Appsflyer adds AI layer to boost fraud prevention tool

AppsFlyer has announced the launch of an AI enhancement layer on its Protect360 fraud prevention solution, aiming to address sophisticated fraud tactics.

The new AI-powered layer delivers enhanced fraud detection and deterrence capabilities, bringing increased accuracy and faster response times to combat fraudsters' evolving tactics. Protective measures for marketers have become particularly critical as fraud tactics continue to develop and challenge existing models.

According to a prediction by Juniper Research, advertising fraud could result in a loss of USD $170 billion by 2028, highlighting the urgency for reliable and trusted data solutions in marketing campaigns. The AI layer aims to equip marketers with the tools necessary to maintain data integrity across various campaigns and platforms.

"Our new AI layer marks a significant advancement in fraud detection and prevention," says Alex Yip, Director of Product Discovery at AppsFlyer. "By incorporating cutting-edge AI models into Protect360, we're delivering faster, more accurate fraud detection and empowering our customers to make better decisions with trustworthy data. The result is a solution that not only detects fraud but also actively deters future fraud attempts, enabling businesses to focus on growth without the threat of fraudulent data. Marketers' money can go towards acquiring real users, generating real revenue, and improving key revenue metrics like customer lifetime value."

Already deployed by customers across diverse sectors such as gaming, gambling, and finance, the enhanced Protect360 product is reportedly improving fraud detection efficacy and data reliability. This adoption comes after successful beta testing phases, during which users noted significant improvements in their ability to optimise marketing efforts with greater confidence.

Key features of the AppsFlyer's AI layer include an 8X increase in fraud detection speed, a 14X improvement in fraud deterrence, maintaining over 90% detection efficacy, a 7X enhancement in detection accuracy, and the capacity to identify up to 60% more post-attribution fraud in real-time compared to existing solutions.

The approach of leveraging vast amounts of data points enables the system to adapt swiftly to emerging threats and attempted abuses, protecting campaigns' integrity across different marketing channels and regions. This capability helps businesses prevent financial losses and ensure sustained accuracy in their data-driven decision-making processes.

Gabriel Sampai, Senior Growth Manager at Nomad, commented on the benefits, "AppsFlyer Protect360 has been helping us combat ongoing fraud, and with the added AI, we've gained an additional layer of protection to detect and block even more illegitimate traffic. This has shown up most importantly with a decrease in fraudulent installs, aiding in the deterrence of illegitimate activity as a whole, from the start. Not only will this help our bottom-line revenue numbers but will give us a clearer picture of our data sets, enabling us to evolve our marketing strategies moving forward."