Mobile ad fraud remains one of the biggest challenges for advertisers in the gaming industry, draining budgets and undermining user acquisition efforts. In a recent podcast from MAU, Two & a Half Gamers podcast host Matej Lancaric spoke with Zino Rost Van Tonningen, CEO of TyrAds, about how advertisers can adapt to new fraud tactics and protect long-term growth.
The discussion on mobile ad fraud emphasized that traditional fraud detection is no longer effective against sophisticated methods such as click spamming, device emulation, and coordinated attacks. Instead, server-to-server tracking and advanced Mobile Measurement Partner (MMP) security features have become critical tools, reducing fraud by up to 95%.
Beyond fraud prevention, the conversation highlighted the importance of retention strategies, such as multi-reward funnels, machine learning–based re-engagement, and a focus on lifetime value rather than installs alone. Advertisers are advised to choose partners with proven fraud prevention capabilities, transparent reporting, and long-term user engagement strategies.
With industry consolidation on the horizon, the report underscores that only platforms combining fraud protection and retention solutions will remain competitive. For advertisers, the takeaway is clear: shifting budgets toward secure, quality-focused partners is no longer optional but essential.
Read the full article on mobile ad fraud or listen to the podcast here.
