Glossary

Ad fraud is a deliberate attempt to manipulate digital advertising metrics such as impressions, clicks, conversions, etc. using various illegitimate techniques. The primary goal is to waste advertising budgets that brands put in for growth and earn undeserving payouts and commissions without delivering any genuine user engagement.  

Moreover, ad fraud is now not just limited to bot traffic or invalid traffic. It has evolved over the years, mimicking real user behaviour, making it even more difficult to identify what’s real or fake. This not only impacts top of the funnel but bottom of the funnel as well, which means from impressions to events and conversions in case of both app and web campaigns, respectively. 

Ad hijacking happens when someone copies a brand’s ads or uses its keywords to trick people into visiting third–party websites. This leads to lost sales, higher advertising costs, and damage to the brand’s reputation. Users may feel misled, and companies lose control of their campaigns, making it harder to build trust and get real results.

An ad impression occurs each time an advertisement is displayed on a user’s screen as soon as it loads, whether or not it’s clicked. It’s a key metric for measuring ad visibility and reach, helping advertisers understand how often their ads appear and evaluate campaign performance. 

A malicious tactic where unauthorized ads are injected into webpages leading to brand safety and trust issues.

Ad spend refers to the total amount of money allocated or used by advertisers to promote their products or services across various platforms. It includes budgets for digital, social, and traditional media campaigns, and is a critical factor in measuring return on advertising investment (ROAS). 

We eliminate wasted budget by identifying fake traffic across platforms and touchpoints. we optimize every dollar spent with conversion tracking software and traffic-level insights.

Ad stacking is where several ads are layered directly on top of one another within a single ad slot on a webpage or app. Only the ad sitting on top is actually visible to the person viewing the page.  

The ads stacked underneath are completely hidden, yet each one still registers as a delivered impression and gets billed to the advertiser as if it had genuinely been seen. So, in one ad slot, on one screen, multiple advertisers end up paying for the same moment of attention, even though only one ad was ever actually in front of a real viewer. 

Ensure your ads appear in the right place, to the right people, and in the right format. We cross-check placements to confirm delivery and protect brand equity.

An ongoing process where brands keep an eye on how affiliates promote their products or services online. It checks whether affiliates are using approved creatives, driving genuine traffic, and following brand rules. The goal is to stop misleading ads, fake conversions, coupon misuse, or shady placements early, so the brand’s budget, reputation, and real performance stay protected.

Not all affiliates play fair. We expose and prevent affiliate marketing fraud, including cookie stuffing, fake installs, and recycled leads, ensuring partnerships are built on integrity. 

Affiliate monitoring is the process of tracking and reviewing the activities of affiliate partners to ensure they follow brand guidelines and ethical marketing practices. It helps detect issues like fake traffic, policy violations, misuse of brand assets, and fraudulent tactics. Effective monitoring protects ad budgets, ensures genuine conversions, and maintains brand reputation. 

AI Lead Scoring is the process of using artificial intelligence to evaluate how likely a lead is to convert by analyzing their behavior, engagement, and other key signals. It automatically ranks leads from low to high priority, helping sales teams focus on high-potential prospects, speed up qualification, and improve overall conversion efficiency. 

Deceptive techniques (like last click hijacking) used to steal credit for real conversions, typically harming conversion tracking software accuracy.

Webpages that refresh themselves to artificially increase impressions or revenue.

We use a hybrid of behaviour-based modelling and rule-driven analysis to identify bot-like actions and unnatural flows. These patterns often reveal attribution fraud and suspicious conversion abuse.

Blocking known fraudulent IPs, devices, or domains to maintain clean campaign delivery.

AI-powered filters that screen out non-human interactions in ad inventory. 

Blocking fake or automated traffic before ads are shown. 

A bot prevention tool helps detect and block automated bots from interacting with your digital ads. It protects your website and campaigns from fake traffic, click fraud, and other sophisticated ad fraud techniques, ensuring accurate data and genuine user engagement. 

