world in, according to research by Statista. To stand out in this universe of applications, marketing strategies have evolved to a new level of creativity and investment. We see advertisers increasingly Special Trade Contractors Email List
investing in UA ( user acquisition ) campaigns to promote their apps and ensure more installs and conversions . Millions of dollars are allocated to various media sources (Google, Facebook, affiliates, ad networks...) to drive traffic and new users to the apps. However, there are still few who invest in preventing invalid traffic . To give you an idea, data from shows that 7% of installations on iOS devices were not done by humans, the same for 12% of installations on Android.
Even worse, there was a 20% post-installation fraud rate in Apple's app market, resulting in the removal of 170 million fraudulent accounts. In addition to the financial loss to advertisers, fraud also has a negative impact on performance analysis and ad optimization . This is because the data mixes information from real users with fake, fraudulent or even unqualified users for the advertiser's purpose, hindering future strategic decisions.