to set a new marketing industry standard for detecting fraud. The platform leverages metadata from 98 percent of the world’s mobile devices, and it uses proprietary advances in big data and machine learning. Ad fraud is causing an estimated $7.2 billion to $16.4 billion losses a year.
AppsFlyer’s tool can review ad network partners in an effort to combat mobile fraud, where an ad network or other party creates a fake user that tricks the advertiser into believing that a real human is downloading or using an app or game.
Active Fraud Insights 2.0 detects different kinds of fraud, including DeviceID reset fraud, install hijacking, click flooding, and more. AppsFlyer works with more than 2,500 ad networks to regulate their activity to minimize fraudulent traffic.
“Over the last two years, the scale and sophistication of mobile fraud has grown at an alarming rate,” said Oren Kaniel, CEO of AppsFlyer, in a statement.
