Actions

Fraud

From SVG Media

Introduction


Fraud Management provides capability to Admin/Advertisers to setup and control user behavior, so that the clicks and conversions match the expected behavior, and reduce the fraudulent activity around the user flow.

Contents

Basics

Fraud management works in following categories

Affiliate Fraud

Affiliate fraud deals with fraudulence by affiliates. This involves false representation, as well as repeat signup by affiliates to avoid scrutiny. To tackle this following setup is inbuilt in the platform.

  • Captcha Verification
  • Watch Affiliates

IP Fraud

  • Single IP many clicks/conversion.
  • Same user multiple IPs.(Click to conversion)
  • Clicks/Conversions from Affiliate IP’s.
  • Multiple Affiliate signups from same IP

Domain Fraud

  • Domain Verification
  • Domain Whois integration

Offer Fraud

  • Threshold Management for
    • Clicks
    • Conversion
    • CTR
    • EPC

Fraud Score

Fraud score is a calculation of probability of an affiliate being involved in one or other type of fraudulent activities. It's calculated based on weight-ages setup for different frauds and threshold setup by different stakeholders(admin/advertisers).

Fraud score is used to watch affiliates, send notifications for affiliates as well as block affiliates in extreme cases.

All the settings pertaining to fraud score calculation as well as further actions are controllable by the admin/advertisers from the platform.

Threshold

Click Threshold

  • Number of clicks allowed per user per day.
    • This option to be selected by
      • admin for default
      • Advertiser/Account manager for all his campaigns.
      • Advertiser/Account manager for a specific campaign.
    • User(unique) is defined as - http://en.wikipedia.org/wiki/Unique_user
      • For systems where IP is of a system, unique IP.
      • For systems where IP is of a proxy, and forwarded IP is accessible, unique (forwarded IP + proxy IP).
      • For systems where IP is of a proxy and forwarded IP is not accessible, unique cookie.
    • When for a specific campaign, this number exceeds,further clicks are flagged as excluded.
    • Conversions from these are also flagged as excluded.
  • Total Click threshold per campaign per day
    • This number needs to be updated per campaign. No impact if not specified
    • If specified, exceeding clicks are treated as defined

Excluded Clicks Threshold

  • Can be set by admin for the whole system, or by advertiser/account manager for his campaigns or for a specific campaign.
  • This is percentage increase then average number. If excluded click to total click ratio for an affiliate for a day increases by this percentage, he’s considered fraud. E.G. if 50 is the number set, and the excluded click ratio for an affiliate for this campaign increases by 50% from the overall average, this affiliate activity is reported as fraud.
  • Option available to set two numbers, one for temporary block and one for calculation of fraud score.

EPC(Earning Per Click) Threshold

  • Can be set by admin for the whole system, or by advertiser/account manager for his campaigns or for a specific campaign.
  • This is percentage increase then average number. If EPC for an affiliate for a day increases by this percentage, he’s considered fraud. E.G. if 50 is the number set, and the EPC for an affiliate for this campaign increases by 50% from the overall average, this affiliate activity is reported as fraud.
  • Option available to set two numbers, one for temporary block and one for calculation of fraud score.


Conversion Threshold

  • Can be set by admin for the whole system, or by advertiser/account manager for his campaigns or for a specific campaign.
  • This is percentage increase then average number. If conversions for an affiliate for a day increases by this percentage, it is considered fraud. E.G. if 50 is the number set, and the conversions for an affiliate for this campaign increases by 50% from the overall average, this affiliate activity is reported as fraud.
  • Option to set two different numbers are available, one for temporary block and one for calculation of fraud score.

Fraud Threshold

  • Admin sets up threshold for blocking affiliates. Any affiliate reaching a fraud score greater then this value is temporarily debarred.
  • Advertiser threshold for blocking affiliates. This value blocks affiliates locally for the advertiser.
  • Advertiser threshold for reporting affiliates. Any affiliate reaching a fraud score greater then this value is reported as fraudulent.
  • Admin sets up threshold for reporting affiliates. Any affiliate reaching a fraud score greater then this value is reported as fraudulent.

Weights

Weights are used to calculate fraud score from various fraud mechanisms discussed.


Weights are set for following activities


  • Watch
  • Possible Duplicates
    • Email Duplicates
    • Domain Duplicates
  • Domain Weights
  • Country Weights
  • Weights for exceeding thresholds
    • Click
    • Conversion
    • EPC

Blacklisting

What is a blacklist?

A blacklist is a list of affiliates which are not allowed to run particular campaign or any campaigns for an advertiser.

Who can blacklist?

Advertiser or admin can blacklist affiliates.

What’s the procedure?

A tab appears in campaign details, as well as in advertiser interface. One or multiple affiliates could be selected. Option to block affiliates for all current and future campaigns for this advertiser is available. Also, a box for reason for blacklist is available.


What happens when an affiliate is blacklisted?


The affiliate can’t select the campaign from his interface. He sees that he’s blacklisted for that campaign. All the existing links stop redirecting.