Blog A year of CAAF

On September 19th, 2017, we launched the Coalition Against Ad Fraud - known to many as CAAF.

Since then, the initiative has grown from a handful of fraud-focused partners, willing to take strong steps against mobile ad fraud, to a wealth of networks all over the world.

Alongside its growth CAAF has brought education, the key to defending against fraud, to the masses, providing members the opportunity to share knowledge together.

Through our ongoing work we’ve become better equipped to fight fraud, and have helped create solutions that have been shared industry-wide.

All the while, us and our members have never lost sight of our main goal: to end ad fraud for good.

What CAAF has achieved so far

Now boasting more than 20 members, and having hosted three global events, CAAF continues to go from strength to strength.

In the upcoming months we’ll be holding more events, first touching down in Tokyo, very soon. Not only that, but we’ve been hard at work creating guidelines for the coalition, to set shared industry standards for definitions of mobile ad fraud.

This will help support our ongoing discussions, and help us collectively get past the “what are we dealing with?”, to be able move onto the “how we can deal with the problem?”.

Who is a member of CAAF?

A total of 22 networks have joined the coalition. These include ironSource, Vungle, Aarki, Nend, i-mobile, Dynalyst, Applift, Inmobi, Fyber, Jampp, Remerge, Liftoff, Youappi, AdAction, AdColony,, Headway Digital, Zucks Network (United), Zucks Affiliate (United), Curate Media, Motive Interactive and Madvertise.

All have helped shape CAAF as we know it today, and all continue to contribute knowledge, ideas, and continued expertise to the group in ongoing online discussion and at our local meetings.

Importantly, this list isn’t static - as you’ll see, we’re constantly adding more to the group. In fact, we’re pleased to announce three new members.

Welcoming our three newest members

We’re proud to name Revmob, Chartboost and Moloco as new CAAF badgeholders. Below you can see what they have to say about the news.

DJ Jeon

Moloco's data-driven culture and industry-leading technology perfectly position us to seize victory in the fight against ad fraud. Fraud is the key challenge currently facing our community, and we are eager to work with all parties who accept our shared responsibility to clean the space. Organizations like CAAF represent a critical step toward finding the solution. Fraudsters are devious, but upstanding marketers working together will defeat them once and for all. Becoming a part of CAAF gives us the opportunity to best understand the frontiers and nuances of ad fraud. By joining forces to fight ad fraud, we can allow marketers to refocus on their actual job - delivering the right users at the right price point.

Pepe Agell

According to industry reports, 11.5% of mobile ad spend goes into fraudulent traffic. It is more important than ever that we come together as an industry to increase transparency, set clear parameters for fraud, and develop tools for detection and reporting. At Chartboost, we have a zero tolerance ad fraud policy and have a long trajectory of partnering with advertisers, publishers and data/attribution platforms to chase non-human traffic. That is why we are very excited to join Adjust’s Coalition Against Ad Fraud (CAAF). We are eager to be partnering with the brightest minds in the mobile landscape to share insights, improve detection methods and develop anti-fraud infrastructure.

Guilherme Souza

Eliminating fraud is an essential step towards Revmob's mission to delivering qualified customers in a smart, automated way, achieving our client’s KPIs. Fraudsters are getting more sophisticated every day, which requires us to invest heavily in anti-fraud solutions. As a tech company, we at Revmob decided to develop our own tools, not only to detect and block fraud right away, but also to prevent it. The experience accumulated since our first days in 2011 played an important role to ensure we have the most advanced weapons to fight this war. We are very excited to join CAAF to share and learn, as we believe only together we can win.

Now, advertisers can enlist!

We’re opening up CAAF to advertisers, aiming to add more powerful voices into the mix to call for more action on fraud in the industry.

If you’d like to know more, take a look at our CAAF page here, and contact us via the link if you’d like to consider joining. We’d be pleased to have you!

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