New offering aimed at combating click fraud in mobile apps.
Mobile app marketing platform Trademob has launched a new click fraud protection algorithm, which will become part of the company’s app marketing platform and smartBoost solution.
The firm recently conducted a study, which revealed that an average of 40 per cent of mobile ad clicks showed a conversion rate of less than 0.1 per cent. This can be attributed to click fraud and accidental clicks. “Trademob’s click fraud protection offering was developed in response to a growing body of data that showed the need for a solution that addresses the dollars mobile marketers spend without result,” said Ravi Kamran, CEO of Trademob. “We’ve seen fraud rates as high as 67 percent in a single campaign. Trademob’s fraud protection offering is the first product of its kind that ensures every dollar marketers spend is being put to work the way it should.”
Trademob’s new fraud protection solution is a heavily data-driven algorithm, designed to identify the sources of fraudulent clicks and eliminate further investment in those publishers. The platform works by integrating its click fraud protection with its optimisation engine to identify the most effective targeting settings for mobile app marketing campaigns. With over half a million mobile clicks tracked and analysed every day, the optimisation engine is based on a data pool that allows the continuous improvement of its granular optimisation algorithm.
The platform is aimed at helping mobile advertisers increase return on investment by up to 70 per cent by maximising efficient mobile ad spend. Existing using Trademob’s universal SDK will automatically benefit from the fraud protection service. “Our mission at Trademob is to make mobile advertising a highly efficient performance marketing and user acquisition channel,” said Kamran. “Fighting click fraud is a major step toward achieving this goal and further growing the trust of mobile marketers in this rapidly evolving space.”