Click Injection - Forced ad clickings from bad actors

Are you a digital advertiser or publisher frustrated with fraudulent practices impacting your ad campaigns? Picture this: you invest time, money, and creativity into crafting captivating ads to reach your target audience. Yet, despite your efforts, ads clicking on your campaigns are fake and you realize you are paying illegitimate parties for such clicks. This could be a consequence of click injection, a deceptive technique employed by unscrupulous actors in the digital advertising world.

According to a 2018 study, click injection contributes 30% of the total ad fraud in the programmatic ecosystem. In this blog, we will delve into the world of ad clicking injected by fraudsters, exploring how it works, its consequences, and most importantly, how you can safeguard your campaigns from this insidious form of ad fraud.

What is click injection?

Click injection involves the manipulation of mobile apps to generate fake ad clicks. Bad actors leverage vulnerabilities within app-to-app communication channels to "inject" clicks into the attribution process, often at the expense of unsuspecting users. The objective of such attacks is to obtain the benefit of the last click attribution in CPI campaigns, earning the benefit arising from an installation illegitimately.

This is how the entire click injection process unfolds

1. User action triggers the injection: When a legitimate user interacts with an app, be it installing a new app, reaching a certain level in a game, or making an in-app purchase, it signals a moment ripe for click injection.
2. The malicious app detects the opportunity: The malicious app, usually pre-installed on the user's device or downloaded unknowingly, monitors the user's activities, waiting for the right moment to strike.
3. Injection of fake clicks: As the user action occurs, the malicious app swiftly sends fraudulent click data to the ad network, making it appear as if the user clicked on an ad. This happens without the user's knowledge or consent.
4. Attribution and payment: The ad network attributes the click to the fraudster, who subsequently receives payment from the advertiser for the fake click. Meanwhile, the genuine user remains oblivious to their unwitting participation in this scheme.
   

What harm can click injections cause?

Ads clicking that takes place through click injections can have significant consequences for digital advertisers and publishers. Let's explore some of the most pressing issues:

1. Wasted ad budgets: Advertisers end up paying for clicks that never truly engaged with their ads. This leads to an inefficient allocation of resources, resulting in diminished returns on investment and hampered campaign performance.
2. Inflated metrics: With fake clicks being counted, key performance indicators (KPIs) such as click-through rates (CTRs) and conversion rates become distorted, misleading advertisers about the true effectiveness of their campaigns.
   
3. User experience degradation: Click injection schemes often involve malicious apps lurking in users' devices. These apps can compromise device performance, drain battery life, and compromise user privacy. Such negative experiences tarnish a brand's reputation and erode trust in the user base.
4. Advertiser skepticism: Repeated exposure to click injection can breed skepticism among advertisers, making them wary of investing in digital advertising channels altogether. This could harm the entire ecosystem, stifling innovation and growth.

How can you avoid click injections?

Thankfully, there are proactive measures you can take to protect your digital ad campaigns from click-injection attacks. Here are some recommended strategies:

1. Implement fraud detection tools: Leverage the power of advanced fraud detection tools offered by reputable ad fraud management companies like ClearTrust. These tools employ cutting-edge technologies, such as machine learning algorithms, to identify and filter out fraudulent clicks in real time.
2. Monitor attribution data: Regularly monitor attribution data and be vigilant for suspicious patterns or discrepancies. Analyze your click-to-install time ratios and investigate any sudden spikes or unusual activity that might indicate click injection.
3. Employ multi-layered defense's: Adopt a multi-layered approach to combat click injection. Combine device-level protections, such as app reputation services, with server-side fraud detection to create a robust defense against fraudulent activities.
   
4. Build trusted partnerships: Work closely with reliable ad networks and publishers who prioritize ad quality over the number of ads clicking and take active steps to combat ad fraud. Building trusted partnerships ensures a more secure advertising environment for your campaigns.
   
5. Stay informed and adapt: Ad fraud techniques are ever-evolving, so it's crucial to stay informed about the latest trends and fraudster tactics. Continuously educate yourself and your team, and adapt your strategies accordingly to mitigate emerging threats effectively.