etienne belmar affiliate fraud in browser and mobile gce2014
DESCRIPTION
This session is based on the Online/Mobile developer and publisher perspective of Affiliate Fraud, such as the need for affiliates, the trustworthiness of the partners, and some methods used to discover and mitigate this type of fraud. Intended audience & prerequisites: Payment & Fraud Professionals. Session takeaway: You will receive information on what to actively look for both in a global and individual type of assessment, the absolute need for human and/or machine detection, the need for reliable partners that are actually aware of the content being delivered, and what to do if some partners are not paying great attention or simply ignoring security checks on their side due to mistakes bringing them actual monetary gain.TRANSCRIPT
ENTER
Affiliate Fraud in Browser and Mobile
By Etienne Belmar
13.04.2023 Etienne Belmar
• 130+ millions registered users
• Cross-platform games
• Free-to-play business model
• Offers 47 payment methods
• Worldwide audience
Company Overview
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Affiliates: What is the Story?
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• User acquisition in browser and mobile
• Competitive games industry
• High CPL costs
• Multitude of affiliates
How do you know which partners to select?
13.04.2023 Etienne Belmar
Selection Criteria
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• Size of partners
• Browser or mobile?
• Partner performance
• Target market
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Performance Indicators
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• Registration to active/paying users
• ARPU / ARPPU
• Lifetime value
• ROI
Are we missing anything?
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What About Fraud?
• Affiliates are prone to fraud
• Generating fake leads cost games companies money
• Negative ROI for merchants
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Negative Impact
• Double payouts
• Affiliate Partner credibility
• Good performing affiliates will have 5% fraud or less• Bad performing affiliates can have 15% fraud or more
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How can Fraud be Prevented?
• Device check
• IP checks• Number of registrations
• Computer generated E-Mails
• Computer generated user names
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Other Possible Methods
• Fake domains
• E-Mail providers
• Time of Registration / time zones
• Web hosting
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Web Hosting
Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid [email protected] 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play [email protected] 05.01.2013 14:47:39 x5.49.68.19xyalah3 [email protected] 25.01.2013 13:32:32 x5.49.68.19x
مجریان علیرضا [email protected] 29.01.2013 19:48:18 x5.49.68.19xzahed6 [email protected] 10.01.2013 22:28:09 x5.49.68.19xdlgosha [email protected] 11.01.2013 19:03:38 x5.49.68.19xssbcivil [email protected] 13.01.2013 08:03:03 x5.49.68.19xmardin25 [email protected] 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB [email protected] 26.01.2013 17:31:20 x5.49.68.19xdavoodo [email protected] 28.01.2013 22:11:39 x5.49.68.19xsahand3030 [email protected] 29.01.2013 22:06:38 x5.49.68.19xsahandino [email protected] 29.01.2013 22:43:56 x5.49.68.19xshima3 [email protected] 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU [email protected] 04.01.2013 00:37:52 x5.49.68.19xalimetal [email protected] 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ [email protected] 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 [email protected] 31.01.2013 19:54:24 x5.49.68.19xlovee96 [email protected] 19.01.2013 02:53:22 x5.49.68.19xham089 [email protected] 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 [email protected] 08.01.2013 23:12:04 x5.49.68.19xfthjsr [email protected] 11.01.2013 06:34:21 x5.49.68.19xwwwsoly [email protected] 12.01.2013 13:16:42 x5.49.68.19xalireza807 [email protected] 31.01.2013 19:04:20 x5.49.68.19xmaryam04 [email protected] 03.01.2013 04:22:27 x5.49.68.19xZed2012 [email protected] 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay [email protected] 30.01.2013 13:11:49 x5.49.68.19xÎic [email protected] 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame [email protected] 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 [email protected] 12.01.2013 17:18:32 x5.49.68.19xsadid [email protected] 02.01.2013 21:08:00 x5.49.68.19xAfii [email protected] 12.01.2013 20:27:23 x5.49.68.19x
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Hosting company in the east coast of the US.
