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2 min read

Why IP Detection as a Fraud Solution Doesn’t Work

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IP Detection Alone Is Insufficient: Rethinking Ad Fraud Solutions with Anura

Fraud has long been a menace in the digital marketing realm, costing businesses millions annually. To combat this, many have turned to IP detection as a go-to fraud solution. However, an oversimplification of the problem leads to inefficiencies, with false positives and inaccuracies creating more issues than solutions. This is why we need to rethink our approach to fraud detection, and that's precisely what Anura brings to the table.

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Why does IP detection not work for fraud protection?

IP detection seemed a promising solution, given that each IP address should theoretically connect to a unique visitor. But as we've quickly discovered, the reality is far from this assumption. An IP address almost never represents an individual visitor. Shared IP addresses, such as those found at universities, office locations, Starbucks, or even people connecting via the same cell tower, lead to multiple visitors under the same IP. This makes it nearly impossible to distinguish fraudulent visitors from genuine ones based purely on an IP.

One common practice in fraud detection has been to create blacklists and whitelists based on IP addresses. Blacklists prevent connections from flagged IPs, while whitelists allow only approved IPs to connect. However, the fluid nature of IP addresses, coupled with the advent of IP masking techniques and VPNs, makes this method ineffective. Bad actors can easily mask their IPs or use VPNs to appear from an unflagged location, evading the IP-based detection systems.

What is the problem with that?

Relying solely on IP detection also means you're susceptible to false positives. The genuine visitors sharing the blacklisted IPs or connecting through VPNs for privacy could inadvertently be labeled as fraudsters. This not only reduces your potential audience but also creates a poor user experience for those unfairly targeted.

How is Anura's Ad fraud solution different?

This is where Anura's approach differs drastically. Instead of focusing on IPs, Anura offers definitive solutions for ad fraud, providing accurate fraud detection that guarantees no false positives. Anura's model goes beyond just IP and user-agent-based GIVT detection, it uses over 800 data points on an individual visitor to detect even the most sophisticated fraudulent traffic.

Anura doesn't buy data; instead, it relies on machine learning algorithms that have been trained over decades to identify fraudulent signatures. Rather than a scoring method that leaves room for errors and interpretation, Anura provides a definite "bad" classification based on a set of rule sets. These rules are strict; they do not allow for an adjustable scale that may inadvertently let some fraud through.

This stance reflects the fundamental truth: fraud is fraud.

There should be no grey area when it comes to detecting and preventing fraudulent activities. Sophisticated Invalid Traffic (SIVT) detection needs more than just an IP address; it requires a comprehensive understanding of hundreds of data points that cannot be accurately determined by IP address alone.

By deploying Anura, businesses can dramatically improve their fraud detection capabilities. The assurance of accuracy and elimination of false positives means you can focus on reaching your real audience, improving your campaign performance, and, in turn, your ROI.

Anura's method offers a more targeted, accurate approach to ad fraud detection, fundamentally changing the way businesses protect themselves from digital ad fraud. It is an investment in not just safeguarding your marketing budget, but in securing the integrity of your data, the effectiveness of your campaigns, and, ultimately, the success of your business.

While IP detection has been a popular choice for ad fraud detection, its drawbacks highlight the necessity for a more robust, comprehensive solution. As fraud evolves every day, fraud prevention needs to be just as agile and sophisticated. Anura provides just that—a definitive, accurate solution powered by machine learning and decades of expertise, assuring you that when it's bad, it's bad. No grey areas, no compromise, just fraud-free digital marketing.

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