Fake Users in Advertising

What are Fake Users?

Fake users are fabricated entities created by fraudsters to mimic genuine actions such as impressions, clicks, and installs. The primary goal behind these fake users is to siphon off advertising budgets by simulating engagement metrics without providing any real value.

Fraud Tactics and Their Impact

Fraud tactics like bots and phone farms significantly impact marketing campaigns by wasting advertising resources. These tactics involve attributing actions to non-existent users, who provide zero value as they are not real.

Operating and maintaining a fake user fraud scheme can be complex, but once established, it can scale indefinitely. This is in stark contrast to install hijacking schemes, which rely on real users. Techniques such as Device ID reset fraud, emulated devices, and click farms can function without real users or devices, allowing for potentially limitless operations and higher profits. By faking the entire user journey, these schemes maximize their fraudulent gains.

Why Do Fake Users Matter?

Fake users are detrimental to advertisers because they offer no real value. The data generated by these users is worthless for optimization, targeting, and behavioural analysis.

Moreover, any interaction by a fake user within an app is usually pre-programmed to inflate CPA rates further. This renders any subsequent remarketing efforts ineffective, as they are based on bogus interactions. In summary, fake users not only drain advertising budgets but also corrupt data, making it harder for advertisers to reach their genuine audience and achieve their marketing goals.