Andreas Naumann is a Liftoff Mobile Hero
It’s no secret that Andreas Naumann, Adjust’s Head of Fraud, has done much to shape the industry. Without his efforts to spearhead Adjust’s Fraud Prevention Suite release in 2016, and his dedication to share lessons and learnings through his many talks, workshops and interviews since then, many more advertisers would likely be at the mercy of fraudsters — without even a clue as to what was happening.
More recently, Andreas earned the title Mobile Hero, further establishing him as one of the pre-eminent figures in mobile and a major force in the fight against ad fraud. It’s also the first time that a non-marketer joins the ranks of the Mobile Heroes, an honor so far reserved for marketing ninjas.
To mark the occasion, Liftoff, a member of the Coalition Against Ad Fraud, created a series of companion content around Andreas and his accolade, including an overview of the most threatening types of ad fraud out there today, an interview with “the man” himself — now immortalized in comic book form.
We recount the highlights from the Heroes feature to showcase what went into Andreas’ Mobile Heroes feature.
A Q&A with Andreas Naumann
Andreas is both an industry veteran and a well-known figure in the app industry — when he’s not busy being one of the leading innovators in the fight against mobile ad fraud.
The interview gives readers a small glimpse of what a “Fraud Meister” does, day-to-day:
I focus on education — primarily answering internal and external questions about our anti-fraud measures, or about fraud more broadly.
Head of Fraud, Adjust
Andreas also talks about his motivations behind his chosen role:
In the arms race against fraudsters, I find it very satisfying to finally figure out how “they did it,” and create working countermeasures based on our discoveries.
Head of Fraud, Adjust
But what are the best strategies when it comes to fighting fraud?
The way I think about it — which is also the way we implement our solution at Adjust — is that we need to cut the cash flow to the fraudulent players before attribution takes place. This approach keeps advertiser’s budgets actionable and reduces overhead from chargebacks and negotiations. At the same time this approach ensures that all installs are attributed to legitimate sources — even if fraudsters try to manipulate attribution.
Head of Fraud, Adjust
Attack of the Bots: Mobile Heroes Issue #4
In a surprise twist (among many) Andreas features in the latest issue of the Mobile Heroes comic. Will he survive a bot attack? Or is something more sinister in store?
We don’t want to spoil the fun, so click here to be taken straight to the comic to find out what happens — get a few secret tips on dealing with in-app bot fraud too.
3 common types of mobile ad fraud
The first article touches on the three most common forms of ad fraud that can attack every mobile device anywhere on the planet. Known as Click Spam, Click Injection and Fake installs, these methods of ad fraud deprive the industry of the lion’s share of nearly $5 billion globally. But marketers aren’t just at risk of losing a lot of money. These types of ad fraud infect both mobile phones and data, creating a downward spiral of poor decision making because marketers cater campaigns to users they don’t have and user behavior that doesn’t matter. It’s results that muddy the data and cost money. Andreas deep dives into each — and here’s a quick summary of how each fraud type works:
- Click Spamming poaches organic traffic by manipulating attribution, executing clicks on behalf of users who don’t know that it’s happening.
- Click Injections are a more sophisticated form of Click Spam perpetrated on Android devices. A fraudster triggers a user’s device at just the right time, with the right information to create a legitimate-looking “ad click” that steals CPI payout.
- A Fake Install defines what a fraudster does when they trick an attribution partner into tracking an install that hasn’t taken place on a real device, attributing it to a paid source
To combat these methods of fraud, Adjust introduced Click Validation, a new standard that matches click and impression data to validate whether a user has seen an ad. This simple but effective logic eliminates these three forms of spoofing for the vast majority of campaigns. Andreas’ blog goes into more detail on what the solution entails, and you can check it out here.