Bot traffic refers to non-human visits or interactions generated by automated software programs, commonly known as bots. While some bots perform legitimate tasks like search engine indexing, sophisticated malicious bots are designed to mimic real user behavior, generating fake impressions, clicks, or website visits to manipulate digital marketing campaign metrics.

As digital advertising becomes more sophisticated, bot traffic has emerged as a major challenge for businesses. It distorts performance metrics, consumes marketing budgets, and makes it difficult to distinguish genuine customer activity from fraudulent interactions, leading to inaccurate business decisions.

A large group of infected devices that work together to simulate user behavior, clicks, or even conversions.

Brand bidding is the practice of bidding on a company’s branded keywords in search engine advertising campaigns. It commonly occurs when competitors or affiliates target a brand’s name to attract users who are already searching for that business. 

As paid search becomes increasingly competitive, brand bidding has become an important concern for businesses. If left unchecked, it can increase advertising costs, divert potential customers, and create confusion among users. Understanding how brand bidding works is essential for protecting your marketing investments and maintaining a fair advertising strategy. 

Brand impersonation is a deceptive practice where fraudsters mimic a legitimate company’s identity, such as its name, logo, website, or social media presence, to mislead customers or partners for malicious purposes like phishing, data theft, or financial gain. 

Brand infringement happens when someone uses a company’s name, logo, products, content, or identity without permission. In most cases, the goal is to trick people into believing they are dealing with the real brand. 

This leads to loss of customer trust, revenue, and in major cases, public backlash as well. 

Therefore, as businesses become more digital, brand infringement and brand impersonation have become a growing problem across websites, social media platforms, mobile apps, search engines, online marketplaces, and messaging channels. 

Brand Monitoring is the continuous process of tracking and analyzing online mentions, conversations, and perceptions of a brand across digital channels. It also includes monitoring the use of brand assets such as logos, trademarks, and product images, to detect misuse, policy violations, impersonation, or counterfeit activity. It helps businesses protect reputation, detect misuse, and make right decisions.

Brand safety means making sure your ads appear in places that reflect your brand's values and reputation. It prevents your advertisements from showing up next to harmful, misleading, offensive, or inappropriate content that could create a negative impression among customers.

With ads appearing across thousands of websites, apps, videos, and social platforms, maintaining brand safety is more important than ever. Even a single misplaced ad can affect customer trust and brand perception, making brand safety an essential part of every digital advertising strategy.

We continuously monitor click rates, conversion paths, bounce rates, and more using both in-house tech and integrated conversion tracking software to ensure consistent performance.

Click fraud is when competitors, bots, or click farms repeatedly click on your ads with zero intention of buying anything, draining your ad budget fast while your real audience never even gets a chance to see your message. It reduces ROI of your campaigns while also impacting optimization efforts. At mFilterIt, we see this as one of the most damaging threats to your performance campaigns. Therefore, detecting click fraud using an advanced click fraud protection tool is essential to ensure you marketing investments drive genuine users and high impact. 

In mobile attribution fraud, a rogue app sends a fake click millisecond before a real app install occurs, stealing conversion credit and draining the install budget by claiming ownership of the install. 

We ensure only real users are engaging with your ads, filtering out click bots and automated traffic using both detection systems and click fraud protection 

Fraudsters generate large volumes of fake clicks, often using bots or proxy traffic, to overwhelm attribution systems. The goal is to claim credit for installs or sign-ups without real user interaction. 

Contextual ad targeting is a strategy that helps place ads based on the content and context of the background. It ensures ads appear alongside relevant topics, which ensures protecting brand reputation by improving user engagement, brand alignment, and overall campaign performance. 

Contextual advertising is a targeting strategy where ads are displayed based on the content of a webpage or app, rather than user data. It matches ad creatives with relevant topics, keywords, or themes, ensuring the message appears in a suitable environment. This helps improve engagement, brand relevance, and ad performance while maintaining user privacy. 

