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MMP Fraud Detection in USA

Why Bundled MMP Fraud Detection Isn’t Enough to Protect Your App Growth

Blog, Mobile Ad Fraud, USA /

If you think your MMP’s built-in fraud detection is keeping your app safe, think again.  Behind every “successful” campaign report, there’s a silent leak which the bundled MMP fraud filters often miss. From install hijacking masked as organic growth to sophisticated bot farms mimicking real user behaviour, fraud today is engineered to look clean in your MMP dashboard. And that’s precisely the problem.  MMPs were built to measure, not to mitigate. Their bundled fraud detection tools are designed to keep attribution accurate, not to uncover the nuanced, evolving fraud patterns that drain budgets and distort growth metrics. Yet many app marketers rely solely on them, believing their campaigns are fully protected, while hidden fraud continues to erode ROI in the background.  To truly safeguard your app installs, measurement isn’t enough — validation is.   In this blog, you will discover:  The Evolving Face of Mobile Ad fraud   Sophisticated Types of Mobile Ad Fraud  The Business Impact of Undetected Fraud  Why MMP Protection is not Enough to Detect Growing Ad Fraud  Busting Myths behind MMP’s Built-in Fraud Detection     Why 360° Mobile Ad Fraud Protection is the Only Solution  Key Takeaways for Marketers  The Evolving Face of Mobile Ad Fraud The dynamics of mobile advertising fraud have evolved unprecedently. What once relied on simple bot clicks has transformed into sophisticated schemes. As ad spend increases so does the complexities of mobile ad fraud. Let’s understand how it has grown over time-  1. Early Fake Installs & Click Farms Fraudsters perform fake installs or repeatedly click on your ads without any real engagement, draining your budget and skewing campaign performance.  2. Device Farms Networks of devices controlled by fraudsters mimic real user behaviour like app installs, clicking ads, or opening apps, falsely inflating performance metrics and claiming attribution.  3. SDK Spoofing & Click Injection Fraudsters manipulate SDKs and inject fake clicks or postbacks, creating the illusion of installs and user activity.  4. Incent & Referral Fraud Fraudsters exploit referral campaigns by completing actions like installs or claiming bonuses they never earned, inflating campaign metrics.  5. Install Hijacking Install hijacking presents fake installs as legitimate and falsely claims attribution, leading to lost ROI and corrupted data.  The Sophisticated Forms of Mobile Ad Fraud Brands Must Know Sophisticated forms of mobile advertising fraud that often remain undetected due to limited expertise of MMPs are –  1. Incentivized Install Fraud Fraudsters boost installs by offering rewards for quick sign-ups, making them look organic. But this leads to low quality users performing app installs merely for the incentives, resulting into low retention, high drop-offs, and wasted ad spend with distorted metrics.  2. Re-Engagement Fraud Fraudsters perform fake app installs, session, or in-app actions to give a false narrative of legitimate user action. This allows them to claim retargeting payouts without any real user activity, causing inflated metrics and misleading data.  3. Organic Hijacking Before a genuine user completes the install process, fraudsters trigger the last-click events to steal credit, skewing channel performance and increasing user acquisition cost.  4. Impression & Click-Level Fraud Bots, with their complex functioning, generate fake ad impressions and flood clicks, hijacking attribution before installs even happen.  The Business Impact of Undetected Fraud The impact of mobile ad fraud is huge, and unavoidable, let’s know how –  Ad Spend Losses – Advertisers unknowingly pay for fake clicks, installs, or re-engagements that drains marketing budget.  Poor User Retention – Incentivized or low-quality users install apps causing high churn and low lifetime value.  Inaccurate ROI Calculations – Fraud inflates performance metrics, making campaigns seem profitable when they are not.  Misattribution of High-Performing Channels – Fraudulent activity steals credit from genuine campaigns, skewing UA strategy.  Compromised Retargeting Budgets – Fake re-engagements cause wasted spend on retargeting campaigns.  Distorted LTV – Low-quality installs lead to uninstalls soon, misleading long-term performance metrics.  Erosion of Brand Trust – Partners, affiliates, and users lose confidence in your marketing integrity.  Difficulty Scaling Campaigns – Without clean data, optimization decisions are flawed, limiting growth potential.  Why MMP Protection cannot Tackle Evolving Fraud Tactics While your brand relies on attribution platforms, the validation of genuine traffic is drifting apart with MMP’s not able to tackle them. Let’s know how –  1. Multi-layered tactics Your attribution platform plays a major role on deciding who gets the credit but are the genuine users really receiving it? Fraudsters mix real human traffic with bots and low-quality users to create a layered signal. As a result, some installs and clicks appear legitimate, while others are fraudulent, hiding the true impact on your campaigns.  2. Cross-channel complexity The spectrum of mobile advertising fraud is not limited to one channel. It spreads across affiliates, and even walled gardens, each with its own reporting system and attribution logic.  Fraudsters exploit these inconsistencies to move undetected between platforms, making it nearly impossible for MMPs to pinpoint the true source of installs  3. Attribution manipulation and the illusion of “performance” MMPs track installs and conversions, but they often rely on surface-level attribution signals. Fraudsters generate invalid clicks manipulate attribution systems to take credit for installs and conversions they didn’t generate. The result is an illusion of performance where campaigns appear successful on the surface metrics, but retention, in-app activity, and ROI tell a different story.  Busting Myths behind MMP’s Built-in Fraud Detection Partnering with an MMP is essential, but its capabilities often stop at surface-level metrics. It’s a good start for tackling mobile advertising fraud, yet as conversion rates drop, the real impact becomes clear. While MMPs do basic pattern detection and install validation but that is only the tip of the iceberg.  What lies underneath? 1. Undetected Fraudulent Behaviour MMPs are designed to assign credit for installs and conversions. However, they cannot deeply investigate the fraudulent behaviour generating invalid traffic.  2. Threshold-based fraud tools Most bundled tools flag activity only when it crosses preset limits, missing subtle or sophisticated fraud patterns.  3. Limited data analysis MMPs often ignore pre-install signals (impressions, clicks) and post-install quality, making detection complex and hampering optimization process.  Consequence

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Why should investment firms evaluate content by Direct Selling Agents?

