Brand Safety

mFilterIt is the only solution provider that helps its customers ensure brand safety for their app and protects the apps from vulnerability. Apart from protecting the app from being visible on the incent walls, dark web etc., we also provide services for the alternate app store management.

Advertisers

Incent Activity Tracker

mAppVault (Apk Encryption & alternate app store tracking)

The Challenge

Advertisers’ apps are placed on alternate APK app stores, without the approval of advertisers. Malicious code is embedded along with the app which results in malware e.g. shortens a phone’s battery, slows down handsets and uses data bandwidth by increasing background data activity, displays bogus ads in the app, and in some cases results in information theft from the users, thus posing a major threat to the brand value of the app.

Our Solution

mFilterIt provides two levels of protection from this kind of fraud. Firstly, it uses proprietary algorithms & advanced tools to encrypt the apk, so that it cannot be decompiled. Each download is individually tracked and in case someone tries to modify the app, the tool provides an option to remotely kill the installation as well. Secondly, under App-store tracking service, mFilterIt’s BOT scans more than 30 Alternate App Stores for advertisers’ apps. The APK files are decompiled from the respective alternative app store and compared with the original files on the Google Play store. Any instance of additional malware code is flagged off to the advertiser. We provide wide coverage of your apps via alternate app stores, and help in improvement of your organic traffic and reach to customers.

Incent Activity Tracker

The Challenge

Basis the intent of the user, two key types of campaigns run in the market. Incent (where the user gets some incentive to install the app, such as a coupon/cashback etc.) and Non-incent (where the user clicks the ad to install the app due to actual interest in the app.) Generally, the cost of acquisition via incent campaigns is much lower than non-incent and in an ideal scenario, a publisher is supposed to do the acquisitions as per the requirement of the advertiser. However, fraudulent publishers run non-incent marketing campaigns over incent platforms where the user downloads or uses the app for a certain incentive rather than an actual interest in the app, which leads to the high amount of user churn for the advertiser. Further, there are many torrent and porn websites where advertiser’s website or app are promoted. This directly impacts the brand’s image:

  • Brand visibility at a substandard website affects the advertiser’s brand image
  • It brings low-quality users resulting in low engagement

Fraudulent publishers generally mix this traffic with high quality click spam/click injection traffic. This results in average quality traffic, making it difficult to identify fraud.

Our Solution

Identify fraudulent publishers who mix the incent traffic within non-incent traffic and flag to the advertiser. We track over 50 incent walls/ portals to see if the advertiser’s non-incent campaign appears at any of these. The list also includes a comprehensive list of porn and torrent websites.

In case the advertisement of the Client appears on the blacklisted locations, without their consent, our automated system clicks on the ad to identify the publisher. An automated report is generated and sent to the advertiser daily as a summary with all details of the fraud which helps advertisers identify publishers that are mixing incent traffic within non-incent traffic, basis which advertisers can take appropriate actions.

Customers of our App Fraud Protection Suite get the tracker integrated with their offering. The installs from the publisher are flagged under incent category automatically. Proof points of screenshots and tracking URLs are also provided to the advertisers.