{"id":6084,"date":"2021-04-21T14:19:39","date_gmt":"2021-04-21T14:19:39","guid":{"rendered":"https:\/\/ad4screen.com\/fraude\/"},"modified":"2021-08-26T13:59:35","modified_gmt":"2021-08-26T13:59:35","slug":"fraude","status":"publish","type":"post","link":"https:\/\/ad4screen.com\/en\/blog\/fraude-sur-mobile-identifier-et-combattre","title":{"rendered":"La fraude sur mobile : L\u2019identifier et la combattre"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6084\" class=\"elementor elementor-6084 elementor-1400\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-45cb0cc elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"45cb0cc\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-81bc294\" data-id=\"81bc294\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2bc601d elementor-widget elementor-widget-heading\" data-id=\"2bc601d\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La fraude sur mobile<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5ecadb8 elementor-section-content-top elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5ecadb8\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-e05e89b\" data-id=\"e05e89b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-445159f elementor-widget elementor-widget-text-editor\" data-id=\"445159f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Il est estim\u00e9 aujourd\u2019hui que la fraude repr\u00e9sente\u00a0<strong>20 \u00e0 30%<\/strong>\u00a0de l\u2019inventaire mondial et co\u00fbte en moyenne chaque ann\u00e9e plusieurs milliards de dollars aux annonceurs.<\/p><p>On constate n\u00e9anmoins une\u00a0<strong>prise de conscience<\/strong>\u00a0de plus en plus forte puisque d\u00e9sormais beaucoup d\u2019acteurs proposent un syst\u00e8me de gestion de la fraude.<\/p><p>Elle se traduit la plupart du temps par des fausses impressions, des faux clics, des fausses installations, un faux trafic ou non conforme ou encore une qualit\u00e9 moindre.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-5a7c2e5\" data-id=\"5a7c2e5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d2af6b2 elementor-widget elementor-widget-video\" data-id=\"d2af6b2\" data-element_type=\"widget\" data-settings=\"{&quot;video_type&quot;:&quot;hosted&quot;,&quot;autoplay&quot;:&quot;yes&quot;,&quot;mute&quot;:&quot;yes&quot;,&quot;loop&quot;:&quot;yes&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"e-hosted-video elementor-wrapper elementor-open-inline\">\n\t\t\t\t\t<video class=\"elementor-video\" src=\"https:\/\/ad4screen.com\/wp-content\/uploads\/2021\/05\/Creas-clients-video.mp4\" autoplay=\"\" loop=\"\" controls=\"\" muted=\"muted\" controlsList=\"nodownload\"><\/video>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ac8ef83 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ac8ef83\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-20647746\" data-id=\"20647746\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2b791537 elementor-widget elementor-widget-text-editor\" data-id=\"2b791537\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h5 class=\"has-text-color\"><span style=\"color: #22b5b7;\"><strong>Quels sont les diff\u00e9rents types de fraude ?<\/strong><\/span><\/h5><p>Il existe diff\u00e9rentes typologies de fraude sur mobile qui se classent dans deux familles \u00e0 d\u00e9tecter\u00a0: les\u00a0<strong>fake installs<\/strong>\u00a0et le\u00a0<strong>vol de vraies installations<\/strong>.<\/p><p>Voici un listing des typologies existantes \u00e0 date\u00a0:<\/p><p>\u2013\u00a0 Fausses installations<\/p><p>\u2013\u00a0 Usurpation de SDK \/ SDK spoofing<\/p><p>\u2013 Fermes de devices \/ Devices farms<\/p><p>\u2013 Clics forc\u00e9s<\/p><p>\u2013 Clics spam<\/p><p>\u2013 Clics injection \/ Install Hijacking<\/p><p><br \/><strong>1)\u00a0\u00a0\u00a0\u00a0\u00a0Les fausses installations<\/strong><\/p><p>L\u2019installation frauduleuse est une installation qui a \u00e9t\u00e9 r\u00e9alis\u00e9e,\u00a0<strong>simul\u00e9e par des robots<\/strong>.