What is Attribution Manipulation & how does it impact Performance Marketing?

What is attribution manipulation?

Attribution manipulation is a supply chain drawback that publishers and ad networks exploit to steal organic and other sources traffic. Manipulating last click help ad fraudsters steal advertising dollars. Attribution manipulation is often done using incent or malware enabled application where fraudsters are continously scanning devices for APK changes and payments.

As an advertiser, how does it impact my performance marketing?

Performance marketing, as the name suggests is driven by set KPI's like CPC, CPE or CPS. Manipulating attribution can skew your data, and make you believe that a traffic provider is genuinely providing good traffic, but in reality the traffic being served is either hijacked or stolen.

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