Explore our FAQs to answer many common questions about Anura.
Anura is an ad fraud solution with almost two decades of development experience driving its success. Our solution helps our clients find and mitigate some of the most complex types of fraud giving them increased campaign performance, enhanced ROI, and peace of mind from their online marketing campaigns.
Yes, Anura validates if the visitor on any web asset is Real or Fake; Fake being either a Bot, Malware, or Human Fraud. When the Anura code is run on a mobile device (either within an app, browser, or during the install process) it can validate that visitor in real-time.
We have been analyzing data since 2005 across trillions of transactions and building rules and heuristics to identify these. To ensure our methods are accurate, we have continually benchmarked our methods against validated conversion-based campaigns. Also, User Agents are just one of hundreds of data points that we use to validate visitors.
Absolutely. Transparency is important. While we can’t list out the individual rules and heuristics, as they are continually updated as fraud evolves, we have categorized all of our rules/heuristics into seven distinct Rule Sets. Each Rule Set has multiple rules and heuristics in it to ensure the accuracy of the Rule Set. This will give you a good idea what is going on and why traffic is being marked as Bad. In addition, we offer a variety of metrics that allow you to drill down to find other actionable data points.
Anura is priced based on usage. To find out what Anura would cost your company, please contact our sales team for details.
Anura absolutely gives free trials. Anura stands behind its product and we want you to see, with your data, how it performs before your commitment begins.
Our trial is provided at no cost or obligation. Once the trial is completed you would have access to your data for 2 additional weeks.
Our software doesn’t block visitors in any way. We give you the answer in real-time so that you can handle the visitor in any fashion you’d like. We do have integrations with a variety of platforms and plugins that allow real-time blocking.
Our software can execute and return an answer fast enough so that you can decide what to do with a bad visitor in real-time.
There are no set up fees.
We are one of just a handful of companies that are certified by a 3rd party organization. We hold a TAG Certified Against Fraud seal.
Integration can be as simple as dropping our code onto your page, like Google Analytics. However, if you want to take advantage of real-time decisions, then it would take a bit longer depending on what you want to do with the visitor.
Yes, Integration Docs can be found here: https://docs.anura.io/
Both methods are equally accurate. However, our Anura Direct method uses only four points of data. Our Anura Script method collects hundreds of data points, and with more data it can use more rules and heuristics to find more fraud.
Yes. Human Fraud typically uses Human Fraud Farms to get around security checks such as CAPTCHA, lead forms, phone calls, ecommerce, etc. To do this, they use a variety of tools, software, and networking hacks to make it look like they are coming from different areas around the world using a variety of devices, browsers, etc. Anura can detect when they do this and immediately identify these visitors so that you can handle them any way you’d like.
While many other systems out there use a variety of “vanity metrics” for measurement, we measure Fraud. Anura is here to answer one question: “Is this visitor a real person AND in front of your content?”. With that we find that if a visitor passes our system, it will pass any “vanity metric” you check. But more importantly, it will have a higher conversion rate.
Yes, Anura can work with display, video, and any web asset. It all depends on the integration. We have two simple, but very flexible methods, for integration. Our integration team can work with you to make sure you integrate in a way that works best for you.
Yes, Anura can be used with any campaign where you care about mitigating fraud.
Anura does not log mobile UDID’s, as it is not looking to validate a device. Anura is looking to validate a visitor. Think of it this way: Behind an IP address there can be multiple devices. Behind a device, there can be multiple users. On a mobile device, you can be a user and malware can be a user. Anura can tell the difference when you use the device and when malware is using the device.
While not all of the rules and heuristics apply to all devices, all Rule Sets will apply to all devices.
Yes, with Anura, we give you the ability to pass two additional dimensions. We generically label them as “Source” and “Campaign;” however, you can pass any data in there that is useful to you.
Yes, it does. Anura uses machine learning within its system to help identify new anomalies in all of the data we collect.
Anura’s dashboard has the most detailed, drillable, pivotable reporting system in the industry. Throughout the dashboard if you need more custom reports you can export data through CSV or PDF.
Yes, both Anura Script and Anura Direct have API methods to get real-time responses on a transactional basis. In addition, we offer a full real-time reporting API to access all of our summarized data.
