UNICORN by Adways Inc. – Fraud Prevention And Things You Should Take Notice Of In Future Advertising
CEO & Founder of Bulbit Inc. and Director at Adways Inc.
After joining Adways in 2007, Sho managed new media startups. On October 2009, he became in charge of PC affiliate service JANet. After that, he contributed to the startup of smartphone ad delivery service AppDriver. Currently, in addition to being a CEO overlooking new businesses and investment opportunities, he is also a producer for a fully automated marketing platform UNICORN aimed at app developers at Bulbit.
Before we start, please tell us the reason that made you want to start using SpiderAF.Originally at UNICORN, we were proud that we were doing our own countermeasures on the delivery performance basis. But the real reason was that we wanted to see from a third person point of view if those measures really worked. In addition, because our measures only made judgements on post-transmission performances, it was a good procedure for prevention prior to anything happening. With the idea of SpiderAF’s Shared Blacklist (SBL) becoming a reality, we wanted to use SpiderAF because by sharing our company’s data, we can help contribute to the development of a safer digital ad industry.
Fraud Prevention Prior To Using SpiderAF
What kind of fraud prevention did you do at UNICORN before you using SpiderAF?UNICORN developed an in-house mechanism that automatically detects and eliminates things that do not lead to advertising effects, such as false taps, in order to provide the essential value of advertising from the start. As a result of that, it got connected with fraud prevention. Specifically, on UNICORN: ・Detects abnormal values and excludes them from purchase ・Detection and exclusion of erroneous banner taps ・Exclude unauthorized domains from purchase ・unsafe IP is excluded from purchase And a variety of other countermeasures.
When Does Ad Fraud Become a Major Problem?
I think that you were using fraud prevention before the term became more common, but when do you think that it became a major problem?
Currently (August/2019) if we were to talk about the market cost for 1 download on the developer side (CPI), it would cost about $10 on a mobile game. If we were to compare future Web registrations, ad revenues for other companies will be high but in addition that would mean that ad fraud can happen on Web registrations in very simple steps. I think that this sort of method has spread so much that it’s being labeled as a societal problem.
Protection Against Sophisticated Ad Fraud
I think that simple fraud such as bots and click farms were very common in the past. But, I think that these last few years we’ve seen more highly sophisticated large scale fraud such as click injection and click flooding. Do you think that there is a necessity to make countermeasures for those types of fraud?At UNICORN, because we are chasing after data from the ad display those types of large scale fraud almost never occurred. But, if we were to talk about a CPI rewards system in which distributes only the ad link kind of system, those are more prone to be afflicted with ad fraud. Because of that, I think that countermeasures are necessary. Adways group has an affiliate network called Smart-C which I use to kind of see ourselves as the target of ad fraud, then use SpiderAF and try to make efforts to prevent ad fraud.
When you started using SpiderAF, what part did you feel particularly impressed with?
What The Whole Industry Needs To Tackle
Lately the whole ad network industry has had a pretty bad image, but what do you think they should do?
Please tell us what sets UNICORN apart.
We are not only pursuing surface level KPIs, but we are always thinking about how advertising should be valuable to advertisers and users. If we can set the distribution by looking at the data 24 hours a day, we are reflecting on the system how it is distributed, how to incorporate human emotions, what is correct, etc. In fact, if business and engineering are not well integrated, I think it would be difficult to create a platform that can provide these intrinsic values. I think that what sets us apart is that we are trying to return value to advertisers and users in this way.
Any closing words?
Thank you very much！Learn more about Adways’s services, including UNICORN, here: https://www.adways.net/en/service/