Affle unveils mTraction FaaS to tackle mobile ad fraud

GURGAON: Affle, a Singapore-HQ mobile audience intelligence and analytics platforms company, has launched its Fraud Analytics-As-a-Service-Platform called mTraction FaaS to help marketers globally to fight mobile ad fraud.

According to industry data sources, close to USD 16.4 billion is lost globally due to ad fraud. mTraction FaaS or mFaaS aims to help marketers detect fraud, not at a post mortem level but during run time, thus minimizing wastage of marketing dollars.

mTraction FaaS aims to detect and eliminate the growing fraudulent practices in the mobile performance marketing industry.

Anuj Khanna Sohum, Founder, Chairman & CEO of Affle, on the launch of mTraction FaaS said, "We are extremely excited to announce the launch of this platform as it helps us to address an important and growing problem area for marketers globally. Over the last year, our teams have done extensive research over billions of data events to build robust and reliable algorithms to help detect, highlight and eliminate multiple types of ad fraud. mFaaS has been designed on two key technological pillars, Artificial Intelligence and Machine Learning along with Blockchain technology which helps its data engines to process huge amount of data and detect fraud patterns using 15+ reason codes.”

Sohum further said, “We believe that the timing of this launch is also very pertinent as we are seeing significant growth in ad fraud leading to ROI erosion for top marketers. In fact, we are now inviting some of our marquee partners to start using mFaaS on a pilot basis so as to check the reliability of their traffic sources and also understand how mFaaS can add value to enhance their marketing efficiencies.”

mFaaS platform is currently available in English, and will soon be made available in other languages like Japanese, to help the mobile marketers globally. mFaaS in its current version is expected to help in significantly cleansing the mobile performance marketing industry and will soon grow in scope to address other forms of fraud use cases in digital advertising.