In the contemporary digital era, mobile apps have become omnipresent. Businesses have also poured millions into mobile advertisements to attract users to their mobile applications. But not all of those millions of dollars are spent wisely. Some of those dollars are lost to mobile advertising fraud–the generation of fake clicks, fake installs, or fake users to defraud the companies. 

That is a serious issue, and this is the reason many organisations are utilising mobile measurement platforms.

What Is a Mobile Measurement Platform?

A mobile measurement platform (MMP) is a tool that enables app developers and marketers to track how users interact with their app. It tracks where the users came from, how long they used the app, and what actions they took, but most importantly, it helps differentiate between real users and fake users. 

When an app company has media and runs ads to drive traffic to an app, it wants to know which ads are working. A mobile measurement platform enables advertisers to determine which ads have an effect. It collects data from all ad sources in one platform, thus allowing companies to make informed choices based on facts, rather than trying to guess.

How Apptrove Helps with Mobile Fraud Prevention

A great example of a mobile measurement platform is Apptrove. Businesses rely on Apptrove to analyse the effectiveness of their ad campaigns and to make good decisions in the fight against fraud.  Some of the benefits of using Apptrove include accurate and downloadable reports and very good fraud detection capabilities. 

With Apptrove, companies can visualize:

• Which ad networks are bringing real users
• Which campaigns have suspicious levels of activity
• How much of their ad budget is being wasted on buying fake installs

Knowledge like this allows for growth without fear. Companies can immediately stop wasting money on fraud, and they can invest their money in campaigns that are producing authentic users. Apptrove gives marketers power over their ad budget and increases confidence in their spending.

Why Mobile Ad Fraud Is a Big Problem

You may be asking yourself just how bad the mobile ad fraud is; mobile app fraud cost advertisers over $1.6 billion in the first half of 2022 alone.  That’s an incredible amount of money to waste. Fake installs, bots and click farms are all part of the problem.

It’s nearly impossible for any business to detect this kind of fraud without having a mobile measurement platform in place. Oftentimes, companies are scammed for months before they realise they are being scammed, and that is why utilising an MMP, like Apptrove, is not just useful, but necessary.

How a Mobile Measurement Platform Detects Fraud

Let us break it down. How does a mobile measurement platform stop fraud?

1. Click and Install Patterns

A mobile measurement platform examines the number of ad clicks versus installs. If there is a discrepancy between the clicks and installs (e.g., thousands of clicks but only a few installs), that could indicate fraud.

2. Device and IP Tracking

A mobile measurement platform examines the devices and IP addresses that are installed. If numerous installs are coming from the same IP address or dubious locations, the platform will flag that activity.

3. Measuring Behavioural Data

A mobile measurement platform will track what the users do after the install. Real users take time to explore the app. Fake users tend just to leave the app. This behavior can be easily tracked through technology.

Benefits of Using a Mobile Measurement Platform

Here are several reasons why every mobile application company should adopt a mobile measurement platform:

• Saves money by avoiding fraud
• Enhances advertising performance by showing what’s working
• Establishes trust with real data and unambiguous results
• Enables positive planning for future campaigns

Whether your business is big or small, one of the smartest things you can do for yourself is to have a mobile measurement platform in place.

Final Thoughts

With the rise of mobile ad fraud, businesses need to protect themselves. A mobile measurement platform provides the necessary tools to do so. The robust fraud detection, real-time tracking, and ability to generate actionable insights allow businesses to scale safely.

If you need a mobile measurement platform, Apptrove is a great option. It’s intuitive and easy to use, reliable and accurate, and helps you maintain a competitive advantage against fraud. Don’t wait until you’re out of pocket — act now to make your mobile advertising safer and smarter.