No, Anura reports on fraudulent visitors. Viewability is a “vanity metric” that is being used by some companies in place of fraud. However, “viewability-bots” can beat the viewability metric. For us, it’s more important to know a real person is viewing an ad as opposed to an ad just being viewed.
Anura can be used in a variety of ways for a DSP. Initially, Anura’s Direct method, since it is so fast, can be used in a pre-bid process to decide if a DSP should bid on the requests. There is no sense in bidding on requests that are fraudulent. Anura’s Script method could be embedded within advertising tags to do a more in-depth user analysis and to have transparency as to where the ad units are being shown. Then, using the data in the dashboard, the DSP can make a better decision as to where they buy traffic thereby optimizing their network, reducing wasted resources and budgets, and improving their campaign’s ROI.
Yes, both Anura Direct and Anura Script methods provide real-time results.
Anura works with any client that cares about reducing fraud. We work with affiliate marketers, direct advertisers, advertising agencies, ad networks, lead generation companies, call companies, ecommerce companies, etc.
Anura does not stop bad traffic. We give you the tools to identify, in real-time, good versus bad traffic. You can then use this information to make the best purchase decisions from your vendors.
These are the responses that Anura Script gives you to a Request. A “Good” answer means the visitor passed all of our tests and we couldn’t find anything wrong with them. A “Warning” answer means that a user tripped a rule or two, but they are not definitively Good or Bad. We find that our “Warning” answer accounts for our competitors’ false positive ratings. A “Bad” answer means we are 100% confident that this is NOT a real visitor.
No. We do use the data we collect to continually improve the quality of our algorithms which benefits all of our clients.
A Request is counted when a client initiates our code, which pings our system to begin the process. At this point processing, storage, and bandwidth begins and the client is charged for a Request.
Yes. Human Fraud Farms can submit false information on lead forms, make false phone calls, or submit bogus ecommerce transactions. To do this, they use a variety of tools, software, and networking hacks to make it look like they are coming from different areas around the world using a variety of devices, browsers, etc. Anura can detect when they do this and immediately identify these visitors so that you can handle them any way you’d like.
Anura’s job is to identify fraudulent visitors. The dashboard summarizes data in a variety of ways so you can see where it’s coming from. A client can use this data to optimize how they spend their ad dollars. This can be either to reduce their overall ad spend if they choose, or ideally, move their ad spend from fraudulent visitors to real visitors which will keep their budget the same and increase their ROI. If they are managing campaigns for clients, they will most likely want to keep the ad spend the same but improve the ROI for their clients. As their clients see an improved ROI, they will likely want to increase their spend.
Google does not specifically recognize any third-party fraud tool to support AdWords refunds; however, they do have a form that allows clients to submit for refunds using third-party data. https://support.google.com/adwords/contact/click_quality
Not at all. The data inside of the Anura dashboard is designed to be simple to get actionable data but robust enough for a data junkie. While it is very comprehensive, our support team can show you how you can easily analyze your data.
Forgot your password? Not a problem. Simply go to Anura’s Dashboard login, click forgot password, type in your email address, click reset my password. You’ll receive an email to reset.
All of our client case studies can be found on our site, located HERE.
If you find any errors or have any suggestions, please email our Support Department and we will respond right away.
Of course, we love referrals. You can simply introduce your account executive to your referral. If you would like, we can even set you up to get paid on referrals.
We partner with a variety of companies to help extend the power of Anura. A sampling of our current parents can be found at https://www.anura.io/partners
Yes. To book a demo and learn more about how Anura can help your organization, click here.
Once the paperwork is signed, we typically will have your account set up and ready for traffic the same business day.
These are the responses that Anura Direct gives you to a Request. Using the available rules in Anura Direct, NONSUSPECT means there is nothing suspicious about this request. If something is SUSPECT, it means that we are confident that the visitor behind the request is fraudulent.
Anura Docs can be found here.
Yes. Anura’s Glossary can be found here.
We highly recommend clients use Anura Script whenever possible as it collects more data, enabling us to find more sophisticated (SIVT) levels of fraud and beyond. Anura Script can be found here. For a server-to-server response, use Anura Direct, which can be found here.
All the information needed to integrate Anura, Anura’s Real-Time Reporting API, and our connected partners can be found in Anura Docs.
