How Soft Fraud works
Soft Fraud comes out of publishers that are dragging a part of the advertiser's organic traffic to themselves, manipulating display/click attribution models:
1. For ad video networks, the advertiser generates two tracking links - for attribution of impressions (standard window of attribution - 1 day) and clicks (standard window of attribution - 7 days).
2. The publisher intentionally attaches a click-tracking link to both impressions and clicks, thereby increasing the attribution window for impressions from one day to one week.
3. A part of the organic installs goes to the publisher. Thus, they reduce the average CPI of their channel and increase the chances of growing budgets in the future.