Mobrain by Headway Drives Campaign Performance and Protection for Advertisers
Global data-driven media and marketing firm Headway (www.headwaydigital.com) is helping international brands achieve higher conversion rates and real insights into how their apps are being used. Advertisers utilizing Headway's mobile advertising platform, Mobrain, are noting higher performance as well as greater protection against mobile app fraud with Mobrain's Genius tool.
According to AdWeek, cyber criminals have cost mobile advertisers billions of dollars from "non-human" traffic on digital ads, and by some estimates, over 34% of all mobile traffic is fraudulent. Headway's Mobrain Genius fraud prevention and detection tool gives advertisers control over their mobile campaigns and monitors campaign performance. As a new product in the robust suite of mobile services that Mobrain offers, Mobrain Genius is already seeing results. On average, the proportion of highly suspicious traffic is lowered from 15.8% to 5.6%, and in turn, clean traffic is raised from 73% to 88.6%. Mobrain Genius's multi-layered data processing system allowed them to find and block over 115 suspicious sources.
Mobrain Genius provides mobile advertisers with protection against fraudulent clicks stemming from anonymous IP addresses. The proprietary technology fights fraud by contrasting the data of ad campaigns with expected user behavior, abnormal patterns related to IP distribution, reported user devices, or time from click to install distribution. This process roots out fraudulent activity, guaranteeing that brands only pay for truly engaged users.
"We discovered a new way of looking at data that was already there, but wasn't being properly used," said Luis Barrague, COO of Headway. "We've already analyzed the inventory of our long-term traffic partners and have been able to blacklist all suspicious sources. Our continuous communication system notifies our sources of any suspicious activity and removes it from advertising campaigns."
"It is an exciting time for Headway as we help brands globally with the support of our multi-cultural teams in over 18 offices worldwide. With Mobrain's technology we are delivering higher engagement rates, enhanced campaign performance, and protection against rising mobile fraud," explained Xavier Bourlard, SVP International Growth & Partner of Headway.
Headway will be showcasing Mobrain Genius at the upcoming Mobile World Congress from February 27 - March 2 in Barcelona at booth #8.1 I 11. To arrange a meeting with a mobile expert and learn how Mobrain can boost your mobile campaigns, email firstname.lastname@example.org
Source: PR Newswire