What is Last Click Attribution?

What is Last Click Attribution in Mobile Marketing?

Last click attribution is the measurement method of performance marketing. The publisher or ad-network showing the last clicked ad to the user win's the payout of the performance campaign. For example : No matter how many ads a particular user sees of a particular advertiser, the click eligible for the payout for that particular user is the network which showed the last ad to the user.

Why is Last Click Attribution not Ad Fraud safe?

The last click is highly incentivised, and the ad fraudsters looks into ways to inject this click irrespective of whether the ad is shown to the user or not. This is done by click injection, click spaming, organic hijacking or click manipulation.

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