How Misleading Promotions by Direct Selling Agents Can Harm Investment Firms

Blog, Brand Protection /

For investment advisory firms, maintaining compliance is the utmost priority. Every communication that goes from their desk should be transparent, accurate, and compliant with the set of guidelines by regulatory bodies like SEBI. Any misrepresentation of investment deals/offers even unintentionally can lead to reputational damage and hefty penalties, therefore compromising the trust of the investors.   However, as financial distribution expands through networks of Direct Selling Agents (DSAs), maintaining this standard has become increasingly challenging. Many of these agents today actively promote products and services across social media platforms, using the credibility of established financial institutions to reach wider audiences. While this helps drive awareness and lead generation, it also opens the door to non-compliant and misleading content — posts that promise unrealistic returns, use unverified data, or carry no disclaimers.  For instance:  A direct selling agent running an Instagram ad saying, “Earn up to ₹10,000 daily by investing with this app — zero risk guaranteed!” A Facebook post claiming, “Instant loan approval in 5 minutes — no documents required!” while displaying the logo of a well-known NBFC. Or WhatsApp forwards misuse brand names to offer “exclusive investment schemes” that don’t even exist. Such communication not only misleads investors but also puts the parent brand at reputational and regulatory risk, even when the content wasn’t created or approved by the company itself. Under SEBI and RBI guidelines, any claim that is guaranteed, misleading, or lacks disclosure is strictly prohibited — yet the decentralized nature of social media makes such content hard to monitor and control.  This blog examines why keeping a check on DSA-led communication is now a critical compliance priority, how these misleading promotions often go unnoticed, and what financial institutions can do to monitor, detect, and control such activity before it causes real harm — to both the investor and the brand.  How Direct Selling Agents Knowingly or Unknowingly Risk Brand Credibility? Even the most trusted direct selling agent networks can turn into a compliance risk if their communications aren’t monitored effectively. Here are some of the common fraudulent methods used by DSAs and network marketers to attract investors:  1. Fake Testimonials & Fabricated Reviews Unauthorized direct selling agents might share fake testimonials, client success stories, or edited screenshots of high returns, etc., creating a false expectation to mislead investors into investing in fraudulentor fake investment schemes under the name of reputed brands.  2. Unauthorized Trade Stock Recommendation, Tips & Advice Unauthorized agents present themselves as brand-endorsed advisors and circulate stock picks, investment advice, and trading recommendations, often claiming them as exclusive analysis.  This not only misrepresents the firm’s analysis to mislead investors but also leads to legal violations.  3. Unapproved or Misleading Claims Direct selling agents often use statements like “guaranteed 90% accuracy” or “no-loss investment opportunities” without any factual basis. Such claims not only violate brand communication guidelines but also breach SEBI norms.  4. Misuse of Brand Identity or Assets Fake direct selling agents promote investment schemes, services, or trading channels on social media platforms by using official logos, colors, or names of financial brands to gain investor trust immediately. This kind of impersonation not only erodes brand authenticity but also confuses investors.  Know how to mitigate the risk of brand infringement  5. Use of Fake Referral Codes Direct selling agents use unauthorized and unapproved referral codes on social media platforms like Facebook and YouTube etc., to promote fake demat openings or investment accounts under the brand’s banner, resulting in fake leads or data, and phishing scams that brands are eventually blamed for.  6. Unauthorized Trade Account Handling Services Some direct selling agents falsely claim to help investors open free demat accounts, offering account handling services or portfolios on behalf of investors. This directly exposes investors to fraud but also puts the legitimate BFSI brands at risk.  Why DSA Misconduct is More Than a Compliance Issue? Many financial institutions still view content monitoring for promotion materials shared by direct selling agents as a routine compliance task, something to check off periodically. But in reality, misconduct or misuse of messaging by these agents goes far beyond compliance concern; it directly impacts brand trust, investor confidence, and long-term business credibility.  When an investor is misled by a direct selling agent’s exaggerated claim, they rarely distinguish between the agent and the brand. The loss of trust falls directly on the institution. Moreover, such non-compliant promotions can also invite regulatory actions from regulatory bodies like SEBI, leading to penalties and restrictions.  Therefore, the lack of real-time monitoring can lead to reputational damage, which is even harder to recover from. A single viral post promising “guaranteed profits” can quickly spiral into social backlash, undoing years of credibility. On the other hand, the misguided investors who might have fallen victim of such false promises may withdraw their trust permanently.  Why is Traditional Compliance Monitoring Not Enough Anymore? Many investment advisory institutions rely on manual checks or self-reported content from direct selling agents to stay compliant. But in an ecosystem where hundreds of posts go live every day, this approach falls short. Here’s why the traditional model fails:  Speed of content: Social media moves faster than compliance can review. Manual monitoring cannot keep up with the volume and velocity of DSA-generated content.  Limited visibility: Brands often don’t have visibility into what DSAs post on their personal channels.  Evasion tactics: Misleading posts are often deleted within hours, before anyone notices, and by that time, the damage is already done.  Volume challenge: With hundreds of direct selling agents promoting investment schemes on multiple digital platforms, it gets harder for compliance teams to manually monitor all interactions in real time.  Therefore, the modern-day compliance challenges and tracking of direct selling agent violations require AI-driven vigilance, not reactive audits.  The Need of An Advanced Compliance Monitoring Solution To truly safeguard investor trust, BFSI organizations must adopt an advanced approach to ensure protection and detect DSA violations. Here’s how a compliance monitoring and fraud protection solution helps:  1. Compliance Monitoring Compliance monitoring ensures that every piece of agent-generated

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Hidden Affiliate fraud in this Holiday season

Are You Losing Revenue to Hidden Affiliate Fraud This Holiday Season? Not Anymore!

