Mobile measurement and fraud prevention firm Adjust has launched Unbotify to end in-app bot fraud. A problem which the company estimates is responsible for apps losing around 10% of their revenue. With the global app economy expected to surpass $120 billion by the end of 2019, bots are a particularly pernicious problem.
Unlike mobile ad fraud, in-app bot fraud does not target an app’s marketing budget but attacks its business model after an install. Bots can be programmed to carry out various in-app events, and because they mimic human behavior, this type of fraud has become one of the hardest to detect and fight.
Unbotify uses biometric sensor data to build machine learning models based on real users’ behaviour. By learning an app’s natural user-flow, the solution can distinguish between humans and bots.
The Unbotify is available separately to Adjust’s Fraud Prevention Suite, which stops ad fraud – performance-based fraud that directly steals ad money from an app’s marketing budget. Because it is a standalone product, Unbotify can be implemented alongside Adjust’s or other vendors’ attribution service.
Bots can affect all apps in a number of ways, across every vertical. They can attack gaming apps’ communities or ruin their virtual currency economy, steal credit card data or scalp limited edition items from e-commerce businesses, and spam users on dating apps. Unbotify’s product adds another arrow to Adjust’s quiver, and forms the foundation of our next-generation in-app fraud protection tools.
Paul H. Müller, Co-Founder & CTO at Adjust