Dealing with Ad Fraud in Crypto, Dating, and Gambling
Dating, gambling and crypto are challenging verticals to deal with when it comes to CPA networks. For that reason, we are very glad that C3PA — one of FraudScore’s long-term partners and clients — has agreed to share some insights into working with these verticals, building a strong and reliable network, and dealing with ad fraud.
This review is based on our interview with Andrey Kucheruk, CEO of C3PA. Andrey has answered our questions about:
- The peculiarities and complexity of working with the dating, crypto, and gambling verticals
- The process of choosing an antifraud tool
- Why FraudScore’s solution is right for C3PA
- How an antifraud tool is being used on a daily basis by the C3PA team
Andrey has also shared recommendations for those who are looking for an antifraud tool. Read our case study and learn from the best!)
Andrey, tell us a little bit about your company. What does C3PA do? What are your best features compared to other networks?
C3PA is an affiliate network with pay-per-action specialization in the dating, crypto, and gambling verticals. We attract traffic sources to implement our clients’ business tasks in the best possible way, including leads (CPL), conversion to sale (CPA), subscribing (CC submit), product trial versions (CPT), or any other targeted action.
At the moment, we have a huge number of exclusive offers with a wide selection of geos, white labels from top advertisers, and dating ads.
The crypto vertical is our strong suit, with high CPA payments, funnels and landing pages with individual requests, CRG deals, and flexible payment terms.
Today, we have more than 17,000 affiliates, and there are 2,000 offers in our database
What issues made you search for an antifraud tool in the first place?
С3PA is an affiliate network. This means that we work as an intermediary, connecting the advertiser and the affiliate.
The advertiser contacts us with a request, which may entail increasing the volume of high-quality traffic, and the profitability of traffic. Accordingly, this will influence the advertiser’s income. We achieve this goal by solving several business tasks. One such task is traffic optimization. We do this for both the advertiser and affiliate.
FraudScore has become a tool through which we have constantly optimized incoming traffic. After verification, we redistribute the analyzed traffic according to advertisers’ requests, stopping sources of questionable quality.
You’ve been working with FraudScore for a long time already. Can you tell us why have you chosen FraudScore? In general, how do you evaluate the efficiency of the solution?
When choosing an antifraud platform, we paid attention to several factors:
- The ability to quickly and easily integrate with our internal Affise-based system.
- Analysis of traffic both on desktop and mobile. In our experience working with FraudScore, there has yet to be an incident when FraudScore did not recognize fraud due to a certain type of traffic.
- Convenience and intuitiveness of the platform interface. It’s good that there is a distribution by percentage, but also a visual display of the number of fraudulent conversions. Additionally, it’s great that there is a “library” for fraud types. This helps ensure that we do not miss anything. Moreover, we understand everything without needing to contact support.
- A good support team. We need a team that is always in touch, and if something is wrong, they do their best to solve the issue quickly.
In our case studies, we always ask who the main FraudScore users are in each company. With that in mind, how do you use the product?
We constantly check traffic. Therefore, requests for FraudScore’s reports can come from the analyst or affiliate manager.
We use the data to acquire or offer feedback from the advertiser regarding which traffic sources are more profitable and why. On the affiliate side, feedback helps us scale good traffic sources.
What data do you use from FraudScore’s reports? Why is this data a priority?
We pay attention to all traffic characteristics. First of all, we look at the fraud score (i.e., the index of fraudulent conversions and the number of fraudulent conversions). It often happens that the index is “low,” at 14–20 (according to the FraudScore traffic quality evaluation approach, a fraud score of 14–20 is classified as “low” fraud), but there is still fraud there — proxy detected in every conversion. This example proves that you need to look at analytics comprehensively.
What recommendations do you give to your clients and partners based on FraudScore data?
The main task is to optimize traffic, so there are three “classic” directions for working with data:
- Working with Single Affiliates — Using data analysis, we get feedback regarding launched creatives faster. This gives us a lot of flexibility with regard to further actions.
- Working with Groups of Affiliates — It is easier to find the most profitable sources and direct your efforts there, rather than to be scattered across everything, including unprofitable sources.
- Working with Advertisers — We decide which traffic sources are more profitable and change the terms of the offer accordingly.
How has FraudScore helped your business?
FraudScore acts as an independent third party that delivers objective reports on the quality of traffic. FraudScore is able to provide insights regarding technical traffic metrics, and report on the quality of each scored conversion.
This helps us when the advertiser refuses to pay, claiming that the traffic is of poor quality, or when an affiliate asks for payment for sent traffic, claiming that the traffic is of high quality. It’s fair to say that in both cases, we are talking about fairly large compensations.
Can you, as an experienced FraudScore user and client, provide some recommendations to your colleagues in the industry?
First, decide what you are looking for in general. FraudScore provides extensive analytics — the important thing is that it meets your expectations.
Secondly, do not hesitate to ask the support team any questions you may have. This will not only help you understand if the platform is right for you, but also provide an opportunity to look at their customer support and how they deal with your requests. This will enable you to determine if it meets your demands.
Think about how to implement the platform into your work. Who will use it, and at what stage? Who are the stakeholders within the team? Based on the first briefings, write the instructions and add them to the onboarding system where needed.
Make sure that all employees know how to use FraudScore, as well as its main functions and tools.
Zarina Shirinkina, FraudScore BDO and personal manager of C3PA:
Many thanks to the C3PA team for such a thorough review of FraudScore! We highly appreciate when our clients share their experience and journey of fighting ad fraudsters together with FraudScore. C3PA is one of the companies who stand behind their traffic quality, and are open about their strive to provide the best traffic to their customers. Dating, Gambling and Crypto are complex to work with — fraudsters flood in these verticals because of high payouts. But C3PA is one of the leaders of high traffic quality providers, and we are more than happy to know that FraudScore’s solution plays its effective part for C3PA business.
We welcome affiliate networks and advertisers to test FraudScore and see the capabilities of our solution. There is a free trial available, and our support team is always there to answer the questions.