13.04.2023 Etienne Belmar
Comparing other data
Name E-Mail-Adresse Registrierungsdatum IP-AdresseFighterNavid [email protected] 03.01.2013 10:54:22 x5.49.68.19xjoojooboy_4play [email protected] 05.01.2013 14:47:39 x5.49.68.19xyalah3 [email protected] 25.01.2013 13:32:32 x5.49.68.19x
مجریان علیرضا [email protected] 29.01.2013 19:48:18 x5.49.68.19xzahed6 [email protected] 10.01.2013 22:28:09 x5.49.68.19xdlgosha [email protected] 11.01.2013 19:03:38 x5.49.68.19xssbcivil [email protected] 13.01.2013 08:03:03 x5.49.68.19xmardin25 [email protected] 13.01.2013 18:59:45 x5.49.68.19xRulerBAHMAN_ARB [email protected] 26.01.2013 17:31:20 x5.49.68.19xdavoodo [email protected] 28.01.2013 22:11:39 x5.49.68.19xsahand3030 [email protected] 29.01.2013 22:06:38 x5.49.68.19xsahandino [email protected] 29.01.2013 22:43:56 x5.49.68.19xshima3 [email protected] 02.01.2013 14:47:56 x5.49.68.19xAdhikaryshimulU [email protected] 04.01.2013 00:37:52 x5.49.68.19xalimetal [email protected] 05.01.2013 22:11:25 x5.49.68.19xFighterMehrnaz_ [email protected] 10.01.2013 20:31:48 x5.49.68.19xmaedeh9 [email protected] 31.01.2013 19:54:24 x5.49.68.19xlovee96 [email protected] 19.01.2013 02:53:22 x5.49.68.19xham089 [email protected] 08.01.2013 06:41:01 x5.49.68.19xjimboo2020 [email protected] 08.01.2013 23:12:04 x5.49.68.19xfthjsr [email protected] 11.01.2013 06:34:21 x5.49.68.19xwwwsoly [email protected] 12.01.2013 13:16:42 x5.49.68.19xalireza807 [email protected] 31.01.2013 19:04:20 x5.49.68.19xmaryam04 [email protected] 03.01.2013 04:22:27 x5.49.68.19xZed2012 [email protected] 28.01.2013 16:30:48 x5.49.68.19xMona.molaiePlay [email protected] 30.01.2013 13:11:49 x5.49.68.19xÎic [email protected] 31.01.2013 19:00:40 x5.49.68.19xEsy_mohamadGame [email protected] 07.01.2013 16:01:35 x5.49.68.19xNAVID 77 [email protected] 12.01.2013 17:18:32 x5.49.68.19xsadid [email protected] 02.01.2013 21:08:00 x5.49.68.19xAfii [email protected] 12.01.2013 20:27:23 x5.49.68.19x
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No English E-Mails or names are found in these cases, all leads are still sold as US leads.
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Global Fraud Check
Global KPIs:
• Out of Market IP - 15%
• Reg2active - < 5%• Reg2pay - < 0.1%
• ROI - Positive
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Individual Fraud Check
• IP Ranges/Proxy/Hosts – 40%
• E-Mail/Domains – 20%
• User Name – 20%
• Device Fingerprinting / Other – 20%
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Things to Develop In-House
• Hire an Affiliate Fraud Manager
• Data mining
• Blacklisting
• Rule sets
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Other Things to Consider
• E-Mail confirmation (Hard-bounce check)
• Review amount of logins and minimum play time
• Cross-check the leads between different products
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Tools to Outsource
• External security software
• Dedicated affiliate fraud software (FraudLogix)• Total software solution (Kount, Accertify, ThreatMetrix)
• External blacklist
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Wrap-Up
• Know your KPIs
• Question suspicious activity
• Internalize or externalize if necessary
• Increase company profitability
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Etienne Belmar Senior Fraud Manager@InnoGames GmbH [email protected] +49 40-7889335-134
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T H A N K Y O U