Contextual targeting is an advertising approach that places ads based on the content of a webpage rather than user data. It analyzes keywords, topics, and context to ensure ads appear in relevant environments. This helps brands reach audiences interested in related content while maintaining privacy and ensuring brand-safe placements. 

Conversion metrics help measure how users move from interaction to action, such as completing a sign-up or purchase. They reveal patterns that show whether engagement is genuine. When conversions drop despite high traffic, it can indicate fraudulent activity. Monitoring these metrics closely helps marketers ensure their results come from real users and authentic performance.

Only authentic leads and events get counted. We apply multi-layer checks including behavioural, device-based, and journey-level signals to filter out noise and give your transaction monitoring true meaning.

Secretly placing affiliate cookies in a user’s browser so that fraudsters receive commissions for actions they didn’t earn.

Cost Per Action (CPA) fraud happens when fake actions like sign-ups, downloads, or purchases are generated to earn payouts. These actions look real but come from bots or fake users. As a result, advertisers lose money on false conversions and struggle to measure the true effectiveness of their campaigns. 

A pricing model where advertisers pay only for verified, fraud-free user interactions. 

Counterfeit listings refer to online product listings that sell fake or unauthorized versions of genuine branded goods. These listings often misuse brand names, logos, images, or descriptions to mislead consumers into believing the products are authentic. Counterfeit listings harm brand reputation, reduce legitimate sales, and expose customers to poor-quality or unsafe products across e-commerce and digital marketplaces. 

Counterfeit Protection is the process of identifying, preventing, and removing fake or unauthorized products from online marketplaces. It helps brands protect their reputation, integrity, and customers by ensuring only genuine products reach them.

Fraudsters fake sign-ups or leads to steal Cost-Per-Action (CPA) budgets.

A fraud scheme in which large volumes of real or virtual devices (phones, tablets, desktops) are used to simulate legitimate user interactions, such as clicks, installs and conversions, to generate invalid traffic and drain ad budgets under the guise of genuine performance. 

Device fingerprinting creates a unique identifier for each device using attributes like OS, screen resolution, IP behavior, browser, time zone, and fonts. It helps detect abnormal activity even when fraudsters reset IDs or use emulators. By identifying repeated or suspicious behavior in real time, it enables early fraud detection and faster preventive action. 

Device spoofing when fraudsters disguise or manipulate device information to fake the source of ad traffic, making one device look like thousands, or making low-quality traffic appear like it’s coming from premium users, all while your budget takes the hit for audiences that never really existed. 

Digital Share of Shelf is a measurement metric to see how visible your brand or product is across ecommerce or online shopping platforms. It helps you understand how often your product appears in search results, category pages, or sponsored listings whenever consumers search for it online. It also includes factors like search rankings, whether your product is even in stock, pricing, ratings, and reviews, etc.

Therefore, brands that show up more on digital shelf, and show up better, pull in more shoppers, convert more, and generally stay a step ahead of their competitors and acquire a stronger presence on digital share of shelf.

Digital Shelf Analytics is the process of tracking and analyzing how products appear, perform, and are discovered online—across e-commerce sites, marketplaces, and retailer websites. It helps brands understand product visibility, pricing, availability, and customer interactions, so they can optimize listings based on insights and boost sales. 

Digital Shelf Metrics are performance indicators that measure how products appear and perform across online ecommerce platforms. They track factors like visibility, content accuracy, pricing, availability, and reviews to help brands optimize their online presence and drive ecommerce growth. 

Direct Selling Agents (DSAs) are third-party individuals or entities authorized to promote and distribute financial products such as loans, investments, or advisory services on behalf of institutions. They engage with customers through digital platforms, social media, and personal networks to generate leads and awareness, acting as an extended sales channel for financial brands. 

Display fraud involves generating fake impressions on ads often using bots or malicious scripts to manipulate display advertising metrics. It makes campaigns appear successful when they’re not, leading to wasted ad spend, inflated performance data, and misleading insights that affect targeting accuracy and overall campaign ROI. 

