Adjust introduces new industry standard in fight against mobile ad fraud

  Mobile measurement and fraud prevention firm, Adjust, has unveiled its new ad fraud measurement standard: Click Validation Through Proof of Impression. With fraud forecast to cost the industry in excess of $50 billion by 2025, Adjust’s new standard is designed to give marketers greater clarity of ad clicks and bring more transparency to the sector.

The standard forms part of Adjust’s wider mission to combat mobile ad fraud and create a more honest and open ecosystem. Leading networks including Adcolony, Applift, Aarki, Chartboost, InMobi, ironSource, Liftoff, Vungle, and programmatic in-house software Kayzen have already begun implementing the new standard into their system.

The standard encourages ad networks to send impression data with a unique identifier that corresponds with resulting clicks from users. By requesting an impression before the click, it will make it possible to check if there was a matching engagement made by the same device – leading to more accurate attribution and less budget wasted on ad fraud. The new standard will first be piloted with select clients already using Adjust’s Fraud Prevention Suite.

The validation requirement dramatically increases the workload for fraudsters seeking to steal brands’ and advertisers’ ad budgets, particularly through the most prevalent methods of ad fraud in the market today: Click Injection and Click Spamming.

This new Click Validation industry standard raises the bar for fraudsters, making fraud far less lucrative. This step toward transparency is long overdue, and we invite all ad networks and attribution providers to adopt this new improved standard as soon as possible. Only by working together will we be able to get rid of ad fraud for good.

Paul H. Müller, Co-Founder & CTO at Adjust