Blacklist (First-party) protection setting and report

Ad Fraud : BlackList

There are Ad Fraud types that use multiple physical devices to generate fake ad engagement, installs, and in-app events in order to steal advertising performance. These Fraudsters create fraudulent traffic that mimics real users by simulating user behaviour in a factory-like environment. This type of Ad Fraud is commonly referred to as Click Farms, as they operate like fraudulent traffic farms.

Since this type of Ad Fraud exhibits similar behaviour to real users and is typically detected after the fact, it is difficult to control it in advance. However, there are additional defence mechanisms needed to prevent it, such as 1) if similar user behaviour patterns persistently occur from a single publisher ID, 2) if the same user (advertising ID) repeatedly generates ad engagement, installs, and in-app events and 3) if a specific IP address range continues to generate traffic with similar patterns.

If the publisher ID, ad ID, and IP address information of the Fraudster causing Ad Fraud are clear, you can use the Black List (First-Party Level) function provided by Fraud Kill-Chain to prevent additional damage by adding them to the Black List.

Fraud Kill-Chain : Black List (First-Party Level) Setting

[[인용:경고:작게]]Please Note
1.It is recommended to discuss with the partner before adding a blacklisted item while the advertising campaign is still in progress.
2. We are in the development of the solution for automatically adding Third-Party Level information to the blacklist will be successful and beneficial for all the users.

Publisher ID (m_publisher)

You can blacklist a specific media partner's sub-publisher to identify it as Ad Fraud. The ID value format for adding to the blacklist is as follows

Settings

To blacklist a specific media partner's sub-publisher to identify it as Ad Fraud, follow the steps below:

1. Go to attribution > Fraud Kill-Chain Settings.
2. Select the Publisher(Site) ID on the Black List tab, then click the + Add button.
3. Enter the Publisher ID(Sub Publisher ID) to be added to the blacklist and select the media partner.
4. Click the Save button.

Based on the captured example, the following exclusion rules apply to the added Publisher(Site) ID:

1. If both Publisher ID and Sub Publisher ID are tracked, and each ID is the same, it is judged as Ad Fraud.

• Setting value: Publisher ID=abc, Sub Publisher ID=123
• Case 1: Publisher ID=abc, Sub Publisher ID=123 / Judged as Ad Fraud
• Case 2: Publisher ID=abc, Sub Publisher ID=456 / Not judged as Ad Fraud

2. If only the Publisher ID is tracked, even if only the Publisher ID is the same, it is judged as Ad Fraud.

• Setting value: Publisher ID=abc, Sub Publisher ID=123
• Case 1: Publisher ID=abc, Sub Publisher ID=None / Judged as Ad Fraud
• Case 2: Publisher ID=abc, Sub Publisher ID=456 / Not judged as Ad Fraud

ADID (Advertising ID)

You can blacklist specific users (advertising ID-ADID, IDFA) to identify incoming traffic as Ad Fraud.

Settings

To blacklist specific users (advertising ID-ADID, IDFA) and classify them as Ad Fraud during acquisition, you can follow the steps below:

1. Go to attribution > Fraud Kill-Chain Settings.
2. Select ADID (Advertising IDs) in the Black List tab and click the + Add button.
3. Enter the ADID (Advertising IDs) you want to blacklist.
4. Click Save.

The following exclusion rules apply to the ADID (Advertising IDs) added to the blacklist based on the example you provided:

1. If the ADID (Advertising ID) being acquired is included in the blacklist, it is classified as Ad Fraud.

• Setting value: 103e1267-ff9b-19b3-a456-416655342010
• Case 1. 103e1267-ff9b-19b3-a456-416655342010 / Classified as Ad Fraud
• Case 2. 11223255-gg1a-abc1-a456-112234543330 / Not classified as Ad Fraud

IP Address

Adding IP addresses that are identified as public IP addresses to the blacklist can help to identify Ad Fraud based on the IP address of the user when they enter.

Settings

Here are the steps to add IP addresses to the blacklist:

1. Go to attribution > Fraud Kill-Chain Settings.
2. Select IP Address on the Black List tab, and then click the +Add button.
3. Enter the IP address to be added to the blacklist.
4. Click the Save button.

Here are the exclusion rules for the added IP address, based on the captured example:

1. If the IP address of the introduced user is included in the blacklist, it is judged as Ad Fraud.
   • Setting value: 255.233.123.111
   • Case 1: 255.233.123.111 / Judged as Ad Fraud
   • Case 2: 12.23.143.123 / Not judged as Ad Frau

[[인용:정보:작게]]Fraud Kill-Chain Asset Save

 - Adding a blacklist can add to the Fraud Kill-Chain Asset menu.
 - These blacklists can be set on every Ad Campaign.