AppsFlyer has announced a significant upgrade to its Protect360 fraud prevention solution, introducing an advanced artificial intelligence (AI) enhancement layer aimed at tackling the escalating challenges presented by sophisticated fraud tactics within digital marketing. The announcement comes amid predictions from Juniper Research that the cost of ad fraud could reach a staggering $170 billion by 2028. This new AI-driven layer is designed to provide businesses with improved capabilities for fraud detection and deterrence, allowing for real-time mitigation of fraudulent activities.
The launch of this enhanced Protect360 solution comes in response to the increasing complexity of fraud schemes that marketers face while executing campaigns across various platforms. These marketers continually strive to connect with legitimate users, but often find themselves combating a relentless wave of fraudulent activity. Alex Yip, Director of Product Discovery at AppsFlyer, highlighted the importance of this new feature, stating, "Our new AI layer marks a significant advancement in fraud detection and prevention. 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 improvements brought about by the AI enhancement include a remarkable eightfold increase in the speed of fraud detection, as well as a fourteenfold improvement in the deterrence of fraud attempts. AppsFlyer has reported that the new model maintains over 90% efficacy in fraud detection, even after encountering breaches, and boasts a sevenfold enhancement in detection accuracy. In practical terms, the AI-powered Protect360 can identify up to 60% more post-attribution fraud in real-time compared to its predecessors.
This upgraded version, now fully deployed and out of beta, is already being utilised by businesses spanning various sectors, including gaming, gambling, and finance. Users of the platform have noted considerable enhancements in their ability to detect and deter fraudulent activities, which has allowed them to optimise their marketing campaigns with greater assurance. Gabriel Sampai, Senior Growth Manager at Nomad, remarked on the impact of the tool, saying, "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."
The new AI capabilities are designed to process extensive amounts of data points, enabling rapid responses to emergent threats and attempts at abuse. As campaigns increasingly operate across multiple channels and regions, the potential for data inaccuracy due to fraud rises. AppsFlyer’s advancements in its Protect360 solution aim to provide marketers in all industries with a dependable and robust remedy for safeguarding their campaigns and preserving the integrity of their data.
Overall, the integration of AI into AppsFlyer's fraud prevention toolkit stands to not only reduce financial losses associated with fraudulent behaviour but also equips businesses with reliable data to inform future strategies and drive growth.
Source: Noah Wire Services