Fraudsters pretend to be premium websites in order to charge higher CPMs hurting your brand reputation and wasting your ad spend.

Ecommerce Digital Marketing refers to the use of online strategies and channels, such as social media, search engines, email, and paid advertising, to promote products, attract customers, and drive sales for online stores, enhancing visibility and revenue in the digital marketplace. 

Ecommerce analytics is the process of collecting and analyzing data from your online store to understand how customers browse, interact, and make purchases. It helps businesses measure performance, identify customer behavior, rank on digital shelf and make smarter decisions to increase sales and improve the shopping experience. 

As online competition grows, ecommerce analytics has become essential for identifying growth opportunities, improving customer experiences, and maximizing business performance. However, understanding the right metrics and insights is what separates successful ecommerce brands from the rest. 

Event spoofing is when fraudsters fake in-app actions, like purchases, sign-ups, or other user events. This tricks advertisers into thinking their campaigns are performing well, even when real users aren’t taking those actions. It wastes budgets, misleads analytics, and makes it harder for brands to measure true engagement and make informed marketing decisions. 

Fake Leads are fraudulent or invalid contact entries generated through digital campaigns, often created by bots, click farms, or inaccurate user data. They waste marketing budgets, distort performance metrics, and hinder genuine customer acquisition by inflating lead volumes without real conversion potential. 

Fraud intelligence refers to the process of collecting and analyzing data to detect, understand, and prevent fraudulent activity. It uses real-time insights, behavioral analysis, and machine learning to identify suspicious patterns before they impact campaigns. With strong fraud intelligence in place, marketers can make smarter decisions, protect their budgets, and trust that their performance results truly reflect real outcomes. 

Fraud Prevention refers to the strategies and tools used to detect, block, and reduce fraudulent activities across digital platforms. It involves monitoring behaviors, suspicious patterns, and blocking harmful actions before they cause damage. Effective fraud prevention protects businesses from financial loss, reputational risk, and fake data or marketing performance.

Our AI/ML models have learned from thousands of campaigns. They pick up subtle cues whether it’s mobile attribution fraud, spoofed referrers, or time-based manipulation of journey logs.

Visits or ad interactions generated by non-human or deceptive sources (bots, click farms, malicious scripts, or domain spoofing) only to inflate metrics, waste ad spend, distort campaign performance, and undermine digital advertising effectiveness. 

Frequency capping is basically a rule that controls how many times the same user sees your ad within a given time period. For example, 3 times a day. The idea is simple, instead of hammering one user with the same ad repeatedly, those impressions get spread across fresh audiences. More reach, less annoyance, less ad fatigue, and a budget that actually works harder for you. 

Tracking of every phase of your digital campaign from first impression to final conversion to identify and block fraudulent activities. This end-to-end coverage acts like robust fraud prevention, shielding your paid advertising from waste. 

Easily detectable bot traffic, like crawlers or data center hits.

Geotargeted ads are online advertisements that are shown to users based on their specific location, such as city, region, or country. It helps brands reach audiences with relevant messages tailored to local needs, preferences, or events. Geo targeting improves ad relevance, boosts engagement, and ensures marketing budgets are spent on the right audiences. 

Serving ads in ways that make them invisible (e.g., off-screen or 1×1 pixels) just to boost metrics dishonestly.

Compromised phones or desktops used as bots to simulate impressions or clicks.

Occurs when your ad appears in unseen or hidden placements reducing real value while charging you more.

Valid impressions come from human eyes. our checks help combat impression fraud and preserve your brand reputation by verifying your creatives are genuinely viewed not just served.

Incent fraud happens when people or bots exploit reward-based ads to create fake clicks, installs, or conversions. This gives advertisers a false picture of how well their campaigns are doing and wastes budgets. Detecting and preventing this type of fraud is essential to ensure that campaigns reach real users and deliver genuine results. 