<\/p><p>Il n\u2019y pas d\u2019action humaine derri\u00e8re ces installations et elles sont associ\u00e9es \u00e0 des sources de tracking dites payantes ou \u00ab\u00a0non organiques\u00a0\u00bb.<\/p><p>Ce type de fraude touche principalement les campagnes au\u00a0<strong>CPI\u00a0<\/strong>: comme l\u2019installation n\u2019existe pas, l\u2019engagement cens\u00e9 exister derri\u00e8re n\u2019existe tout simplement pas dans la r\u00e9alit\u00e9.<\/p><p>Pour bloquer cette fraude, il faut entre autres regarder dans les logs de clics et d\u2019installs, les adresses IP associ\u00e9es. Il faudra aussi surveiller que l\u2019ensemble des indicateurs paraissent coh\u00e9rents compar\u00e9s \u00e0 d\u2019autres leviers payants et au comportement issu de l\u2019organique. L\u2019id\u00e9al est de coupler cela avec l\u2019activation d\u2019une solution anti-fraude des MMPs, qui feront la m\u00eame chose et qui permettra aussi de consolider leur machine learning.<\/p><p>\ud83d\udca1\u00a0Ainsi, avoir des\u00a0<strong>listes d\u2019IP frauduleuses<\/strong>\u00a0connues et mises \u00e0 jour r\u00e9guli\u00e8rement permet de bloquer en temps r\u00e9el les fraudeurs.<\/p><p><br \/><strong>2)\u00a0\u00a0\u00a0\u00a0\u00a0Usurpation de SDK \/ SDK Spoofing<\/strong><\/p><p>Ce type de fraude est plus difficile \u00e0 d\u00e9tecter. Le fraudeur va analyser comment un SDK et une application communiquent, afin de\u00a0<strong>simuler les signaux de remont\u00e9e d\u2019\u00e9v\u00e8nements<\/strong>. Ici les devices ID sont la plupart du temps des vrais c\u2019est pourquoi il est difficile de d\u00e9tecter cette fraude. Les fraudeurs collectent de vraies device data en utilisant leurs propres applications, la plupart du temps ces derni\u00e8res sont d\u2019ailleurs des applications tout \u00e0 fait communes (exemple\u00a0: application lampe torche).<\/p><p>La seule solution pour bloquer cette m\u00e9thode est d\u2019imposer des barri\u00e8res aux pirates\u00a0; il faut que le piratage de la liaison entre le SDK et l\u2019application soit long et difficile afin de les d\u00e9courager.<\/p><p>\ud83d\udca1\u00a0C\u2019est l\u2019int\u00e9r\u00eat de la\u00a0<strong>mise \u00e0 jour des SDK<\/strong>, qui ne rendra jamais impossible ce type de fraude mais qui la rendra moins accessible.<\/p><p><br \/><strong>3)\u00a0\u00a0\u00a0\u00a0\u00a0Les fermes de devices \/ Devices farms\u00a0:<\/strong><\/p><p>Ce type de fraude se caract\u00e9rise par un regroupement d\u2019appareils qui vont g\u00e9n\u00e9rer de vrais clics et installations mais qui vont par la suite r\u00e9initialiser leurs adresses IP &amp; leur device ID, entre autres, pour\u00a0<strong>simuler de nouveaux events<\/strong>.<\/p><p>Si les fraudeurs ne masquent pas leur adresse IP, la plupart du temps des pays comme la Tha\u00eflande ou le Vietnam peuvent apparaitre. Dans le cas o\u00f9 ils passeraient pas des proxy ou VPNs, l\u2019adresse IP aura une nomenclature reconnaissable et surtout pourra \u00eatre retrouv\u00e9e dans les listes disponibles sur internet. Finalement, il est peu probable que ces fraudeurs utilisent des adresses IP domestiques\/priv\u00e9es du fait du co\u00fbt et de la connexion qui peut \u00eatre beaucoup moins rapide.<\/p><p>\ud83d\udca1\u00a0Tenir une\u00a0<strong>liste avec les IP identifi\u00e9es comme frauduleux<\/strong>\u00a0afin de les bloquer permettra \u00e9galement de s\u2019en pr\u00e9munir, toutefois, une\u00a0<strong>solution anti-fraude tierce<\/strong>\u00a0(MMP) sera compl\u00e9mentaire.<\/p><p><br \/><strong>4)\u00a0\u00a0\u00a0\u00a0\u00a0Les clics forc\u00e9s<\/strong><\/p><p>Les clics forc\u00e9s sont des clics qui ont lieu lorsqu\u2019un mobinaute est\u00a0<strong>\u00ab forc\u00e9 \u00bb \u00e0 cliquer sur une publicit\u00e9<\/strong>.<\/p><p>Par exemple, un mobinaute est expos\u00e9 \u00e0 une publicit\u00e9 en interstitiel (affichage en plein \u00e9cran) sans possibilit\u00e9 de fermer la publicit\u00e9 de fa\u00e7on visible et claire. Ainsi, le mobinaute est forc\u00e9 de cliquer pour faire dispara\u00eetre la publicit\u00e9.