Ad fraud isn’t a new thing that’s yet to be discovered by the marketing and advertising industry. But there is another type of fraud that is being ignored daily: giving it time to grow rapidly and harm unassuming victims — attribution fraud.
There can be several types of app install fraud, but attribution fraud has one characteristic that distinguishes it from others and makes it more challenging for everyone to detect.
In our recent conversation with Faisal Abidi, Co-founder of RNF Technologies, we learned how swiftly fraudulent vendors are swooping in to manipulate last-click attributions using a variety of questionable ways. How does it affect the marketer? Well, in the end, regardless of whether the approach was organic or inorganic, the marketer is obliged to pay for the number of installs they were expecting.
But you don’t have to worry much about it as there have been advances in cross-device attribution methodologies using which marketers can now affiliate the investment in channels, regions, or media types by tailoring controlled experiments.
Using these tailored controlled experiments can be highly beneficial as it allows you to link a particular marketing strategy to an inevitable economic outcome, leaving only a few scopes for the fraudsters.
Examine Advertising Expenditures Concerning Expected Results
Are you into a marketing business and don’t want to face attribute fraud? Well, take a tip given by marketing expert Faisal Abidi, who is also the co-owner of Phonato Studios, a sister company of RNF Technologies; he suggests that the marketers must take a holistic approach while curating a campaign and processing it through different channels in order steer clear of the fraud.
One way to do it would be by implementing a scientific experimentation framework using a cross-channel technology measurement partner. Do you have any idea about such a framework? If not, then you are in luck as we have elaborated them for you; check below-
Start by running subtle and isolated experiments to gather a better understanding of each investment you make:
You must have noticed that many prominent marketers run parallel experiments while investing in getting an entire understanding of the investments and returns. The best thing about this superior experimental framework is that it runs in real-time, normalizes reporting, and demonstrates the real cause of the fraud rather than just focusing on the correlation.
Use multiple devices to measure conversions:
In our last interview with him, Faisal Abidi talked openly about attribution fraud and elaborated on the role and nature of today’s modern consumer nature and the conversion path in identifying and fighting fraud.
Graph technologies play an essential role in identifying and preventing impression-level attribution fraud as they are fit for uniquely identifying users available across several touchpoints and touchpoints that are outside of the paid media. Built on this foundation, transparent multi-touch attribution models assist marketers in detecting fraudulent impressions and invalidating them, eventually giving credit to the proper touchpoint in the consumer journey.
Extend Partnership to Those Who You Trust:
Fraudsters try to traverse every possible way to find financial benefit as the marketing industry is experiencing a great cash flow. And just like in any other financial relationship, you must know and trust your partner in the marketing world as they’d be the one to stand by you in your profit and loss; choose wisely!
Conclusion
There has never been a better opportunity to switch to more thorough attribution models that, at the very least, reflect reality, given the enormous sums of money international advertisers spend on digital media.
Digital marketing is becoming more fragmented and complex, which requires a holistic overview of investments made; businesses should monitor all the devices, channels, and media types and must gather a proper understanding of attribution. Once an advertiser keeps a track of these things, attribution fraud can become easier to prevent. Until then, keep exploring your way out of it!