An incent wall is an ad setup that rewards users for completing certain actions, like watching a video, filling a survey, or downloading an app in exchange for a reward. This motivates users to engage with campaigns and increases interactions. However, brands need to watch for fake activity, as some people may try to game the system just to earn rewards. 

Users (or bots) are paid or rewarded to click ads, skewing CTRs and disrupting performance tracking.

Any form of non-legitimate ad traffic including bots, click farms, hijacked sessions, or misrepresented geolocation.

IP Blacklisting blocks traffic from locations or devices that show suspicious behaviour. If an IP repeatedly sends fake clicks, bot activity, or dishonest conversions, it gets added to a blocklist. Once blacklisted, any future visits from that IP are automatically rejected. This keeps dashboards clean and stops fraud before it affects campaign results. 

A method to identify devices for fraud detection based on browser characteristics.

Inserting malicious JS code into ad delivery paths to hijack ad calls or redirect traffic.

When malware or injected scripts alter the user’s path to redirect to a competitor or fraudulent page.

A data-interchange format used in programmatic ads; vulnerable if not secured properly.

Low-quality or non-converting traffic that wastes budget and skews performance metrics.

Fraud tactic where bots mimic human typing patterns to avoid detection.

When competitors or affiliates bid on your brand keywords to divert traffic.

Tracking keyword use across affiliates and search engines to prevent abuse.

Overuse of keywords to manipulate SEO rankings, potentially flagged by search engines.

Regulatory process that can apply to affiliate validation and onboarding.

Creating a fake destination page to mislead users or capture data.

Last-click attribution gives full credit for a conversion to the final touchpoint a user interacts with before completing an action, like a click or install. It helps marketers understand which source influenced the final decision.  

Delaying ad calls to manipulate impression timing or reporting.

Submission of fake or stolen user data in lead-generation campaigns.

Lead validation is the process of verifying whether the incoming leads are real and valuable or not. By verifying details and analyzing user behavior proactively, companies can filter out fake or low-quality leads. This saves time and effort for sales teams, helps focus on genuine prospects, and increases the chances of turning leads into customers while improving overall campaign performance.

Masking true user geolocation to bypass geo-filters in ad campaigns.

Mimicking real users to pass basic verification systems and earn CPA payouts.

We offer customizable dashboards and reports that link paid advertising to real business results. Track KPIs, improve allocation, and analyze patterns with ease.

Mobile ad fraud is the deliberate manipulation of mobile advertising campaigns by fraudsters or affiliates to generate fake installs or in-app events that appear to come from real users. Fraudsters use techniques such as click spamming, click injection, organic poaching, device manipulation, SDK spoofing, etc., to claim advertising revenue without delivering genuine user engagement.

As businesses continue to invest heavily in app marketing, mobile ad fraud has become a significant challenge. It distorts campaign performance, drains advertising budgets, and leads to poor marketing decisions by filling reports with misleading data instead of genuine user activity.

We secure your in-app journeys from install to post-install by catching threats like SDK spoofing and attribution hijacks, including both app attribution fraud and mobile attribution fraud techniques that mislead marketers. 

When multiple devices appear as one to mask click farms.

Fraud that originates at the ISP, hosting, or CDN level, harder to detect.

Excessive or irrelevant traffic generated to obscure fraudulent signals.

Web traffic generated by bots, spiders, or scripts rather than people.

Visits without a referrer, often used to hide the origin of suspicious activity.

Post-impression checks for fraud that occur outside the publisher environment.

Real-time fraud mitigation executed directly on the publisher’s platform.

Organic poaching is a mobile ad fraud tactic where affiliates take advantage of the last-click attribution to claim credit for users who intended to install an app naturally. Fraudsters create fake clicks right before installation, which makes it seem like the install was paid rather than organic. As a result, brands mistakenly pay affiliates for conversions that they did not actually generate. 

Making paid or bot traffic appear as organic to manipulate analytics.

Misrepresenting the operating system (Android/iOS) in device metadata for fraud.

