Leonid Eletskih, Adjust

The Mobile Measurement Company

BERLIN • SAN FRANCISCO • ISTANBUL • TOKYO • BEIJING • SHANGHAISYDNEY • PARIS SINGAPORE • NEW YORK • SAO PAULO • LONDON

JAKARTA • SEOUL • MOSCOW

The Mobile Measurement Company 2

The New Look



Russian Mobile Market, Q1 2017


Games — Q1 2017, Retention Rate, Day 1 / 7 / 30

Organic Paid Organic Paid

Day 1

Russia 42,97 34,08 Russia 41,37 34,08

Day 1EMEA 39,24 34,69 EMEA 40,99 40,28APAC 39,33 32,20 APAC 40,17 38,85

US / CA 33,25 19,43 US / CA 39,19 40,97

Day 7

Russia 22,57 18,43 Russia 20,87 20,17


US / CA 17,64 19,43 US / CA 21,31 22,40

Day 30

Russia 12,92 11,85 Russia 9,78 10,30


US / CA 8,90 9,39 US / CA 10,47 10,98

Android Retention Rate, %%

iOS Retention Rate, %%


History of Measurement


SDK SDK SDK SDK

Your App

7

Ad Network

Ad Network

Ad Network

Ad Network

Ad Network

Ad Network

Problem that we had in 2011:+ Network conversion tracking duplicated & inconsistent+ Metric definitions dependent on network


Your App

8

Adjust SDK

Ad Network

Ad Network

Ad Network

Ad Network

Ad Network

Ad Network

Initial Adjust offering:Collect conversion tracking into a single SDKConsistent, independent measurement – fair to all parties


Your App

9

Adjust SDK

Ad Network

Third Party

BI Platform

Larger datasets (including organics or other non-conversions), more event detail, revenue data – all increasingly requested by partners.

— Where did that data go? — How was it used?

Ad Network

Analysis Provider

Ad Network


‣ Segmentation‣ Deep Links‣ Push Notifications‣ In-App Messaging

The market is moving beyond just installsBoost Re-engagement with

EVOLUTION OF METRIC FOR MOBILE

Engagement

InstallsClicks

2010 2012 2013 2017

Retargeting

Re-Engagement


Fraud Preventionvs

Fraud Detection 👎


The three different types of fraud

Click Spam

Simulated Devices

Servers Faking SDK Traffic/Installsthat never happened

Some App

*emarketer data

Risk for Mobile Ad fraud

Mobile Ad benchmarks worldwide: Share of attempted ad fraud, by app vertical, 2016*


+ Servers pretend to be apps and talk to analytics platforms. You can fake server calls by sniffing out the connections your device is making using free tools like Wireshark.

Fraud

+ Analytics SDK with SSL encryption+ Shared secret

Prevention

Faking HTTP calls to trigger false installs

+ Publishers are paid for fake installs+ Too many installs counted+ Retention rates very low

Effect


Simulated installs & behaviour

+ Exclude all IPs from known data centers, proxies, Tor exit nodes or cloud providers from attribution.

Fraud

Solution

+ Devices are simulated with full OS stack or are triggered by "mechanical turks" to create legit install requests.

Effect+ Installs (and events) attributed to fraudulent publishers+ Geo spoofing+ Undercounted retention rates


+ Limit number of clicks considered for fingerprinting from single IPs.

+ Detect extremely low yielding campaigns and deliver landing pages with Javascript to create redirects and stop crawlers.

Fraud

Solution

Background clicks (Click spamming & Preloading)

+ Apps that, without the users interaction, crawl ads and click through any URL they find to spam fingerprinting and claim organic traffic.

Effect+ Organic users are attributed to

publishers+ Ads show very strong in-app retention

& engagement (organic)+ Very low conversion rates


How to Segment Your Audience & Control Your Data


“But why?”

17


Gain control over your ad delivery‣ improve targeting

‣ make fraud much harder with defined users as target

‣ control ad exposure across multiple networks/campaigns

‣ decrease startup times for new campaigns (retargeting/exclusion)

‣ save money

18



‣ trackers – which campaign a user is attributed to;

‣ install date;‣ device type;‣ OS version;‣ users' country, region, or language;‣ previously executed events;‣ revenue and LTV;‣ time spent in the app;‣ last activity time;‣ installed app version;‣ any campaign data.


Leonid EletskikhHEAD OF SALES, EE & [email protected]

Moscow

White Nights 2017Booth G15

mailto:[email protected]

Business

Leonid Eletskih, Adjust