<\/p><p>Ce type de fraude touche principalement les campagnes au\u00a0<strong>CPC<\/strong>.<\/p><p>Il se caract\u00e9rise par des taux de clics tr\u00e8s \u00e9lev\u00e9s associ\u00e9s \u00e0 un taux de transformation post-clic tr\u00e8s faible et g\u00e9n\u00e9rera tr\u00e8s peu d\u2019installation.<\/p><p>\ud83d\udca1\u00a0Pour monitorer ce type de fraude, il faut mettre en place des r\u00e8gles de gestion qui prennent en compte\u00a0<strong>par publisher<\/strong>\u00a0le taux d\u2019<strong>impression<\/strong>\u00a0et le taux de\u00a0<strong>transformation<\/strong>.<\/p><p>Le monitoring des campagnes au CPI et au CPA permet \u00e9galement de d\u00e9tecter les clics forc\u00e9s et de les stopper.<\/p><p><br \/><strong>5)\u00a0\u00a0\u00a0\u00a0\u00a0Le clic spam<\/strong><\/p><p>Le clic spamming consiste \u00e0 simuler un tr\u00e8s grand nombre de clics dans le but de\u00a0<strong>s\u2019attribuer les installations organiques<\/strong>\u00a0de l\u2019application.<\/p><p>Cette technique a pour vocation de pi\u00e9ger les solutions de tracking et d\u2019attribuer les installations organiques \u00e0 des sources payantes.\u00a0<\/p><p>Ce type de fraude touche principalement les campagnes au\u00a0<strong>CPI<\/strong>\u00a0et au\u00a0<strong>CPA<\/strong>\u00a0et se caract\u00e9rise par des taux de transformation tr\u00e8s faibles et des comportements in-app tr\u00e8s proche de l\u2019organique.<\/p><p>\ud83d\udca1\u00a0Pour faire face \u00e0 ce type de fraude, il faut mettre en place une\u00a0<strong>blacklist \u00e9volutive des networks et subpublishers<\/strong>\u00a0en analysant le d\u00e9lai entre le clic et l\u2019installation ainsi que les taux de transformation par network et subpublisher.<\/p><p><br \/><strong>6)\u00a0\u00a0\u00a0\u00a0\u00a0Le clic injection<\/strong><\/p><p>Le clic injection est une forme avanc\u00e9e du clic spamming. Il consiste \u00e0<strong>\u00a0simuler un clic<\/strong>\u00a0mais uniquement lorsque le fraudeur a d\u00e9tect\u00e9 qu\u2019une installation d\u2019app sur Android est en cours.<\/p><p>Comme pour le clic Spamming, cette technique a pour vocation de pi\u00e9ger les solutions de tracking et d\u2019attribuer les installations organiques \u00e0 des sources payantes.\u00a0<\/p><p>Ce type de fraude est possible uniquement, du moins semble surtout marcher, sur Android et touche principalement les campagnes au\u00a0<strong>CPI<\/strong>\u00a0et au\u00a0<strong>CPA<\/strong>.<\/p><p>On la d\u00e9tecte \u00e9galement gr\u00e2ce \u00e0 des d\u00e9lais tr\u00e8s courts entre le clic et la premi\u00e8re ouverture et des comportements in-app tr\u00e8s proches de l\u2019organique.\u00a0<\/p><p>\ud83d\udca1\u00a0Une m\u00e9thode efficace pour contrer ce type de fraude consiste \u00e0\u00a0<strong>surveiller le TTI<\/strong>\u00a0(Time To Install) qui a souvent des d\u00e9lais trop court pour \u00eatre possible naturellement.<\/p><p><strong>Bon \u00e0 savoir :<\/strong><\/p><p><em>Les logiciels espions sont souvent embarqu\u00e9s dans des applications Android dites \u00ab\u00a0utilitaires\u00a0\u00bb et qui sont appr\u00e9ci\u00e9es des mobinautes. Quelques exemples : \u00e9conomiseurs de batteries, lampe torche, anti-virus\u2026<\/em><\/p><h5 class=\"has-text-color\"><br \/><span style=\"color: #22b5b7;\"><strong>Comment l\u2019identifier ?<\/strong><\/span><\/h5><p>Pour r\u00e9capituler, il existe de tr\u00e8s nombreux signaux qui peuvent alerter sur une fraude\u00a0dont les suivants :<\/p><p>\u2013\u00a0 Des <strong>clics \u00e0 r\u00e9p\u00e9tition<\/strong><\/p><p>\u2013 Des <strong>taux<\/strong>\u00a0de conversion,\u00a0<strong>\u00e9v\u00e8nements<\/strong>\u00a0in-app\u00a0<strong>faibles<\/strong>\u00a0ainsi qu\u2019une\u00a0<strong>r\u00e9tention tr\u00e8s faible<\/strong><\/p><p>\u2013 Des <strong>prix<\/strong>\u00a0particuli\u00e8rement\u00a0<strong>bas<\/strong><\/p><p>\u2013 Des taux de <strong>d\u00e9sinstallation \u00e9lev\u00e9s<\/strong><\/p><p>\u2013 