AppsFlyer, a mobile app tracking and attribution analytics platform, has introduced a marketing industry standard for mobile ad fraud detection, as well as an initiative to regulate its own ecosystem.

The Active Fraud Insights 2.0 platform is said to leverage metadata from 98 per cent of the world’s mobile devices, along with big data and machine learning, to detect and prevent the most advanced types of mobile fraud, such as DeviceID reset, install hijacking, and cloud flooding.

In addition to the mobile fraud detection platform, AppFlyer’s initiative will see it review its more than 2,500 integrated ad networks to ‘ensure they are minimising fraudulent traffic being sent to marketers’.

“Over the last two years, the scale and sophistication of mobile fraud has grown at an alarming rate,” said Oren Kaniel, CEO of AppsFlyer. “We are in a unique position to detect and prevent mobile fraud… Further, since actions speak louder than words, we are going to regulate the AppsFlyer ecosystem and will remove bad actors from our platform in order to protect our clients – the marketers. As such, we have begun a continuous review and audit of all our integrated ad networks, ensuring they are aggressively doing everything in their power to minimize fraudulent traffic being sent to AppsFlyer clients.”