Mobile measurement and fraud prevention company, Adjust, has acquired cyber-security and AI startup Unbotify. The Tel Aviv-based technology startup has developed a solution that analyzes human behavior patterns within websites’ and mobile apps’ user-flows, to differentiate between bots and actual humans to help prevent fraud.
The digital industry is facing an all-embracing global challenge – advertising fraud. According to the World Federation of Advertisers (WFA), advertisers and brands will lose an estimated $50 billion as a result of ad fraud by 2025. One of the most problematic types of ad fraud is initiated by bots, which are able to fake human-like views, clicks and engagement KPIs on ad campaigns. Bot-based ad fraud can often stay under the radar for long periods of time and create huge volumes of fraudulent traffic.
Unbotify’s detection technology uses machine learning (ML) and deep learning to analyze hundreds of features extracted from data on device orientation, touch events, pressure sensitivity among others to detect bots. It empowers marketers to determine fraudulent bot activities without obscuring any legitimate human traffic – ensuring that app publishers engage with actual human audiences.
Christian Henschel, Co-Founder and CEO of Adjust
Fighting digital fraud is often referred to as a cat-and-mouse game, because fraudsters catch up so fast. That’s why we decided to not raise the bar just a little, but to look at the data points which are the hardest for them to fake – human behavior, thus flipping the fundamental economics in favor of the defender
Yaron Oliker, Co-Founder and CEO at Unbotify