OTT advertising is a way of showing ads on streaming platforms where people watch content over the internet instead of traditional TV. These ads appear on apps and services accessed through smart TVs, mobile phones, or connected devices. It helps brands reach viewers while they are watching shows, movies, or live content in a more targeted and engaging way. 

Displaying ads as overlays on content users are already engaging with, often without consent.

Performance metrics are measurable data points used to evaluate how effectively a digital campaign is performing. They help brands track results like clicks, conversions, traffic quality, and ROI, while identifyinginefficiencies caused by invalid or fraudulent activity. Performance metrics are measurable data points used to evaluate how effectively a digital campaign is performing. They help brands track results like clicks, conversions, traffic quality, and ROI, while identifyinginefficiencies caused by invalid or fraudulent activity. 

A phishing scam is a fraudulent attempt to steal sensitive information such as passwords, credit card details, or business data. These scams often use fake emails, websites, or messages to look legitimate (posing as trusted brands), leading victims to unknowingly reveal confidential information. Detecting and blocking phishing attempts early helps safeguard customers and maintain trust in a brand’s digital ecosystem. 

This technique places ads into a tiny 1×1 pixel, making them invisible to users but still counted as impressions. It inflates CPMs and skews viewability reports by creating fake ad activity.

Price intelligence is the process of tracking, analyzing, and comparing product prices across competitors and ecoomerce markets. It helps brands and retailers make informed pricing decisions, stay competitive, and optimize revenue strategies in real time. 

Fraudsters exploit automated ad buying with tactics like fake inventory, spoofed auctions, and invisible placements.

Our systems validate all programmatic ad purchases in real time making sure your bids are spent wisely, not on spoofed domains or shady traffic networks. It also reflects current digital advertising trends in transparency and control. 

Traffic routed through proxy servers to disguise its true origin. This geo-spoofing makes low-quality or bot traffic appear as if it’s coming from premium regions, skewing geographic reporting and traffic sourcing accuracy. eal-time fraud mitigation executed directly on the publisher’s platform.

Genuine, intent-driven users likely to engage or convert.

Tactics to inflate ad platform quality metrics (CTR, engagement) through fake interactions.

Intercepting search queries to mislead users toward scam or spoofed destinations.

Bots designed to perform click-throughs rapidly to simulate user interest.

Exceeding campaign thresholds (impressions, installs) via automation to exhaust budgets quickly.

Real-time bidding is an automated process where digital ad impressions are bought and sold instantly through auctions as a webpage loads. Advertisers bid in real time based on user data and targeting criteria, and the highest bidder’s ad is shown. RTB helps deliver more precise, efficient, and data-driven ad placements.

Fraud evolves fast, and so do we. Our real-time systems catch anomalies such as click flooding, cookie stuffing, and mobile attribution fraud as they happen helping brands stay agile.

Bots simulate high-interest behaviour to get retargeted claiming credit for conversions they had nothing to do with.

Sentiment analysis allows brands to understand the emotional tone of content and choose ad environments that match the feeling they want to create. Whether the goal is to appear alongside excited, happy, or more serious content, these insights help brands align their messaging with the right mood. This ensures ads feel more relevant, emotionally connected, and effective for the audience. 

Spammy links or keyword-stuffed content injected into legitimate websites (often via hacked CMS plugins) to manipulate search engine rankings, reduce organic visibility, and risk domain penalties.

Attackers take control of active user sessions such as ad platform dashboards or analytics tools to perform unauthorized actions like placing bids, changing creatives, or stealing sensitive data.

Share of Voice (SOV) refers to the percentage of total advertising presence a brand holds within its market or category compared to competitors. It measures brand visibility across channels, such as digital, social, and paid media, indicating how dominant or noticeable a brand is in its industry. 

SIVT mimics human behavior to bypass common detection tools. 

A Supply-Side Platform (SSP) is a programmatic technology used by publishers to manage, sell, and optimize their available ad inventory. It automates the process of connecting publishers with multiple ad exchanges and demand sources to maximize revenue and fill rates efficiently. 