Blog, Ad Fraud Blog - Valid8, USA /

The USA holiday season is approaching fast, positioning itself as the marketer’s biggest opportunity and the greatest vulnerability. With consumers expected to spend more, brands are also ramping up affiliate campaigns to capture every click and conversion.   The US affiliate marketing industry alone is valued at $11.99 billion and continues to grow each year. But with every click, lead, and install, there is a hidden cost few marketers don’t see coming. Where surface-level metrics can be misleading and hidden losses slip through unnoticed, affiliate marketing today isn’t just about driving performance; it’s about safeguarding performance integrity.  In this blog, you will discover –  Hidden threats of holiday affiliate campaigns  Quick Glance: Signs to identify fake leads in affiliate campaigns  How traditional monitoring impacts holiday season growth  Why affiliate monitoring is crucial for holiday campaigns  leading brands are fighting back this holiday season  Notable impacts of choosing an affiliate monitoring solution  The Unseen Side of Holiday Affiliate Campaigns Imagine your brand partnering with affiliates to maximize holiday traffic, leads, and conversions at scale. The performance spikes, but there lies an unseen layer of inefficiency and risk that you discover much later. The culprit? Fraudsters with their evolved tactics, are bringing sophisticated affiliate fraud into action and draining ad budgets.   Let’s unpack how these hidden losses occur:  1. Fake Leads Fraudsters deploy scripts that generate fake leads from bots to inflate performance metrics. On the dashboard, it looks like conversions are climbing, but these leads cannot convert into paying customers.   2. Repeated Leads Some affiliates take advantage of the same user information more than once or submit duplicate entries to claim multiple commissions. This causes a misleading sense of campaign success.  3. Misattributed Installs Some affiliates take the undue credit of installs by hijacking the last click attribution. Through click injection, they insert their tracking link right before the install completes, diverting the organic install and forcing marketers to pay for the traffic that was coming organically.  4. Incentivized or low-quality installs To bring a spike in install rates and claim commission, some affiliates drive low-quality users who will download your app without generating any lifetime value.  5. Brand Bidding Violation Affiliates often bid on branded keywords, stealing traffic that is already yours. Instead of amplifying reach, your campaigns cannibalize existing audiences and inflate acquisition costs.  Know why leading brands are opting for a comprehensive affiliate monitoring solution  6. Suspicious Activities by Unvetted Affiliates The rush to scale during the USA holiday season often opens doors to unsafe activities by affiliates. These affiliates redirect traffic from counterfeit or adult content sites to the genuine site. On the surface, performance metrics may appear strong, but a significant portion of spend is going toward unsafe or low-value traffic, quietly eroding ROI and putting both revenue and brand reputation at risk.  7. Reseller Fraud Some affiliates manipulate D2C discount programs meant for genuine customers by purchasing products in bulk at discounted rates and then reselling them at higher prices. This affiliate fraud disrupts the advertiser’s retail ecosystem and gives a false idea of affiliates driving high-volume sales.  The Hidden Cost of Traditional Monitoring During Peak Holiday Campaigns In today’s multi-platform, multi-partner ecosystem, brands need real time monitoring to safeguard every dollar, especially during the USA holiday season. Traditional and manual monitoring often misses hidden affiliate fraud, leaving marketers unaware of wasted spend. Here’s why surface-level metrics aren’t enough: –  Late Discovery, Lasting Damage: Performance gaps are only visible when ad spend is exhausted, and the loss cannot be recovered.  Shallow Insights: Traditional metrics highlights the increased number of holiday traffic but not the authenticity that whether the user is genuine or not.  Lost Optimization Power: Without real time monitoring, marketers will only have a vague idea of the high-performing channels, hence reallocating budgets would become challenging.  Compromised ROI and Brand Trust: Poor visibility not only drains budgets but also exposes brands to unsafe placements and credibility risks.  Why Holistic Affiliate Monitoring is Critical for Holiday Campaigns? Without continuous monitoring, affiliate campaigns can leave your brand exposed to hidden affiliate fraud and wasted ad spend. Now the question arises, how to mitigate holiday affiliate fraud. The answer is simple; a comprehensive affiliate monitoring is the only solution to avoid budget leaks specially during the peak holiday season. mFilterit’s Valid8, a robust ad fraud detection tool keeps your campaigns authentic with thorough tracking and customizable monitoring.  Here’s why it is essential –  1. Holistic Multichannel Monitoring During the holiday season rush, it tracks affiliate performance across display, social, search, and email to ensure every partner delivers real value and not inflated metrics.  2. Protect Ad Spend with Search-Engine Monitoring Holiday season competition fuels keyword hijacking and unauthorized brand bidding, hence affiliate monitoring is important to ensure that your organic traffic remains intact.  3. Brand Asset Recognition It safeguards your festive season campaigns from any misuse of logos, creatives, or promotions, maintaining consistent messaging and customer trust.  4. Clear, Intuitive Dashboard With traffic spikes and short windows to optimize, real time dashboards help in detecting anomalies, analyzing performance, and acting instantly.  5. Compliance Oversight Staying compliant to the legal guidelines during the peak holiday season must be the priority of your brand. Affiliate monitoring protects your reputation when visibility is highest.  How Leading Brands are Fighting Back Forward-thinking USA brands are turning to data-driven affiliate validation powered by AI, automation, and real-time analysis to safeguard their budgets.  What a comprehensive affiliate monitoring tool can bring to the table: Identify and flag invalid traffic sources or suspicious leads coming from affiliate partners Spot low-retention incentivized installs and stop paying for vanity results. Block brand keyword misuse across affiliate campaigns. Prevent organic install hijacking and restore accurate attribution. Ensure brand-safe affiliate partnerships through continuous validation. Catch reseller fraud early with AI-driven affiliate tracking.  Know why leading brands are opting for a comprehensive affiliate monitoring solution  Conclusion: Don’t Let Holiday Growth Turn into Holiday Losses Affiliate marketing should amplify your ROI, not erode it. This holiday season, increase spendings and maximize holiday performance through affiliate

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Click Level Validation in Ad Fraud

Why Click-Level Validation Alone Isn’t Enough to Combat Ad Fraud

Blog, Ad Fraud Blog - Valid8 /

For years, marketers have relied on click fraud validation as proof that their campaigns are reaching real users. If the clicks look clean, the traffic must be genuine, right? It’s been the comfort metric, the checkpoint that promises accountability in a noisy digital ecosystem.  But here’s the catch: validating just click fraud doesn’t guarantee real outcomes. Behind a perfectly validated click could be a fake lead, a disengaged visitor, or a bot sophisticated enough to mimic human behavior. You may have solved surface-level traffic hygiene, but not for what truly drives performance — authentic engagement and meaningful conversions.  Because fraudulent activity and inefficiency today don’t stop at activating click fraud. They seep into every stage of the funnel — from impressions to sign-ups, from page visits to purchases. And that’s why click-level validation alone isn’t enough anymore.  In this blog, we’ll explore why clicks can be deceiving, what blind spots they create in your current validation setup, and how a full-funnel validation approach gives marketers the confidence to measure outcome, not just interaction. What Click Validation Does Right? Click validation acts as a first line of defense for click fraud prevention. It helps ensure that your campaigns attract genuine clicks from legitimate sources and filter out obvious invalid traffic generated by bots, click farms, and other non-human entities.  By validating ad traffic based on various parameters like device type, IP consistency, geographic locations, and user behavior patterns, click-level validation helps advertisers maintain cleaner campaign data and avoid inflated click-through rates (CTRs).  This allows marketers to:  1. Filter Out Invalid Clicks Early Click validation detects and blocks fraudulent or non-human clicks in real time, protecting campaigns from the most common forms of click fraud at the entry point.  2. Improve Traffic Quality By ensuring that only genuine clicks are counted, marketers get higher-quality traffic that’s more likely to engage and convert.  3. Protect Ad Budgets from Immediate Wastage When fake clicks are filtered out, marketers can prevent their ad spend from getting wasted on irrelevant or non-existent audiences.  4. Get a Clearer View of Engagement Validating clicks helps refine key engagement metrics like CTR and CPC, giving marketers more accurate insights into ad performance.  5. Enables Smarter Optimization Decisions With reliable and validated click data, marketers optimize campaigns based on authentic user engagement, not misleading or inflated metrics.  Therefore, click validation helps marketers and advertisers separate real users from fake traffic. However, this is not enough. As user journeys are multi-step and omnichannel, so are the ad fraud techniques used by fraudsters.   Why Click-Level Validation Alone Isn’t Enough Anymore Modern ad fraud does not stop at click fraud. It runs deeper into the marketing funnel, using sophisticated ad fraud techniques that mimic real user behavior and distort performance metrics across channels.  Here’s how post-click manipulation happens:  1. Misattributed Conversions Fraudsters hijack genuine user sessions, making fraudulent sources appear to drive conversions that were actually organic or direct.  2. Automated Leads Form submissions or inquiries that look authentic but are generated through automation or paid farms, offering no real business value.  3. Behavioral Mimicry Fake engagement patterns simulate actions like scrolling, time-on-page, or app usage, making it difficult for marketers to distinguish real intent from fraudulent activity.  4. Invalid Conversions Purchases, sign-ups, or installs that seem legitimate but are generated through proxies or emulators instead of genuine customers.  These tactics operate beyond the click, often undetectable to systems that validate only the initial interaction. This leaves a major blind spot in the marketing funnel.  Learn why CPC campaigns need full funnel validation Beyond Clicks: The Case for Full-Funnel Validation Click-level validation tools did their job — they brought transparency to the first layer of digital marketing: the traffic. But the problem is, ad fraud didn’t stop there. It evolved.  Today’s fraudsters know how to simulate clicks that look perfectly valid. They can mimic user agents, device IDs, and behavior patterns that fool most detection systems. So, while your dashboard shows “clean” traffic, what happens next — the visit, the sign-up, the purchase — may tell a very different story.  That’s where mFilterIt’s full-funnel validation changes the game.  Instead of stopping at the click, it follows every user journey across the funnel, from impression to final conversion — to ensure that every interaction is genuine, traceable, and outcome-driven. It’s not about rejecting traffic; it’s about validating intent.  Here’s how full-funnel validation redefines campaign integrity 1. Impression-Level Insights Detect and eliminate fake or stacked impressions before they even lead to a click.  2. Click-Level Validation (and beyond)  Go past the usual hygiene checks to identify behavioral anomalies and proxy patterns even within “clean” clicks.  3. Post-Click Validation Track what users actually do after clicking — whether they engage, convert, or drop off instantly. 4. Outcome Verification Validate final conversions to ensure they’re genuine, not fabricated or incentivized actions.  With this end-to-end lens, marketers don’t just see traffic quality — they see business impact.  Full-funnel validation is not just a more advanced version of click validation; it’s a mindset shift from volume to value, from activity to authenticity. Because in the age of performance marketing, real success isn’t measured by clicks; it’s measured by trust.  Read more about how full-funnel validation approach ensures clarity for mobile app campaigns Click Validation vs. Full-Funnel Validation: A Clear Comparison Case in Action: How Full-Funnel Validation Drove Real Results for an Automobile Brand A major automobile brand was running Google Search campaigns to attract new customers and drive website traffic from various Meta platforms. However, despite steady investments in paid search, the brand observed a low and inconsistent conversion ratio.   Upon analysis, it was found that despite blacklisting fraudulent clicks in the upper funnel, the leads quality was still questionable. This meant that the sophisticated bots or advanced ad fraud techniques were used to seep through the validation checks, impacting the bottom funnel. This transparency was identified due to the full-funnel analysis of the campaign, basis on which further measures were taken. Due to active blacklisting at

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Digital Identity Theft in Banking

Fighting Digital Identity Theft in Banking: Lessons from Emirates NBD

MENA, Blog, Brand Protection /

Every day, customers trust banks with their most valuable asset: their digital identity. But what happens when that trust is targeted by fraudsters? In the MENA region, where the banking sector is booming at a 9.8% CAGR, digital impersonation and brand infringement are no longer rare—they’re a growing threat that can erode customer confidence and damage reputations overnight.  Fraudsters create fake accounts, clone websites, and impersonate financial institutions, triggering compliance risks, financial losses, and long-term trust deficits that are far costlier to repair than to prevent.  In this blog, you’ll discover:  The rising threat of brand impersonation in the MENA banking sector  Why traditional monitoring often fails against evolving infringement tactics  A step-by-step overview of mFilterIt’s OSINT-powered brand protection  Case Study: How Emirates NBD safeguarded their digital integrity  Why OSINT-driven brand protection is essential for banks to protect customers and reputation  Understanding the Rising Threat of Brand Infringement in the MENA Banking Industry Brand infringement in banking has seen a contagious evolution with sophisticated, omni-channel impersonation campaigns deceiving customers and damaging a bank’s credibility.  These digital threats take many forms:  Fake banking apps and websites that mimic legitimate platforms to harvest user credentials and financial data. Impersonated social media accounts posing as customer service channels to extract personal information or redirect users to malicious sites. Fraudulent job or loan offers leveraging a bank’s name and logo to collect sensitive documents and scam applicants. Deceptive investment or reward campaigns that promise high returns or bonuses while diverting funds to fraudulent accounts. Unauthorized use of brand visuals in phishing emails or SMS campaigns, misleading customers into sharing confidential details and using them further, breaching the right to privacy. Why Traditional Monitoring Alone Isn’t Enough to Safeguard Banks? Traditional monitoring can track and identify only surface level scams however, as fraudsters, with their tactics, present more severe methods, it becomes important for banks to upscale their defences. Here’s why traditional systems fall short:    1. Limited visibility across dark web, social, and app ecosystems Traditional monitoring practices are limited to only surface level identification whereas the fraudster tactics are going deeper into underground forums, dark web marketplaces, and cloned mobile apps where scams are arranged. The inability of banks to have an omni-channel visibility makes them more prone to sophisticated crimes.  2. Manual validation that delays response to fast-moving scams Manual intervention once played a crucial role in handling the infringement cases. However, with scams now evolving and spreading at an unprecedented speed, it can no longer be the primary line of defence. By the time the manual validation arrives, scams have spread across multiple platforms, creating non-compliance problems in a highly sensitive banking industry.  3. Lack of AI-driven threat correlation across different channels Fraudsters do not aim at targeting single channel at a point of time, they target multiple channels simultaneously including websites, social media platforms, mobile apps, and messaging services. Without AI-driven correlation, it is nearly impossible to detect attack at the initial stage, making it difficult to respond effectively or prevent further spread.  4. Traditional systems often miss subtle threats Fraudsters exploit language variations, misspellings, or regional slang, and use slight changes in logos, fonts, or layouts to mimic brands. These nuances can deceive customers and bypass manual or rule-based detection, causing reputational and financial harm. 5. No real-time intelligence for proactive action Still waiting for the reports? They will be drafted once the damage is done and this drawback of manual validation can cost you millions. Hence real-time intelligence is critical than ever, enabling brands to act proactively. Without it, businesses face delayed mitigation, leading to increased customer exposure and major financial losses. How mFilterit’s OSINT-Powered Protection Guards the Digital Banking Ecosystem? Overcoming the limitations of traditional monitoring, at mFilterIt, our brand protection solution – Sentinel+, ensures your intellectual property remains fully under your control, keeping fraudsters at bay. Powered by Open-Source Intelligence (OSINT), Sentinel+ delivers proactive protection built on three core pillars.   Process to Identify Infringed Brand Assets: A Step-by-Step Overview 1. Identification Clients provide Sentinel+ with their official assets like logos, URLs, social media handles, YouTube channels, and instant messaging handles. Sentinel+ continuously scans these platforms to detect potential misuse or impersonation. 2. Classification Once potential infringements are detected, Sentinel+ categorizes and shares them with the client for review. The client then determines the status of each case, updating the system with entries for either the whitelist (safe) or blacklist (malicious). 3. Action URLs identified on social media, YouTube, or IM platforms are flagged for further action. Malicious or “suspicious” links are submitted for takedown or blacklisting, while legitimate or safe URLs are whitelisted and recorded in Sentinel+ for ongoing monitoring. Protecting Customer Trust: How Emirates NBD Leveraged OSINT to Stay Ahead of Brand Threats  As a data-first, digital-focused bank that proactively works to safeguard customer, Emirates NBD decided to partner with mFilterIt to strengthen its monitoring & protection framework.   Sentinel+ Intervention With an advanced OSINT-based brand protection solution, Sentinel+, notable impact was seen, and major misuses detected like –  51.14% of fake offers were detected.  27.16% were fake credit card offers.  18.76% were fake job promotions.  1.24% originated from sponsored ads.  1.23% were linked to fake social media handles.  0.47% were due to other types of misuse.  What did mFilterIt’s Advanced OSINT–Based Brand Protection Cover? Holistic Monitoring – Continuous, real-time scanning across websites, app stores, social media, messaging platforms, and marketplaces to detect potential threats wherever they emerge.  Multilingual Detection – Advanced coverage in English, Arabic, and regional dialects to identify even the most subtle attempts at brand misuse.  Visual Tracking – AI-driven recognition of unauthorized use of logos, colors, and brand identity to protect brand integrity.  Real-Time Alerts – Immediate notifications enabling banks to act proactively, preventing risks from reaching customers and safeguarding trust.  Why is it Important for Banks to Utilize OSINT and Maximize Customer Trust? Prevent Financial Losses – Proactively detecting scams, phishing, and impersonation helps avoid direct monetary damage.  Maintain Regulatory Compliance – Continuous monitoring of digital channels reduces the risk of breaches and be

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Why Attribution Platforms Can’t Tell You the Full Truth About Mobile Ad Fraud

Why Attribution Platforms Can’t Tell You the Full Truth About Mobile Ad Fraud

Blog, Mobile Ad Fraud /

Mobile marketers often trust attribution platforms as the single source of truth for campaign performance. They tell you where installs are coming from, which channels drive conversions, and how your ad spend translates into results. But what if that “truth” isn’t the full picture?  The uncomfortable reality is that attribution platforms were never designed to detect or prevent ad fraud; they were built to measure performance. And in today’s ecosystem, where fraudulent installs and fake users can mimic real behavior almost perfectly, that distinction matters more than ever.  This gap between what’s attributed and what’s actually real is where millions in marketing budgets silently leak away. To understand why attribution data alone can mislead you—and what you should really be looking at to uncover the truth—you’ll need to look beyond the dashboard.  Let’s break down where attribution platforms fall short, how fraudsters exploit these blind spots, and what a more transparent, validation-first approach looks like. The New Face of Ad Fraud: How Sophisticated Mixing of Ad Fraud Masks the Truth  Mobile app fraud is not just limited to bot-inflated installs. The current mobile ad fraud landscape is a complex ecosystem of blended techniques, used to pass as legitimate traffic and bypass traditional attribution checks. Fraudsters have become experts at mixing ad traffic with bots and incorporating techniques that cause human-like engagement, creating the illusion of healthy campaigns.  Instead of flooding campaigns with just bot traffic, they now use multi-layered operations that mimic organic user patterns. Therefore, the advertisers are under the illusion that their campaigns are working fine. But the retention and ROI remain questionable. Let us break down this process of illusion for you to understand how fraudsters are mixing the ad traffic.  Phase 1 – The Setup: Bots, Emulators, and Fake Traffic The illusion begins with bots, emulators, and fake devices generating huge volumes of clicks and installs. This early activity creates a surge of engagement, giving marketers the impression that their campaigns are performing well. These fake signals inflate dashboards, making campaigns look active and successful right from the start.  Phase 2 – The Mask: Click Flooding and Organic Hijacking Once the initial numbers look strong, fraudsters flood campaigns with fake clicks to hijack last-click attribution for real installs happening later. This click flooding balances click-to-install ratios, keeping the data within “normal” ranges and avoiding suspicion.  Phase 3 – The Blend: Mix of Bots, Hijacks, and Incentivized Users To complete the illusion, low-quality or incentivized users are mixed with fake and real traffic. This combination keeps engagement, retention, and conversion metrics looking believable — even though the underlying traffic quality is poor. Together, these phases hide invalid activity under seemingly perfect performance.  The Impact:  Unusual spike in installs that happen around the same time instead of being spread out naturally.  Misleading engagement metrics that overpromise and underdeliver.  Fake retention and purchase events that misguide campaign optimization.  The sophistication of these mixed techniques means that mobile app fraud isn’t just invisible; it’s believable if left invalidated.  Dive deeper into how fake ad traffic illusion impacts campaigns  Where Attribution Platforms Fall Short? Attribution platforms only answer one question for you – who gets the credit for an install? But they don’t answer – whether the traffic was genuine? Or how to make the spends more efficient?  Most attribution systems work on deterministic tracking, relying on timestamps, partner data, and click IDs. This approach helps distribute credit, but it’s blind to fraudulent patterns hiding inside the data.  Here’s why built-in ad fraud detection solutions often fail:  Rule-Based Detection: Static conditions like “block if CTIT < 10 seconds” can’t keep up with evolving types of mobile app fraud techniques.  Lack of Behavioral Analysis: Attribution models don’t analyze post-install engagement depth or session behavior.  No Cross-Source Visibility: They can’t connect anomalies across multiple networks or publisher IDs.  SDK Blind Spots: Fake SDK signals pass off as real activity because attribution systems assume authenticity.  What You Lose Without an Independent App Traffic Validation Tool? The financial impact of unvalidated traffic goes far beyond a few wasted installs. It corrupts every stage of the marketing funnel.  Wasted Ad Spend- Every fake click, install, or event means money spent on people who don’t actually exist. Even a small amount of this fake activity can quietly eat up a big part of your yearly ad budget.  Unreliable Data – Fake installs corrupt analytics systems. Campaigns optimized on this data double down on the wrong channels, making future strategies less effective.  False Confidence – Attribution dashboards show growth that doesn’t exist, giving marketing teams the illusion of performance and ROI.  Long-Term Damage – Unvalidated traffic inflates acquisition costs and weakens retention. When fake users fill your funnel, your CAC (Cost per Acquisition) rises, LTV (Lifetime Value) drops, and your optimization models start chasing ghosts.  How Independent App Traffic Validation Solutions Like mFilterIt Help?   App fraud detection is the missing link between tracking install attribution and validating the true source of attribution. That’s why independent mobile ad fraud detection tools are essential; they go beyond tracking to verify every click, install, and in-app event, helping marketers see the real picture of campaign performance and protect every dollar of ad spend.  Here’s what independent app traffic validation tools provide:  1. Get a Clearer Picture with AI-Powered Traffic Validation Modern validation platforms use machine learning and big data analytics to scan millions of signals at once. They identify unusual patterns in clicks, installs, or events, catching sophisticated fraud in real time before it impacts your reports or ROI.   2. Eliminate Fake Installs with Unique Device Identification The tool creates a unique digital fingerprint for every device. Validation tools use this to detect when multiple installs come from the same emulated or cloned devices, helping eliminate fake device activity that appears real to attribution dashboards.   3. Catch Click Flooding Early with CTIT Analysis CTIT measures the time between an ad click and the app install. Genuine users take a few seconds or minutes, while bots or hijacked clicks show instant

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Click Fraud in USA Holiday Season

Holiday Click Surge or Click Fraud Spike? Why CPC Campaigns Need Full-Funnel Validation

USA, Ad Fraud Blog - Valid8, Blog /

The clicks are soaring. Traffic is peaking. Teams are gearing up for the holiday rush.  But not all that traffic is real. Budgets are rising, but your CPC campaign conversions are not keeping pace.  With the onset of the holiday season in USA, online shopping spikes from Black Friday through Christmas. Ecommerce brands ramp up their budgets for CPC campaigns to capture the attention for eager shoppers. But rising traffic also brings higher ad fraud risks. Relying only on surface-level metrics creates risk for brands to pay for worthless interactions, making decisions based on incomplete data, and reducing ROI even when dashboards look healthy.  In this blog, you will discover –  How click fraud impacts our CPC campaigns  What are the sophisticated types of click fraud  Why click-level validation is not enough for your CPC campaigns  Why full-funnel validation is the new benchmark  Actionable insights for advertisers to safeguard their campaign  The Hidden Cost of Click Fraud in CPC Campaigns  Fraudsters, competitors, and even certain affiliates generate invalid clicks on CPC campaigns without any genuine intention of making the purchase. This practice, known as click fraud, manipulates performance metrics creating the illusion of rising traffic while actual conversions stay low. As a result, advertisers end up paying for traffic that will never convert.   Click fraud exploits the campaign performance through –  Search/PPC: Automated bots that repeatedly click ads, exhaust budgets or inflate click-through rates.  Affiliate Marketing: Duplicate or incentivized clicks that are used to fraudulently increase payouts.  App Campaigns: Fake engagement that occurs even before app installs or sign-ups, making conversion data unreliable.  Sophisticated Types of Click Fraud and How They Work While bots and click farms are the most common types of click fraud, fraudsters have evolved, using smarter and harder-to-detect tactics to exploit digital advertising, particularly CPC campaigns. Some of the most sophisticated click frauds include:  1. Click Injection In click injection, a malicious app or SDK triggers a fake click just before a genuine install, allowing fraudsters to steal attribution credit. These tactics make your app appear popular while real user adoption lags and distort campaign performance.  2. Click Spamming Multiple fake clicks are generated in click spamming to confuse attribution systems. These fake clicks are timed to overlap with genuine installs, causing the system to misassign conversions to fraudulent sources.   3. Ad Stacking In a single placement, several ads are layered invisibly causing ad stacking. In this, only the top ad is visible, but all ads underneath register impressions and clicks, creating false engagement metrics.  4. Pixel Stuffing Fraudsters embed ads in tiny 1×1-pixel frames, a tactic called pixel stuffing, so impressions or clicks register invisibly, artificially inflating engagement metrics.  5. Geo-Targeting Fraud Fraudsters spoof IPs or device locations (GPS) so clicks and installs appear to come from high-value regions, tricking location-based targeting.  Know in detail about Geo-Targeted Ads  6. Conversion Hijacking Fraudsters intercept user actions like installs or purchases and claim credit for them. Conversion hijacking results into stolen attribution, wasted ad spend, and distorted campaign performance.   7. Affiliate Fraud / Incentivized Clicks In affiliate fraud, dishonest affiliates generate fake traffic, clicks, or installs to boost their payouts, often using bots, recycled device IDs, or spoofed postbacks.  Why Click-Level Validation is not Enough? Click-level validation is the first strong line of defence against fraud, but it is not enough to tackle fraud at all levels. Key reason why click-level validation is not enough –  1. Post-click fraud remains undetected It only verifies clicks on the initial stage, but the real consequences of post click like fake installs, bots, or invalid conversions, remain unnoticed, impacting campaign effectiveness and ROI.  2. Limited user behaviour analysis Legacy click fraud tools don’t track user activity after a click, so without the ability to analyze human-like behavior analysis and heuristic checks, brands can’t tell if it’s a real user or just a bot driving invalid traffic.   Know if your ad fraud verification partner uses the latest technology or not   3. Skewed Optimization & Misguided Strategy When post-click fraud goes undetected, Hard KPIs such as events (Leads, sales, order placed etc), conversion rate, and are inflated or misleading which impacts the campaign optimization.  Why Full-Funnel Validation Is the New Benchmark This holiday season, full-funnel validation is essential to track real user behaviour across the entire journey. mFilterit’s Valid8 tool, offers full-funnel ad fraud solution, delivering advanced human-behaviour analysis powered by our legacy pixel tools.  Significance of Full-funnel Validation 1. Protect Every Step of the User Journey Monitors click, impressions, installs, and events, ensuring every interaction is genuine. This keeps campaigns efficient and maximizes ROI.  2. Prevent Fraud Before Spending Advanced pre-click anomaly detection identifies suspicious traffic sources and placements before ad spend occurs, saving budgets from invalid activity.  3. Understand Real User Engagement By analysing session depth, dwell time, and authentic interactions, brands focus on meaningful engagement rather than superficial or bot-driven activity.  4. Detect Sophisticated Fraud Across Channels Cross-channel visibility combined with AI and ML enables detection of evolving fraud across search, affiliate, and app campaigns, keeping CPC campaigns secure.  5. Ensure Comprehensive Campaign Protection All threats, including bots, blacklisted devices, and distribution fraud, are monitored and blocked, safeguarding every step of the campaign and protecting ROI.  Impact of Full-funnel Validation: Real Campaign Performance, Not Inflated Valid8, with its. all its features aim at improving campaign performance throughout all the levels without presenting any inflated metrics. Here’s how it impacts –  1. Budget Efficiency Wasteful interactions are filtered out, allowing brands to focus spend on genuine traffic that drives revenue.  2. Conversion Quality Campaigns attract real users, optimizing for conversions that truly matter.  3. Long-Term Growth Fraud-free, accurate data enables smarter decisions, improving ROI and supporting sustainable growth.  4. Cross-Channel Consistency All channels search, affiliate, apps, and retargeting—are monitored, preventing fraud migration across platforms.  5. Real-Time Campaign Adaptation AI-driven detection identifies emerging fraud tactics instantly, allowing marketers to adjust campaigns before losses occur.      Conclusion To make your campaigns really work, it’s not enough to just

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Mobile Ad Fraud

How a Leading MENA Ride-Hailing App Cut Mobile Ad Fraud & Boosted ROI

MENA, Blog, Mobile Ad Fraud /

Every performance marketer running a user acquisition campaign has the same goal – to increase the number of app installs and lower CPI. But often, the post-install metrics don’t match what campaign dashboards show. Despite high marketing spends, performance looks inflated and unpredictable. The numbers eventually stop making sense due to low engagement and poor retention. And this usually means one thing: you’re acquiring installs, but not real users. This gap between installs and engagement clearly indicates mobile ad fraud – deceptive tactics used to manipulate mobile advertising campaigns and post-install metrics. A threat that eats into budgets even before marketers notice. That is why, while chasing installs, it is also important for marketers to ensure those installs are not the work of bots, click farms, or devices mimicking real behaviour, but real active users. In this article, we will talk about mobile ad fraud, how it impacts user acquisition campaign performance, and how an app traffic validation solution solves the problem using a real-case example of one of the leading MENA region ride-hailing platforms. The Hidden Problem Behind ‘Successful’ Campaigns Mobile app fraud doesn’t always look suspicious. It hides behind glowing campaign reports and conversion metrics, until looked into carefully. Fraudsters use various hard-to-detect techniques to manipulate CAC, inflate ROI metrics, and drain advertising budgets. The problem becomes worse in affiliate-driven campaigns, where marketers rely on multiple partners and traffic sources, each claiming their share of conversions. Here are some of the common types of mobile ad fraud techniques you need to watch for: 1. Click Spamming Fraudsters send a large number of fake clicks hoping to get credit when a real user installs the app later. It inflates click numbers and hijacks attribution. 2. Click Injection This happens when malicious apps detect new installs and inject fake clicks just before the install completes, stealing credit from genuine sources. 3. Fake Installs or Bot Installs Automated bots or emulators install apps to simulate user growth, wasting spend and polluting engagement data. 4. SDK Spoofing Fraudsters manipulate app SDKs to generate fake in-app events, such as signups or purchases, without any real user activity. 5. Device Farms Groups of physical or virtual devices repeatedly install and uninstall apps to mimic new users, tricking campaigns into paying for fake conversions. Each of these tactics has a different method, but the result is always the same – invalid traffic, invalid app installs, wasted spend, and misleading data. So, if you notice installs rising in your campaigns but not matching the engagement metrics, you might be paying for bots, not buyers. Case in Point: How We Detected Mobile Ad Fraud for a MENA Region Ride Hailing App One of the leading ride-booking app platforms in MENA was aggressively scaling across ad networks and affiliate channels. Their goal was to acquire new users and expand its rider and driver base rapidly. While running campaigns, everything looked promising at first. Installs were growing fast, and campaigns were delivering with high conversions. But the post-install activity told a different story; many new users never completed their first ride. Here’s what they discovered during the app traffic audit: Over 60% of installs were invalid, driven largely by click spamming and fake devices. Fake in-app events, such as ride completions and referrals, were skewing engagement metrics. Rogue publishers were inflating performance numbers to claim payouts. Lack of visibility across diverse fraud types and evolving attack patterns. The result? Wasted marketing spend, misleading reports, declining ROI, and the problem spread across the full user journey. After recognizing the intensity of budget leak, the team decided it was time to clean the funnel from the top to bottom. Deploying App Traffic Validation: Cleaning the Funnel & Focusing on Real Users To rebuild visibility and trust, we helped the ride-hailing platform implement AI-driven traffic validation across the entire user acquisition funnel, from the first click to in-app events. Using our AI-ML-based advanced app traffic validation solution – Valid8, we helped them monitor traffic in real-time, right from the moment a user clicks on an ad, installs the app, to when they start booking rides or referring friends. With AI and behavioral intelligence, we helped them analyze device environments, traffic sources, and user behavior to flag anomalies and separate genuine users from fraudulent ones, such as automated ride completions or fake referrals. As a result, the marketing team could finally see which partners were driving genuine users, and within three months: Install fraud dropped by more than 20%, from 61.37% in March to 38.29% in May. Fake event fraud activity declined sharply after validation filters were applied, particularly post-April, following stricter validation measures for SDK manipulation and event spoofing. Budgets were reallocated toward verified, high-quality sources.   Therefore, the platform gained end-to-end visibility and control, across campaign management, faster partner optimization, and long-term user base quality enhancement. The Impact: Real Data, Real Users, Real Growth The deployment of mFilterIt’s app traffic validation and app fraud detection solution brought about significant improvements in both the quality of traffic and the overall campaign performance for the ride-hailing app. By validating every user at both the install and event stages, the platform was able to shift from a reactive to a proactive fraud prevention approach. Media spends became more efficient, with budgets redirected away from low-quality sources and toward high-performing channels. Moreover, reporting clarity improved, with daily fraud insights and publisher-wise diagnostics building stronger trust across internal marketing, analytics, and leadership teams. Validated insights also helped rebuild confidence across departments, marketing, analytics, and leadership. The brand was no longer just acquiring users; it was acquiring verified users who truly interacted with the app, leading to better retention, improved ROI, and stronger customer trust. Takeaways for App Marketers Every marketer aims for growth and numbers, but real growth depends on users. If MENA’s case study hits the relatable chord, here’s what you should remember: Don’t measure success by installs alone. Track the entire funnel from installs to events to engagement and retention to spot inconsistencies

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Protect your ecommerce brand from ad fraud this holiday season 2025

USA Holiday Season 2025: Protect Your Ecommerce Brand from Ad Fraud & Risks

USA, Ad Fraud Blog - Valid8, Blog /

The US holiday season 2025 is fast approaching, and ecommerce brand is gearing up to capture every opportunity to reach their target audience. In a highly competitive and oversaturated market, it’s not just about attracting the right customers, it’s about retaining them and ensuring meaningful engagement. With the U.S. accounting for nearly 10% of global ecommerce, the scale and influence of the American ecommerce market make it clear why brands are focusing their strategies here to maximize holiday sales and ROI.   This Holiday season opens the opportunities, but scammers are racing to exploit the surge in ads, holiday campaigns, and offers, and consumer urgency, making brands prone to market vulnerabilities like ad fraud and phishing attacks. They gradually exhaust brands’ ad budgets, impacting reputation and eventually impacting growth.  In this blog, you will discover:  Why brands are more prone to scams during the holiday season  How Holiday Brand Campaigns Are at Risk of Ad Fraud  Holiday Season Threats Beyond Ad Fraud: Brand Misuse and Counterfeits  Domino Effect of Ad Fraud and Brand Infringement  How to Safeguard Your Ecommerce brand from Holiday Fraud and Threats  Quick Pre-Holiday Safety Checklist for ECommerce Marketers  Why Brands are More Prone to Scams during the US Holiday Season As US e-commerce enters the holiday season, rising ad spends and shopper activity create prime opportunities for fraudsters to exploit. Let’s know why –  1. Surge in Ad Budgets Marketers ramp up their digital ad budgets to capture the attention of customers who are willing to spend more in the US holiday season. They run multiple campaigns on various sites, attracting massive holiday traffic, and making it easier for fraudsters to blend their fraudulent activities in the process.  2. Performance Pressure Holiday season creates a performance pressure on brands that release their marketing campaigns. This urgency to capture customer attention may often lead to ads being exposed to unsafe ad placements, invalid traffic, and even hijacking of organic traffic.   3. Impulsive Clicks on Attractive Deals Fraudsters use “too good to be true” offers as a prey to attract customers, enabling them to click on the advertisement and redirect them to fake sites, harvest data, or generate fake conversions, all while damaging the brand’s trust and reputation.  4. New Affiliates and Networks During the peak US holiday season, when brands onboard new affiliates or networks for more organic reach, this raises the risk of fraud. Affiliate traffic without any checks can expose ad campaigns to various scams like coupon fraud, organic hijacking, brand bidding violation etc, therefore manipulating the data and leading to increased spends to acquire new users.    Holiday Ad Campaigns at Risk: Key Ad Fraud Techniques to Watch While you are doing everything right. Your traffic reaches the promised numbers, but still conversions remain behind. This is a clear sign that your ad campaigns are at risk. To maximize the impact of your campaigns and minimize the risk, ecommerce brands must look out for the following ad fraud techniques –  1. Click Farms and Bots Fraudsters bring automated bots into action who repeatedly click on ads to stimulate engagement. This will make the campaign statistics rich in numbers but rarely convert them into real conversions.  2. Incentivized Installs/Signups Another way of inflating metrics with false statistics is offering gifts and coupons to users who have no intention of making any purchase. These users install the app or signups without any genuine interest.  3. Install Hijacking Through various click frauds like click injection, fraudsters cause install hijacking. They take the credit of the install that was organically performed by the user, letting marketers pay for the organic install.  Know how click injection costs brand  4. SDK spoofing Fraudsters track user actions, like installs, sign-ups, or purchases, and manipulate the SDK data, making them look like real user activity.  5. Domain Spoofing Fraudsters impersonate a low-quality website as a brand’s website, misleading users and taking the purchase credit. This causes wastage of budgets, undermining campaign performance.  E-Commerce Holiday Scams Beyond Advertising The tactics of fraudsters are not limited to ad fraud; they go beyond that. When your product or brand logo appears on an illegitimate site or an unsafe place, the impact extends beyond just a failed campaign. Here’s why the holiday season is a hotbed for brand infringement. To tackle this, brands must look out for the following brand infringement scams like –  1. Counterfeit Products & Lookalike Sites Fraudsters create sites mimicking official stores to steal user data, including basic credentials and payment information, and selling counterfeit products in return. This hampers user trust and brand reputation.  2. Phishing Campaigns Using Your Brand’s Name Scammers send fake emails or offers, like bogus discount codes, to trick customers into sharing sensitive information.  3. Social Media Impersonation Fraudsters create fake brand accounts or influencer pages to promote fraudulent deals, misleading followers, and harming brand trust.  4. Misleading Ad Placements Misplaced ads have emerged as a severe problem for brands where ads appear alongside inappropriate, polarizing, or low-quality content on search engines, potentially damaging brand reputation.  5. Unauthorized Resellers Third parties list your brand’s products on marketplaces with altered prices or misleading claims, eroding margins and customer trust.  Ad Fraud and Data Distortion: The Domino Effect on E-Commerce Campaigns Ad fraud and brand infringement do not just cause monetary loss; they distort the data ecommerce brands rely on, and the problems go deeper than you think. Let’s understand the impact:   1. Inflated Engagement from Fraudulent Clicks Click fraud causes invalid clicks, which inflate the campaign metrics, making it appear more successful than it really is. This causes the optimization models to learn and strategize from false data and misallocate ad budgets.  2. Skewed ROAS from Fake Affiliates & Spoofed Installs Invalid holiday traffic generated from fake leads or hijacked app installs distorts ROAS metrics, making campaigns seem profitable when they are not.  3. Diversion from Counterfeit Listings Fake or unauthorized product listings draw real customers away from legitimate stores, reducing sales and hurting brand

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Quick Commerce Trends During Festive Season

Quick Commerce Trends During Festive Season: Here’s What Blinkit Data Reveals

Blog, Digital Shelf Analytics /

The festive season in India has always been synonymous with indulgence. A time when sweets, chocolates, and celebratory treats dominate shopping baskets. But over the past few years, this definition of indulgence has been quietly evolving. Today’s consumers are not just celebrating, they’re consciously celebrating. The modern festive shopper is as mindful about what goes into their cart as they are about what goes into their body. Chocolates remain a staple, but they now share shelf space with protein bars, low-sugar desserts, and functional snacks signaling a clear shift towards health-conscious gifting and self-consumption. A quick look at recent festive season buying patterns confirms this transformation. Traditional sweet categories continue to grow, but health-first snacking has emerged as a parallel indulgence, driven by consumers seeking balance between taste, nutrition, and celebration. This trend is particularly visible on quick commerce platforms like Blinkit, where convenience meets conscious choice. To decode this shift, we analyzed Blinkit’s visibility data across two key festive categories, chocolates and protein bars, examining both organic and sponsored performance. The findings reveal how evolving consumer preferences are reshaping category competition and what it means for brands preparing to win on the digital shelf for the 2025 festive season. Chocolate Quick Commerce Trends During Festive Season: See How Cadbury is Leading & What Other Brands are Doing We all know that the festive season brings a surge in chocolate purchases, both for gifting and self-consumption. Here’s what leading chocolate brands are doing as per mFilterIt’s analysis of BlinkIt visibility data: Cadbury dominates with 44% organic share and 18% sponsored share, reflecting unmatched recall and consistent marketing strength. Nestlé and Amul follow Cadbury with a strong combined organic visibility of 27% but show limited investment in sponsored visibility. Karachi Bakery and Hershey’s rely heavily on paid visibility with 18% and 16% of share, respectively, to secure attention and compete with leading players. Protein Bar Quick Commerce Trends During Festive Season: Who’s Winning the Festive Protein Bar Battle on Blinkit The energy and protein bar category tells an equally revealing story. Here’s how brands are winning over the health-conscious consumer market: In terms of organic share, Yogabar leads the market with 26%, followed by RiteBite at 23%, SuperYou at 10%, and The Whole Truth at 8%. When it comes to sponsored visibility, Yogabar again takes the top spot with a 34% share, while SuperYou follows at 23%, RiteBite at 21%, and The Whole Truth at 8%. How mFilterIt’s Ecommerce Analytics Help Brands Win on Digital Shelf: A DIY Checklist As festive demand surges, managing visibility across quick commerce platforms like Blinkit, Zepto, and Swiggy Instamart becomes a daily challenge. Product rankings shift by the hour, competitor bids fluctuate, and stockouts can affect the momentum significantly. To stay ahead, category managers need real-time digital shelf analytics that help them track visibility, optimize performance, and make fast, data-driven decisions. That is where mFilterIt’s Ecommerce analytics tool – mScanIt, helps brands unify visibility, performance, and competitive intelligence to maintain the right balance between organic discoverability and sponsored visibility, ensuring every SKU performs at its best during festive peaks like Diwali. Learn about the benefits of e-commerce shelf monitoring in the digital commerce ecosystem.  Here’s a Checklist for Quick Commerce and Ecommerce Brands to Stay Ahead This Festive Season: 1. Monitor visibility performance in real-time On quick commerce platforms, what consumers see is what they buy. Visibility fluctuates by the hour, driven by algorithmic changes, competitor bids, and inventory availability. Failing to track visibility – both organic and sponsored means losing ground when it matters most. How mScanIt helps: The discoverability tracker helps brands track real-time visibility insights across SKUs and categories, highlighting when competitors outrank or outbid your products. This enables quick, data-backed reactions to protect your brand’s share of shelf during peak hours. 2. Build the Right Balance Between Organic and Sponsored Presence A successful festive strategy is about spending smart, not more. Overspending on ads for already visible SKUs and underinvesting in low-ranked ones can dilute returns. A balanced strategy between organic strength and paid promotion is essential to maximize efficiency and impact. How mScanIt helps: Using the category share analysis, brands can clearly see the split between organic and sponsored visibility. This helps allocate ad budgets more strategically, investing where it drives incremental visibility and optimizing where organic performance already holds strong. 3. Strengthen Product Content for Festive Discoverability Even the leading brands lose visibility if their product listings are incomplete or outdated. Content hygiene is one of the key features to stay visible and discoverable on the digital shelf. Optimized content with accurate titles, high-quality images, and relevant keywords helps your SKUs rank higher, appear in contextual searches, and attract impulse buyers. Inaccurate titles or missing visuals lower click-through rates and reduce purchase intent, especially when competition intensifies. How mScanIt helps: The content audit tool helps automatically identify missing details, inconsistent visuals, and irrelevant keywords. It ensures each SKU is optimized for discoverability using festive, gifting, and wellness-focused search terms that reflect current consumer intent. 4. Enhance Brand Trust Through Positive Consumer Feedback During festive sales, new buyers often depend on reviews and ratings to make purchase decisions. Proactive review management directly influences conversion rates and brand credibility. How mScanIt helps: The review sentiment analysis helps keep a track of consumer feedback in real time, identifying recurring issues and positive sentiment drivers. This enables brands to respond quickly, fix problems, and strengthen their overall reputation before festive peaks. 5. Keep Your Bestsellers Always Available Out-of-stock issues can instantly halt sales momentum. Especially during peak demand times, stockouts not only reduce conversion but also push competitors up on the digital shelf. Consistent stock availability ensures continuity in visibility and prevents algorithmic ranking drops. For high-demand SKUs, real-time stock monitoring directly helps increase sales and brand dominance. How mScanIt helps: The availability tracker continuously monitors stock levels and sends alerts for low or out-of-stock items. This helps category managers coordinate replenishment on time and prevent competitor takeovers of key listing spaces.

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