Des installations r\u00e9alis\u00e9es en majorit\u00e9 <strong>la nuit<\/strong><\/p><p>\u2013 Un <strong>grand nombre d\u2019events<\/strong>\u00a0provenant d\u2019une\u00a0<strong>m\u00eame adresse IP<\/strong><\/p><p>\u2013 Un Click to Install Time <strong>(CTIT) anormal<\/strong><\/p><p>\u2013 Des <strong>identifiants diff\u00e9rents<\/strong>\u00a0provenant d\u2019un\u00a0<strong>m\u00eame appareil<\/strong><\/p><p>\u2013 Une partie des <strong>KPIs qui ne suivent pas la tendance g\u00e9n\u00e9rale<\/strong>\u00a0(organique ou payant)<\/p><h5 class=\"has-text-color\"><br \/><span style=\"color: #22b5b7;\"><strong>Pourquoi avoir recours aux outils anti-fraude propos\u00e9s par les SDK de tracking ?<\/strong><\/span><\/h5><p>Il est particuli\u00e8rement important de se\u00a0<strong>s\u2019\u00e9quiper de l\u2019outil anti-fraude<\/strong>\u00a0propos\u00e9 directement par les solutions de tracking telles que Adjust, Appsflyer, Kochava, Branch.. Nous vous recommandons d\u2019ailleurs vivement de les activer.<\/p><p>En effet, la fraude continuera toujours \u00e0 s\u2019adapter et \u00e9voluer mais cela permettra de la limiter au maximum en amont en \u00e9liminant les formes les plus courantes et les plus sophistiqu\u00e9es sur les applications mobiles.<\/p><p>L\u2019activation de ces outils anti-fraude vous garantira \u00e9galement une meilleure lisibilit\u00e9 et un dashboard sans biais de lecture, les volumes \u00e9tant bloqu\u00e9s en temps r\u00e9el et disponible sur un onglet et une vue d\u00e9di\u00e9e.<\/p><p>Voici une liste non exhaustive des diff\u00e9rents types de fraude qui peuvent \u00eatre bloqu\u00e9s par les SDK du march\u00e9\u00a0:<\/p><p>\u2013 Identification et <strong>blocage des fausses installations<\/strong>\u00a0en temps r\u00e9el<\/p><p>\u2013 Identification et <strong>blocage des clics spamming<\/strong>\u00a0en temps r\u00e9el<\/p><p>\u2013 Identification et <strong>blocage des bots<\/strong>\u00a0en temps r\u00e9el<\/p><p>\u2013 <strong>Blocage<\/strong>\u00a0automatique des\u00a0<strong>devices farms<\/strong><\/p><p>\u2013 Processus d\u2019<strong>authentification et de v\u00e9rification des donn\u00e9es<\/strong>\u00a0et appareils s\u00e9curis\u00e9s<\/p><p>\u2013 <strong>V\u00e9rification de l\u2019authenticit\u00e9 d\u2019un achat<\/strong>\u00a0via le re\u00e7u provenant de la plateforme de paiement<\/p><p>\u2013 <strong>Analyse du trafic post install<\/strong><\/p><h5 class=\"has-text-color\"><br \/><span style=\"color: #22b5b7;\"><strong>Pourquoi faire appel \u00e0 Ad4Screen ?<\/strong><\/span><\/h5><p>Nous vous recommandons de faire appel \u00e0 des experts qui travaillent avec toutes les solutions anti-fraude du march\u00e9 et qui peuvent activer les affili\u00e9s pertinents en fonction de votre strat\u00e9gie d\u2019acquisition et de vos objectifs.<\/p><p>Ainsi, nos \u00e9quipes vous assurent tout au long de vos campagnes un\u00a0<strong>contr\u00f4le de la qualit\u00e9<\/strong>, l\u2019i<strong>dentification et la suppression de trafic suspect<\/strong>\u00a0ainsi que l\u2019<strong>optimisation de vos performances<\/strong>.<\/p><p>\u00a0<\/p><p class=\"has-text-color\"><em>Sources\u00a0: Adjust, Appsflyer, Branch, Kochava\u00a0<\/em><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Il est estim\u00e9 aujourd\u2019hui que la fraude repr\u00e9sente\u00a020 \u00e0 30%\u00a0de l\u2019inventaire mondial&#8230;<\/p>\n","protected":false},"author":1,"featured_media":5402,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[75],"tags":[],"class_list":["post-6084","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fraude-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La fraude sur mobile : L\u2019identifier et la combattre - Ad4screen<\/title>\n<meta name=\"description\" content=\"Fraude sur mobile : Il est estim\u00e9 aujourd\u2019hui que la fraude repr\u00e9sente\u00a020 \u00e0 30%\u00a0de l\u2019inventaire mondial. 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