Home >> Marketing >> Article

TUNE Teams Up with Google To Help Stop App Install Fraud

27-November-2017
Font Size   16
TUNE Teams Up with Google To Help Stop App Install Fraud

TUNE, one of the global leader in mobile marketing, measurement today unveiled the results of a joint effort with Google Inc. (Nasdaq: GOOG) that will fundamentally address a growing type of mobile app ad fraud known as click injection on Android.

Click injection fraud is the process by which a non-human actor, such as a bot or malware installed on a mobile device, attempts to steal attribution credit and advertising dollars for a genuine app install. This happens when scripts or bots inject fake ad clicks between the time a person downloads and first opens an app. It’s estimated that in 2017 $139B of all paid media advertising worldwide will go toward mobile advertising with an estimated $7.5B spent by marketers in the United States on mobile app install advertising. TUNE estimates that click injection accounts for 30-40 percent of all mobile app install fraud and costs marketers more than $1.2B annually.

To counter this growing issue, Google has recently launched a new App Install Referral API that enables partners like TUNE to significantly reduce click injection fraud in the app ecosystem. TUNE is one of the mobile measurement solutions providers to integrate new Google Play data that details the exact time an app download began, directly into the TUNE Marketing Console.

This newly released data from Google on app installs, coupled with TUNE’s leading app attribution analytics, captures initial app download time and all clicks or events that take place between app download and the initial open, enabling marketers to precisely measure and remove fraudulent app installs driven by click injection. Marketers who use TUNE to measure app installs on Google Play have a new tool capable of identifying and ultimately ending fraudulent click injection without impacting real customer downloads.

“Over the last two years, we built new tools for fighting mobile ad fraud by enabling marketers and ad partners to work together, and we now lead the industry with the most granular approach” said Peter Hamilton, Chief Executive Officer at TUNE. “What was still missing in this fight was the direct cooperation with the platforms themselves, which is why this step with Google is such a powerful one. This data connection with Google is exactly what the industry needs to completely stamp out the practice of fraudulent click injection which will immediately eradicate nearly a third of mobile ad fraud. We look forward to continued collaboration with the brilliant teams at Google to making marketing more accountable.”

This is a significant win for marketers and app developers alike who spend time and financial resources to drive people to download their apps on Google Play. Poor quality traffic and mobile app install fraud accounts for an estimated $7B in wasted marketing spend annually. Ending click injection ad fraud will improve the quality of customers that marketers acquire via the Google Play store.

Tags TUNE Google

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey