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Etienne Belmar Affiliate fraud in Browser and Mobile gce2014

This session is based on the Online/Mobile developer and publisher perspective of Affiliate Fraud, such as the need for affiliates, the trustworthiness of the partners, and some methods used to discover and mitigate this type of fraud.

Intended audience & prerequisites: Payment & Fraud Professionals.

Session takeaway: You will receive information on what to actively look for both in a global and individual type of assessment, the absolute need for human and/or machine detection, the need for reliable partners that are actually aware of the content being delivered, and what to do if some partners are not paying great attention or simply ignoring security checks on their side due to mistakes bringing them actual monetary gain.

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Etienne Belmar Affiliate fraud in Browser and Mobile gce2014

  1. 1. • 130+ millions registered users • Cross-platform games • Free-to-play business model • Offers 47 payment methods • Worldwide audience 1
  2. 2. • User acquisition in browser and mobile • Competitive games industry • High CPL costs • Multitude of affiliates How do you know which partners to select?
  3. 3. • Size of partners • Browser or mobile? • Partner performance • Target market
  4. 4. • Registration to active/paying users • ARPU / ARPPU • Lifetime value • ROI Are we missing anything?
  5. 5. • Affiliates are prone to fraud • Generating fake leads cost games companies money • Negative ROI for merchants
  6. 6. • Double payouts • Affiliate Partner credibility • Good performing affiliates will have 5% fraud or less • Bad performing affiliates can have 15% fraud or more
  7. 7. • Device check • IP checks • Number of registrations • Computer generated E-Mails • Computer generated user names
  8. 8. • Fake domains • E-Mail providers • Time of Registration / time zones • Web hosting
  9. 9. Name E-Mail-Adresse Registrierungsdatum IP-Adresse FighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19x joojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19x yalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x علیرضا مجریان mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19x zahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19x dlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19x ssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19x mardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19x RulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19x davoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19x sahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19x sahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19x shima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19x AdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19x alimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19x FighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19x maedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19x lovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19x ham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19x jimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19x fthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19x wwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19x alireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19x maryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19x Zed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19x Mona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19x Îic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19x Esy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19x NAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19x sadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19x Afii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x Hosting company in the east coast of the US.
  10. 10. Name E-Mail-Adresse Registrierungsdatum IP-Adresse FighterNavid navidvalipor@yahoo.com 03.01.2013 10:54:22 x5.49.68.19x joojooboy_4play joojooboy_3@yahoo.com 05.01.2013 14:47:39 x5.49.68.19x yalah3 a_agheli@ymail.com 25.01.2013 13:32:32 x5.49.68.19x علیرضا مجریان mojrianalireza@yahoo.com 29.01.2013 19:48:18 x5.49.68.19x zahed6 zahed.aqzad@yahoo.com 10.01.2013 22:28:09 x5.49.68.19x dlgosha yousefbahari@yahoo.com 11.01.2013 19:03:38 x5.49.68.19x ssbcivil ssbcivil@gmail.com 13.01.2013 08:03:03 x5.49.68.19x mardin25 mardinjavaheri@yahoo.com 13.01.2013 18:59:45 x5.49.68.19x RulerBAHMAN_ARB BAHMAN_ARBABA@yahoo.com 26.01.2013 17:31:20 x5.49.68.19x davoodo m_davood1369@yahoo.com 28.01.2013 22:11:39 x5.49.68.19x sahand3030 saahaand.rezazadeh@yahoo.com 29.01.2013 22:06:38 x5.49.68.19x sahandino sahaand.rezazadeh@yahoo.com 29.01.2013 22:43:56 x5.49.68.19x shima3 s.farddana@yahoo.com 02.01.2013 14:47:56 x5.49.68.19x AdhikaryshimulU adhikaryshimul@yahoo.com 04.01.2013 00:37:52 x5.49.68.19x alimetal alilvletal@gmail.com 05.01.2013 22:11:25 x5.49.68.19x FighterMehrnaz_ mehrnaz_nikanjam@yahoo.com 10.01.2013 20:31:48 x5.49.68.19x maedeh9 yamoor1996@yahoo.com 31.01.2013 19:54:24 x5.49.68.19x lovee96 saif.jerjis@yahoo.com 19.01.2013 02:53:22 x5.49.68.19x ham089 hamedfarhadi089@gmail.com 08.01.2013 06:41:01 x5.49.68.19x jimboo2020 mr_sm2020@yahoo.com 08.01.2013 23:12:04 x5.49.68.19x fthjsr hh_46@yahoo.com 11.01.2013 06:34:21 x5.49.68.19x wwwsoly sk.ashkan@yahoo.com 12.01.2013 13:16:42 x5.49.68.19x alireza807 mmseifi80@yahoo.com 31.01.2013 19:04:20 x5.49.68.19x maryam04 maryam6093@yahoo.com 03.01.2013 04:22:27 x5.49.68.19x Zed2012 movahednoshad@yahoo.com 28.01.2013 16:30:48 x5.49.68.19x Mona.molaiePlay mona.molaie@yahoo.com 30.01.2013 13:11:49 x5.49.68.19x Îic alireza_iic.1020@yahoo.com 31.01.2013 19:00:40 x5.49.68.19x Esy_mohamadGame esy_mohamad@yahoo.com 07.01.2013 16:01:35 x5.49.68.19x NAVID 77 www.navid73.com@gmail.com 12.01.2013 17:18:32 x5.49.68.19x sadid sadidkeivan@rocketmail.com 02.01.2013 21:08:00 x5.49.68.19x Afii afsoon-eftekhari@yahoo.com 12.01.2013 20:27:23 x5.49.68.19x No English E-Mails or names are found in these cases, all leads are still sold as US leads.
  11. 11. Global KPIs: • Out of Market IP - 15% • Reg2active - < 5% • Reg2pay - < 0.1% • ROI - Positive
  12. 12. • IP Ranges/Proxy/Hosts – 40% • E-Mail/Domains – 20% • User Name – 20% • Device Fingerprinting / Other – 20%
  13. 13. • Hire an Affiliate Fraud Manager • Data mining • Blacklisting • Rule sets
  14. 14. • E-Mail confirmation (Hard-bounce check) • Review amount of logins and minimum play time • Cross-check the leads between different products
  15. 15. • External security software • Dedicated affiliate fraud software (FraudLogix) • Total software solution (Kount, Accertify, ThreatMetrix) • External blacklist
  16. 16. • Know your KPIs • Question suspicious activity • Internalize or externalize if necessary • Increase company profitability
  17. 17. Etienne Belmar Senior Fraud Manager@InnoGames GmbH etienne.belmar@innogames.com +49 40-7889335-134 T H A N K Y O U

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