Ad Fraud Monitoring and Prevention Tools: FraudScore Review
The issue of ad fraud has received a lot of attention over the last few years and for good reasons. As a matter of fact, 38% of digital media professionals see ad fraud as the biggest threat to the success of their marketing campaign in 2020, so having the right protection mechanisms in place can significantly increase your chances of success.
At lemonads, we’ve developed a wide range of in-house ad fraud detection mechanisms to help weed out deceitful interactions in our network. With this in mind, we also know that digital ad fraud is growing at a rampant pace, so we constantly work on improving our security measures and look for solutions that can help our members safeguard their campaigns.
In this edition of our anti-fraud tools review series, we’ll examine FraudScore, go over its features, and discuss the different ways this platform can protect you against deceitful interactions.
Ad Fraud at a Glimpse: How Big is the Problem?
According to research giant Juniper, the marketing industry lost 42 billion US dollars to ad fraud in 2019. If the issue is not addressed, projections suggest that ad fraud can cost a staggering $100 billion in 2023, which is equivalent to almost $274 million every single day.
In simple terms, ad fraud is already a major problem that affects all advertisers, publishers, and networks on a global scale. In order to minimize or completely avoid the effects of deceitful interactions, you need to implement a fraud monitoring and detection mechanism that can effectively filter out bad traffic from legitimate users.
This is where tools like FraudScore stand out as they can protect your campaign and give you valuable insights about each rejected interaction.
Everything You Need to Know About FraudScore
FraudScore is a dedicated fraud monitoring and prevention platform created by an elite group of independent developers, data scientists, and digital marketers. Founded back in 2016, the platform has become one of the best anti-fraud tools for advertisers and networks alike thanks to their variety of implementation options, making it one of the most dynamic anti-fraud tools available today.
Furthermore, advertisers and networks have access to all transaction details for both accepted and rejected conversions. This includes location data, IP addresses, and other key pieces of information that give you the upper hand in the fight against ad fraud.
Below, we’ll dissect some of the most important features and benefits of working with FraudScore.
Unique Fraud Analysis Mechanism
One of the reasons why this tool is called FraudScore is the unique mechanism it uses to analyze traffic and detect deceitful interactions. Instead of using a black-and-white system that tags conversions as fraudulent, it gives each interaction a fraud score.
The system analyzes more than 150 variables to determine whether a conversion is valid, dividing the results into one of four categories. These are good traffic, low index fraud, middle index fraud, and high index fraud. Through this mechanism, the platform provides a more wholesome view and justifies invalid conversions at the same time.
Real-Time Fraud Prevention Through SafeClick
SafeClick is one of the features available in FraudScore and it can block deceitful activity in real-time based on the quality of the click. It was developed due to the increased demand for a tool that can not only monitor and detect deceitful traffic, but also prevent it from recording conversions.
Users can set different parameters for the quality of the traffic they would like to accept and the SafeClick feature does the rest. For the SafeClick feature to work properly, you’ll need to have a real offer page as well as a fallback URL where you send low-quality traffic. The scoring mechanism remains the same, with the exception that low-quality is then redirected to a fallback URL that doesn’t record a conversion.
Detects Fraudulent Conversions, Installs, and Other Events
FraudScore has become a popular choice for advertisers and networks alike because it can help detect conversions, installs, and other event-based conversions. It works well with CPI, CPA, and CPL campaigns, consistently identifying traffic and giving valid reasons for any rejected interactions.
It’s important to note that the FraudScore team has implemented machine learning algorithms across the whole platform to detect new types of ad fraud automatically. And, the platform’s grading variables are constantly updated to include the latest identifiable patterns, which has allowed it to remain an industry leader for years.
Transparent and Reliable Results
Getting unbiased results is the only way to ensure the reliability of your data. FraudScore was developed by a group of independent entrepreneurs and it remains under their management today. The company is not part of any conglomerate, so it prides itself on delivering accurate and transparent data.
The FraudScore team stands behind its work, so its members routinely participate in ad fraud cases and help in negotiations between parties.
Covers All Parts of the Ad Funnel
FraudScore’s analysis mechanism inspects traffic throughout the entirety of your ad funnel, providing protection for advertisers in all stages of the buyer’s journey. The platform can block our deceitful traffic as early as the pre-bid and impression stages, but it continues to analyze behavioral patterns after each conversion in order to provide as much protection as possible.
Suitable for Desktop and Mobile Traffic
Most online searches are now conducted on mobile devices, but desktop traffic is still extremely valuable. Fortunately, this ad fraud detection tool is suitable for mobile and desktop campaigns because it takes slightly different variables into consideration for each type of traffic.
Desktop ad fraud attacks are usually performed using more rudimentary tactics. Mobile ad fraud, on the other hand, relies on click farms and harder-to-detect techniques. The team at FraudScore has specialized in identifying these nuances, so the company was able to develop a solution that’s effective in all scenarios, including in-app and video ad-fraud.
Algorithms Powered by Machine Learning
As we mentioned before, FraudScore employs platform-wide machine learning algorithms to automatically detect, score, and block malicious interactions. The machine learning protocols have been carefully crafted and trained to analyze large volumes of traffic across all campaigns being analyzed. This results in automatic updates and fraud prevention for every client.
Dedicated Account Manager
Every single FraudScore client gets a dedicated personal manager to help them set up, manage, and learn about the different features they have available through the platform. Your personal account manager can also help you read the reports, integrate FraudScore to your campaign or network, and teach you how to navigate the platform quickly.
Thanks to their extensive experience, personal managers are also experts at building fraud cases. Each manager can help his or her client use the data in arbitrage and the analytics team is readily available to join arguments and negotiations if necessary.
Integration that Takes Minutes
Networks and advertisers running their own agencies are always looking for tools that can seamlessly integrate with their current setup. FraudScore is extremely flexible because it offers different integration options, which include postback, pixel, API, or JStag integration. You can integrate FraudScore in minutes and it supports some of the most leading platforms, like:
Comprehensive Fraud Reporting Features
FraudScore has one of the most comprehensive reporting features available in any ad fraud detection software. It allows networks, advertisers, and other users to see a huge combination of metrics from different angles. You can generate reports specifically for advertisers, specific offers, location data, sources, types of ad fraud, and many more.
Continuous Updates and Improvements
Fraudsters are always finding new ways to target networks and advertisers, so the team at FraudScore works relentlessly to detect new types of fraud and make the appropriate updates. Not only this, but their in-house development team is constantly working to improve their scoring mechanism in terms of efficiency, speed, and overall performance.
What’s more, FraudScore collects client feedback to develop new features that improve the platform’s functionality. Like SafeClick, users can expect to see new features and capacities rolled out on a regular basis and contact their personal manager for more information.
Learn More About the Best Ad Fraud Detection and Monitoring Tools
Ad fraud is already a major issue that affects advertisers, networks, and other stakeholders in all corners of the world. If left unchecked, this issue can result in hundreds of billions in yearly losses and permanently cripple the digital advertising industry.
FraudScore is a powerful alternative that can help minimize ad fraud in your campaign or network, allowing you to focus on your efforts without worrying if the results you’re getting are actually real.
Packed with innovative features and powered by a robust scoring mechanism, this anti-fraud tool can help block deceitful interaction in real-time and provide comprehensive reports that allow you to make smarter decisions. This, combined with its responsive support team and flexible integration options, is the reason why FraudScore has earned our recommendation as one of the best ad fraud protection tools available.
I hope you enjoyed our review on FraudScore, to find out more about the best ad fraud tools in 2020, stay tuned to our blog or contact us today and we’ll be glad to help.
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