TrafficGuard block most invalid traffic at the click level. Blacklists intercept suspicious IPs, bots, server traffic and crawlers. 

TrafficGuard block over 90% of the IVT it intercepts at the click. This has multiple benefits: 

• Reduces opportunity for misattribution and the associated events that happen afterwards
• Reduces measurement and analytics costs because IVT is removed before that traffic goes to 3rd parties
•  Allows faster, more confident campaign optimisation because invalid clicks are no longer skewing performance data 

TrafficGuard blocks invalid traffic before install attribution occurs. Click level protection already ensures that invalid clicks are not included in the attribution pool. 

When TrafficGuard receives an attribution from a measurement platform, it uses a variety of click and installs characteristics to validate that attribution. 

Distribution modelling is used at the attribution level to ensure organic installs are not mistakenly attributed to paid fraudulent sources. 

Emerging fraud tactics are commonly diagnosed post-attribution. Analysis of post-install activity from 1000s of campaigns every minute, gives TrafficGuard a massive data set and broad perspective to detect fraud at the post attribution level. 

Sophisticated machine learning analyses app engagement for abnormal behaviours including events happening on mass, or irrational engagements such as illegitimate in-app purchases going through MMPs.