Viber saved 10% of its marketing budget, which could then be reinvested in real users.
More freedom to experiment safely.
Viber no longer just look at the top KPIs but also includes fraud rate as an evaluator.
Viber is a free instant messaging and calling app that allows you to connect with friends and family no matter where you are. Founded by Viber Media in 2010, Viber initially launched its iPhone version in 2010, and released an Android version in 2012.
The app now has over 800 million users who can communicate with one another using several different features including Viber’s VoIP video calls, one-on-one messaging and group chats, sticker packs, and much more. In 2014, Viber was acquired by Japanese electronic commerce and Internet company, Rakuten, for $900 million.
Viber saved 10% of its marketing budget
“On the first month of onboarding the new network, we received premium quality traffic, whereas once we approved the network and scaled the budget, the network’s traffic fraud rates rose from 2% to a whopping 40%,” says Blum. “This was, surprisingly, something that repeated itself in several of the networks we worked with. FPS allows us to experiment with and test new sources so that we know our budgets are targeted towards legitimate users only.”
The use of FPS also resulted in the following:
- Most of the rejected installs came from distribution modeling.
- FPS meant no wasted budgets on fraudulent traffic and meant Viber could acquire users who would convert. On average the company saved 10% of its marketing budget, which could then be reinvested in real users.
- FPS gave Viber more freedom with the agency so it could experiment safely.
- Viber has now changed its internal evaluating logic for network quality. They no longer just look at the top KPIs but also include fraud rate as an evaluator. Now, if a partner reaches more than 20% of fraud Viber discontinues working with that partner.