With enterprise-grade tagging and analytics in place, you get clean, actionable data across your ad stack fuelling campaign planning and digital advertising trends tracking.

Trademark infringement occurs when any fraudster uses a brand’s registered name, logo, or identity in ads, domains, or content, misleading users and causing revenue loss, reputational damage, and increased exposure to fraud. 

A composite score reflecting the percentage of clean, valid, and meaningful traffic on a campaign.

Dive deep into the origin, composition, and credibility of your site traffic. By detecting fraudulent clusters, we prevent metrics distortion and aid smarter ad spend analytics. 

Not all sources are equal. We categorize inbound visits and flag proxy use, botnet traffic, and app attribution fraud, allowing you to zero in on what’s working. 

Using third-party networks to acquire traffic can increase volume quickly but risks introducing fraudulent, bot-driven, or low-quality visitors. Monitoring CTR, conversion, and bounce rates is crucial to avoid paying for junk traffic.

Transaction laundering is when illegal or unauthorized products are sold using a legitimate merchant’s payment gateway. Fraudsters hide these transactions among genuine ones, making detection difficult and exposing businesses to financial, compliance, and reputational risks. 

URL hijacking is a deceptive practice where fraudsters exploit or manipulate website URLs to redirect traffic, impersonate brands, or steal attribution and commissions. It is commonly used in affiliate fraud to capture organic or direct traffic unfairly. This results in revenue loss, inaccurate reporting, and damage to brand trust and credibility.

User acquisition is the process of attracting new users or customers to a product, service, or platform through paid, organic, and referral channels. It includes advertising, social media, SEO, partnerships, and app installs. The goal is to bring in high-quality users who engage, convert, and stay active, helping a business grow sustainably over time. 

User engagement metrics are data points that measure how actively and meaningfully users interact with digital content or ads. These include measuring metrics like clicks, views, time spent, shares, and conversions, helping advertisers assess campaign performance and audience interest. 

We map every touchpoint to identify points of leakage, redirection, or manipulation often exposing hidden marketing fraud attempts in the process. 

Script used to verify ad placement, viewability, and authenticity in real-time.

Fraud specific to video formats (e.g., auto-play off-screen or muted).

Generating fake ad views through bots or scripts to inflate engagement.

Percentage of ad impressions that are actually viewable by users per industry standards.

Use of VPNs to fake user location and bypass geographic targeting.

Even within gated environments like Meta ecosystems, we help uncover fraud signals maintaining brand reputation and ensuring your ad metrics reflect reality. 

Website visitor tracking is the method of monitoring how users interact with a website using analytics tools. It captures data like traffic sources, page views, time spent, clicks, and behaviour patterns. This helps businesses understand visitor needs, identify drop-offs, optimize user experience, and improve marketing performance. It enables better targeting, higher conversions, and data-driven decisions. 

Term used for cross-platform bots capable of mimicking multiple device types.

Manipulating HTTP headers to falsify user IP addresses.

Deep inspection into attribution chains to find inconsistencies or manipulation.

Structured data feeds often used in programmatic ad serving, sometimes exploited for fraud.

A web vulnerability that can be used to hijack ad environments.

Industry slang for borderline-safe ad placements; often exploited for fraud.

Aggressively flipping inventory across platforms to gain arbitrage from ad placements, sometimes fraudulently.

Exploiting ad networks’ revenue optimization to serve low-quality or fraudulent ads.

Misrepresenting inventory value or engagement to ad buyers.

Click, impression, or view fraud on YouTube ads via bots or embedded loops

Impressions generated on ads that were never visible on screen for even a millisecond.

Users land without clicking an ad (e.g., redirect or malware), often suspicious in nature.

Previously unknown vulnerabilities used to manipulate ad tech environments.

Misreporting user geolocation data at the ZIP/pincode level to bypass geo-filters.

Bots operating on infected devices (botnets) mimicking user behavior long after infection.