Adjust expands Coalition Against Ad Fraud by adding new partners

To combat advertising fraud more effectively, mobile ad attribution and analytics firm, Adjust, has expanded its Coalition Against Ad Fraud (CAAF) by adding new partners and launching a revised set of guidelines.

Performance advertising fraud continues to be a growing problem as mobile in-app ad spend is set to reach over $5.6 billion in the US. Adjust rolled out its Fraud Prevention Suite back in February 2016 to help marketers identify and prevent performance mobile ad fraud.

New CAAF members include AdAction, AdColony, AppLift, Aarki, Dynalyst, Fyber, i-mobile, InMobi, IronSource, Jampp, Liftoff, Nend, Remerge,  Vungle and YouAppi. They’ll be working together to create a solution to mobile ad fraud.

Christian Henschel, CEO of Adjust, explains that the CAAF has received a lot of interest from ad platforms since it was launched.

“[S]o we’ve created a program where we can work with partners that adhere to our guidelines that will help us mitigate the billion-dollar fraud market. It’s a critical issue plaguing every publisher in the mobile industry and it’s imperative that every facet of the advertising ecosystem work together to succeed. With CAAF, I believe we’ll continue to gain traction on preventing fraud.”

However, fraud rates aren’t all the same. They tend to vary by network and publishers, ranging from less than 1% to 10% of total media spend. According to the CAAF, it’s important not to deny attribution at the source in order to avoid fraudsters quickly disappearing to another network.

Adjust says that its own Fraud Prevention Suite is actively denying fraud from attribution up to around $1 million a day in saved ad budgets.

Brian Fox, CEO of AdAction says:

“We’re all seeing how ad fraud is negatively impacting the mobile industry and what’s at stake for the future if things don’t change. Joining CAAF gives us the opportunity to take a united stand with other industry experts, sharing our knowledge and experiences to help develop high-quality technology that prevents fraud and eliminates the rate at which it’s impacting advertisers’ ad spend.”

The CAAF guidelines must be adhered to by all its members. They include definitions on performance fraud in coordination with IAB standards. Member networks, for example, agree to reject poached organic traffic. In return, advertisers are not being charged for fraudulent activity. Henschel adds:

“Fighting fraud in the mobile advertising industry breaks down if we don’t work together, so developing and adhering to these guidelines is critical. We just can’t go it alone, we’ll be more effective in preventing mobile fraud together.”

Mobile advertising company, AppLift, which recently launched its own anti-fraud solution – Fraud Buster – said that joining the CAAF was part of the company’s commitment to fight mobile advertising fraud.

 “AppLift and Adjust fraud teams have been working extremely proactively together in the past two years, exchanging learnings from one another on how to find and circumvent fraud at its roots. We are happy to join the coalition and believe that with enough joint force by strong players in the industry, we can and will cut fraudulent activity,” Maor Sadra, AppLift’s MD and CRO said on joining CAAF.