Is Your App Safe from Mobile Ad Fraud?

What is Redirection Path?

The redirection path is the journey a mobile user takes when they click on a mobile ad which sends them to either the Google Play or Apple App store to install the app. In an ideal world, a mobile user is redirected to the app-install store—suggesting the ad network and advertiser partnership is working in harmony.

Ad networks or affiliates share advertisers’ placements with other parties to reach as many publishers as possible in the attempt to drive more traffic.

The original ad placement is typically rebrokered by multiple ad networks and their affiliates resulting in longer experiences by the user from the click of the mobile ad.

With redirection, sometimes the original bid is decreased each time an ad network rebrokers the campaign, hence lowering quality traffic at the end of the redirection funnel.

Consider the risks involved:

There are great risks associated with using a high number of stations and thus, so many redirections pop up in the path. Let’s look at these risks in greater detail:

Brand safety

You have every right to know which publishers show your ad in their placements. If you don’t know the stations in the path, you cannot be certain your ad will appear in brand-safe environments or other appropriate locations.

Incent Traffic

Although you’re running campaigns with reasonable bids, it’s possible to see networks capable of getting incent traffic with the smallest bids to generate more profit.

Fraudulent Traffic

If your link is subject to a high number of redirections, it means many parties are involved in sending traffic to your campaign. Opportunistic fraudsters will employ multiple redirections, giving them more chances to hijack campaigns.  

Disturbing User Experience

Sometimes an ad can be redirected to another app in the store, to an unrelated webpage, or even to nowhere, wasting your brand’s image and your marketing dollars.

Unethical Business

Sometimes a party can serve your ads at a higher price than you’re actually paying for time. So even though you’re paying in full, the rebroker will not compensate for some of the traffic they originally purchased from you. As a result, it may lead to hindering your app’s credibility.   

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