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Battling Invalid Traffic (IVT): Kayzen’s Proactive Approach
Battling Invalid Traffic (IVT): Kayzen’s Proactive Approach

Overview of Kayzen's proactive approach to detecting and preventing Invalid Traffic (IVT) through advanced pre-bid and post-bid solutions

Ashish thakur avatar
Written by Ashish thakur
Updated over a week ago

Last Updated: Aug, 2024

In the dynamic landscape of digital advertising, IVT remains a significant challenge, impacting the integrity and efficacy of campaigns. Kayzen, recognizing the complexities of IVT, adopts a multi-faceted approach integrating both pre-bid and post-bid solutions and fostering robust partnerships with customers, exchanges, and Mobile Measurement Partners (MMPs). This document outlines Kayzen’s comprehensive strategies and tools to effectively detect and prevent the use of IVT on your campaigns.

Pre-Bid Solutions:

  • Anomaly Detection in Traffic: Kayzen employs advanced features to identify unusual patterns or anomalies in traffic , such as irregularities in IP addresses, device IDs, and user behavior. By working with multiple third-party solutions, Kayzen enhances its ability to detect high volumes of traffic from single IPs or those flagged as proxies or VPNs, which are often indicative of bot activities.

  • Low-Quality Traffic: Kayzen actively removes Low-Quality Traffic across multiple exchange partners through curated Applists that are blocked at the platform level. Such traffic is typically identified through a combination of factors, including historical performance on other campaigns and indicators of IVT. Kayzen maintains a proprietary global block list of inventory flagged as possible candidates for IVT. This list is regularly updated and further validated by human oversight to ensure accuracy and effectiveness.

  • CPA Model Optimisation: Our CPA model is designed to optimise for post-install and purchase events, ensuring that we focus on high-value user actions that directly contribute to ROI. Unlike CPI models, which are vulnerable to fraud due to bots easily mimicking installs, our approach targets deeper, down-funnel events that are much harder for bots to replicate.

    By prioritizing user behaviors such as in-app purchases or meaningful interactions after installation, we can more effectively filter out invalid traffic and concentrate on genuine, high-quality users who contribute to the success of our campaigns.

Post-Bid Solutions:

Kayzen collaborates closely with leading MMPs for post-bid fraud mitigation:

  • Click Signing with Appsflyer: This feature enhances the security of tracking URLs by ensuring that they cannot be tampered with or edited after being generated. By digitally signing each click, it prevents unauthorised modifications and invalidates duplicate clicks, making it an effective tool in combating invalid traffic (IVT). This process ensures that only legitimate, verified clicks are counted, significantly reducing the risk of click fraud and ensuring the integrity of campaign data.

  • High Rejection Rate Auto Blacklist: This feature leverages machine learning to identify and blacklist bundle IDs that exhibit patterns of fraudulent activity. This approach dynamically reacts to the real-time performance of your campaigns. Here, once a campaign is live, it continuously monitors and evaluates the quality of traffic based on post-install behaviors and rejection rates flags received from the MMPs. When an anomaly is detected—such as a spike in rejections for a specific bundle ID—the system automatically blacklists that bundle for that particular campaign , preventing further expenditure on potential invalid traffic(IVT).

  • Fraud Incident Response Strategy: A structured approach is employed when potential IVT is reported:

    1. Detection: Initiated internally or externally, suspicious behaviors are reported to the Product team for investigation.

    2. Investigation: Product and ML Teams analyses the evidence, determining whether the behaviour is fraudulent.

    3. Escalation: Findings are escalated to Ad Exchanges via the Supply team for further action.

    4. Resolution: Ad Exchanges respond to the findings, leading to either resolution or acknowledgment of fraudulent behaviour, impacting financial transactions.

Conclusion:

Kayzen's multi-layered approach to tackling Invalid Traffic (IVT) reflects our commitment to maintaining the integrity and effectiveness of your campaigns.

By integrating advanced detection features, leveraging machine learning, and third party solutions, we ensure that your ad spend is directed towards genuine, high-quality traffic.

Our proactive strategies not only protect against IVT but also optimise campaign performance, providing you with the confidence that your investments are safeguarded in the ever-evolving digital advertising landscape.

Feel free to reach out to our support team via the chat widget in the UI for any queries.

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