The topic of this article from eMarketer’s Ross Benes is mobile attribution (app-install) fraud.
eMarketer estimates that $7.1 billion will be spent on mobile app install ads in 2018, up from $6.5 billion last year. App-install fraud refers to the practice where a company falsely gets credit for getting a user to download an app.
Fraudsters are trying to make a buck off the ad dollars that flow to mobile. Over the past 12 months, mobile attribution firm AppsFlyer analyzed 17 billion app installs across 7,000 apps worldwide. It found that the amount of install fraud roughly tripled. More than one-quarter of the installs that AppsFlyer analyzed in that timeframe were fraudulent.
Method Media Intelligence’s Praneet Sharma commented, stating that "there are two reasons that persistent install fraud is on the rise: utilization of low-fidelity identifiers and spoofing of attribution tracking."