Ensure the appropriate information is passed into SOURCE and CAMPAIGN. To clarify, SOURCE (where the traffic is coming from) and CAMPAIGN (where the traffic is going) are the variables used in ANURA. SOURCE data can include publisher ID, affiliate ID, etc., and CAMPAIGN variables can be client ID, campaign ID, offer ID, etc. Correctly passing these variables, will enable ANURA to assist users in granularly identifying the good, warning, and bad traffic in real-time within our Dashboard.
Upon completing the integration, we recommend enabling Domain Locking. This feature will secure your instance ID, only allowing it to work on your assigned domains, preventing unauthorized use. With Anura Direct, we can lock it down to your server IP addresses. To add this layer of security, please contact Support.
Once the user is satisfied that the integration is set to their respective needs, the focus can be placed on the findings. Anura will identify the amount of fraud present, as well as, its origin.
Initially monitoring traffic is a good place to start, it allows users to understand how Anura reports its findings. It also serves as an assurance checkpoint that data is being processed and displayed properly on our Dashboard.
Our Dashboard will summarize your SOURCES and CAMPAIGNS around a variety of metrics helping you to identify the Good and Bad traffic. Your goal is to get more traffic from the SOURCES that have Good traffic and either eliminate Bad SOURCES or work with them to help them reduce the amount of Bad traffic they are sending to you.
The goal here is to reduce Bad traffic percentage while maintaining or growing overall traffic volumes.
A successful strategy to eliminate fraud is to concentrate on a specific time frame, analyze bad SOURCES, and surgically remove some. Attempt to cut the overall fraud rate in half, while monitoring to maintain/grow overall traffic volume. Once fraud is reduced by half, "rinse and repeat".
What can I expect to happen?
As you reduce the Bad traffic that your clients or campaigns receive, the ROI will increase. As the ROI increases, your campaigns will perform better and your client's demand will naturally grow. This is how we help grow companies like Digital Media Solutions (see case study).
See our next FAQ to read more about Anura's best practices to fight ad fraud.
This section of our documentation will get you started with some of Anura's best practices to crush ad fraud.
Utilizing this monitoring period will afford users the ability to strategically put a plan together to eliminate the fraud before making any real-time decisions. This acts as a good hedge against severely impacting individual networks or campaigns as fraud is eliminated.
Eliminating fraud at the SOURCE level is straightforward, identify the highest rates of BAD, and remove the SOURCE.
CAMPAIGNS may necessitate a closer look. A cursory review of results may show an acceptable percentage of fraud overall, however, it is best to review individual campaigns to reveal the amount of fraud directly affecting each campaign. Individual CAMPAIGNS may experience higher rates of fraud for they could be "targeted" based on their unique settings (Geo, Offer, CPC rate, etc.). Monitoring CAMPAIGN data will enable users to catch the fraud and stop it before it is received by the client and either creates a chargeback or cancels.
Anura will monitor the results of every request received. Its Dashboard is designed to allow a user to assess information quickly, or take a deep dive into the data. The time necessary for a user to feel comfortable with the system will dictate the length of the monitoring period. Once that comfort zone is reached, allow Anura's Real-Time Responses to assist in making Real-Time decisions. Our integration docs have detailed directions on how to read the real-time responses.
Having the ability to receive real-time responses affords the user the ability to surgically remove each Bad request before it is sent on to campaigns, drastically reducing/eliminating the negative impact created by fraud.
Every user has different protocols as to the handling of unwanted traffic. An additional benefit of Anura's real-time responses; it allows the user to custom design such protocols. One popular method is to redirect unwanted traffic to a 404 page.
Anura does take into account referrers with its fraud algorithms.
Rich is a huge fan of the Simpsons, me, not so much. There was one particular episode where Homer kept pulling his hair out every time Marge was pregnant. When she was pregnant with Maggie, Homer was just about bald and not too happy. At work, Homer had a sign in his office that said "Don't forget: You're here forever." After Maggie was born, Homer became smitten and covered the sign up with a bunch of pictures of Maggie. The sign now reads "Do it for her" When Rich and I got married, he had a full head of hair. We now have 4 children and Rich is bald. He behaved exactly like Homer, and when our last child was born, a daughter who has Rich wrapped around his finger, he became Homer.