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App Ad Traffic Validation

Proprietary & Confidential

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This Is Us
Top Specialists for Ad Fraud, Brand Safety & Analytics

Worldwide Presence: Delhi,

200+ Employees
Operations Since 2015 Bangalore, Mumbai, UAE, Indonesia,
Japan, Australia, USA

Our Valuable Clients

Gaming & Ed Tech

Ecommerce & D2C

0TT & Media

BFSI

FMCG and F&B

Telecom & Others

Our Ecosystems And Associations

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Our Product Portfolio
Empowering Brands Globally

― App Fraud Detection Ad Traffic Validation

― Web Fraud Detection
― Lead Fraud Detection Protect your campaigns from Ad-fraud on both App & Web to get
― Programmatic Fraud Detection Solution immediate gain in ROAS throughout the customer acquisition
― Retargeting Fraud Detection
journey.
― Coupon/ Referral Fraud Solution
― DCB VAS Fraud Detection

Brand Hygiene Protection

― Safety & Contextual Relevancy for Media Guard your brand image and value from irrelevant media
Placements placements & infringements by ensuring digital campaigns run
― Protection from Intellectual Property Rights with Advertiser & globally recognized brand guidelines (GARM)
Contraventions

mScanIt Competitive Intelligence

― Ecommerce Analytics
Powering digital commerce growth with dynamic actionable insights for
― Search Ad Analytics
― Execution Compliance & Safety retailers, brands & agencies by providing them with reliable & real – time
market intelligence

$400 Mn+ 3B+ 2B+ 15%

Saved For Clients Unique Device Ad Transactions Average ROAS
Coverage Validated Weekly Improvement
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Fraud Types & Categories

IP Click Distribution Device Fraud Incent Device Farm Injection

Fraud Fraud Fraud Fraud Fraud

Blacklisted IP Click Spam OS Fake Devices High CR Device Farm MSISDN Injection
setup Failure
Duplicate IP Fake Attribution ISP Duplicate User Click Under MSISDN IP
Suspicious apps
Mismatch
& websites
VPN/Proxy Fake Clicks Device APK Fraud
Network traffic
monitored for
Incorrect Region
Fake clicks

Incorrect Telco Verify full click

path

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App Fraud Detection

The Problem The Solution

Fake Attribution
Attribution for an app download (organic and
inorganic) is captured through a fraudulent app Machine Learning based Tracks characteristics of each
algorithms to accurately device as per what it should
track repeat users, fake be to check authenticity of
Device Farms devices device
Create fake engagement through large number
of devices to give impression of legitimate
activity
Detect installs/ events
Click Spam Network effect of millions of
coming from Blacklisted IPs,
data points across multiple
Fake clicks generated in the background to BOTs and compromised
customers and devices
capture organic app installs devices

Fake Devices
BOTS mirror human behaviour making it difficult Partnership with GSMA Check data patterns of various
to distinguish real users from fake users provides real time legal events to ascertain behavioral
IMEI information aspects of an ad campaign

Proprietary & Confidential

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Why mFilterIt over MMP Fraud Checks?
A capability comparison between mFilterIt & MMPs/ Attribution Platforms w.r.t. to Advertising Fraud & Safety

Acquisition Brand Safety User Fraud

App Fraud mF MMP mF MMP mF MMP

Pre Bid Coupon Reuse

Search Abuse
BOT Fraud Cashback Abuse
Third Party APK
Device Fraud Referral Abuse
Incent Walls
Device Farm
YouTube Safety
Click Fraud
Fake Promotions
Click Under/ Incent
Fake Coupons
Event Fraud

Web Fraud mF MMP Retargeting Fraud Reseller Fraud

BOT Visits

Fake Leads
mF MMP mF MMP
Organic Stealing

Clicks Injection

mF mFilterIt MMP Media Management/ Attribution Platforms

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Integration - App Fraud Solution

Attribution mFilterIt Basic Integration –

Platform Server Attribution Platform
(Mandatory)

• mFilterIt pre-integrated with all

Transactional Statistics major attribution platforms such as
Basic

Singular, Adjust, Appsflyer, Branch,

Kochava etc.
API/ Postback
Integration • API integration is simple and quick
and is done by sharing an API key,
depending upon attribution
platform capability

Advanced Integration – SDK

within App
mFilterIt
(Optional)
Advanced

SDK embedded in • By embedding our SDK in App, our

Dashboard fraud detection capabilities
App
Fraud statistics are increase with validation of device
Device Attributes provided in a GUI parameters.
based dashboard • Our GDPR compliant SDK (50kb)
embeds in the advertiser’s app and
Advertiser mFilterIt
gets activated only on first install
App SDK Information Flow and open event on the mobile app.
Integration

Proprietary & Confidential

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mFilterIt Value Proposition

Financial Impact
Save media costs upto 30% of Advertising Cost, improve ROI upto
3X on conversions
Data Integrity
Data Integrity to ensure any contact effort is spent on genuine
users
Brand Safety
Ensure Brand Safety and check for search abuse

Cross-Funnel Coverage
Detect and Prevent fraud across your funnel

Partner Management
Optimize you publisher ecosystem

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Thank You!

Proprietary & Confidential