What is TextNow?
Scalarr-TextNow Partnership Timeline
Audit and trial phase.
Rejection of fraudulent installs.
Growth in traffic quality and ROI.
Detection of new types of complex fraud.
Audit and trial phase
8.1% Classic Click Spam
2.3% Bots, Device Farms
28.5% Smart Bots
61.1% Modified Click Spam
36.2% Fraud installs
63.8% Quality installs
Rejection of fraudulent
Refunded (% from total ads spend)
Growth in traffic quality and ROI
Successful rounds of reject negotiations led to significant savings in the form of refunds and overall growth in traffic quality.
Fraudulent installs decreased to ~2-3%.
Detecting new types of complex fraud
Fraud installs Dec 2019 - Jan 2020
Complex VTA Spoofing is the criminalistic practice of spoofing clicks as impressions. Fraudsters have found a haven in view-through attribution (VTA) since it is typically overlooked and considered safe.
Essentially, fraudsters take advantage of these circumstances to spam clicks as views, with the goal of stealing organic traffic.
Traffic cleanup results
Sub Publishers Total
6 Month results
Detected, rejected, and refunded by Scalarr.
Estimate amount of fraudulent traffic spending if fraud levels remained the same.
Right off the bat, Scalarr’s Analytics and Data Science teams discovered anomalies and a serious share of fraud during the initial trial and audit phase with TextNow.
While some fraud types like Click Spam were practically non-existing after a successful round of reject negotiations back in August 2019, new types of fraud like Smart Bots and Complex VTA Spoofing made an appearance.
Scalarr’s powerful engine of multilayered machine learning algorithms were capable of detecting anomalies in their early stages, effectively reducing the amount of illicit traffic. As a result, over $790,000 were saved on fraudulent advertising in a 6-month period.
Quote from our customer
Fraud is a scary subject for many new marketers. It can be tempting to look the other way and just accept any good looking ad traffic as legitimate but a company that wants to survive in this highly competitive industry needs to be vigilant. We are confident in our partnership with Scalarr that can delivery high quality real users for the company’s portfolio of apps.
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