Adjust , the industry leader in mobile measurement and fraud prevention, today announced the launch of its new Unbotify product to end in-app bot fraud. Contrary to mobile ad fraud, in-app bot fraud does not target an app’s marketing budget but attacks its business model after an install. Bots can be programmed to carry out various in-app events, and because they mimic human behavior, this type of fraud has become one of the hardest to detect and fight.
“Bots can affect all apps in a number of ways, across every vertical. They can attack gaming apps’ communities or ruin their virtual currency economy, steal credit card data or scalp limited edition items from e-commerce businesses, and spam users on dating apps,” explained Paul H. Muller, Co-Founder & CTO at Adjust. “Unbotify’s product adds another arrow to Adjust’s quiver, and forms the foundation of our next-generation in-app fraud protection tools.”
Unbotify is a bespoke, individually-tailored solution, which uses biometric sensor data to build machine learning models based on real users’ behavior. By learning an app’s natural user-flow, the solution can distinguish between humans and bots. The Unbotify solution will be available separately from Adjust’s Fraud Prevention Suite, which stops ad fraud – performance-based fraud that directly steals ad money from an app’s marketing budget. Because it is a standalone product, Unbotify can be implemented alongside Adjust’s or other vendors’ attribution service.
“In-app bot fraud isn’t just a monetary issue – it has knock-on effects on user experience, retention, in-app analytics, and breaches that compromise users’ data and scar a brand’s reputation,”