DeviceRank_index | AppsFlyer

Device farms perpetrating mobile fraud are one of the most expensive and pervasive classes of mobile fraud. DeviceRankTM is the first, and only real-time solution to this challenge.

Device Farms

They are a marketer’s worst nightmare.

Criminals with warehouses full of real mobile devices, clicking on real ads, installing real apps and even generating real engagement. The devices and installs are as real as the budgets they are draining. To further hide their activities, criminals regularly reset their DeviceIDs (gaid or idfa).

The entire operation is virtually undetectable.


DeviceRank builds on AppsFlyer’s mobile database — the largest anti-fraud database in the world. With over 5.7 billion mobile devices and over 1 trillion mobile events measured every month, DeviceRank has anonymously rated virtually all of the world’s smartphones, accurately identifying and blocking device farms in real-time.

How It Works
Similar to the ‘bond ratings’ assigned by credit agencies, DeviceRank analyzes cross-publisher activity and rates device legitimacy based on a multi-point, anonymous profile. From legitimate, clean devices to fraudulent devices, DeviceRank’s unique combination of big data and machine learning continuously update device ratings, providing unparalleled protection.

Fraudulent Devices

The engagement profile of a fraudster is very different than that of a real user. For example, even the most active app users do not download dozens of apps, from geographically diverse locations, all from paid media, every day.


Blocks installs from devices perpetrating fraud

Protect360 reports on these blocked installs and subsequent savings

Transparent reporting to integrated partners

Suspicious Devices

Some engagement profiles look very suspicious, but cannot (yet) be conclusively rated as fraudulent. These devices receive a "suspicious" rating.


Live Alerts flag high concentrations of these devices

Protect360 reports on suspicious device trends

Transparent reporting to integrated partners

New Devices

New Devices are DeviceIDs not yet rated by AppsFlyer due to a lack of engagement history. With nearly every device in the world (over 5.7 billion and counting) already rated, DeviceRank is the only anti-fraud platform that actively identifies and blocks device farms hiding behind DeviceID Reset Fraud.


Automatically blocks device farms perpetrating DeviceID Reset Fraud

Live Alerts notify marketers as new device rates climb

IO Builder: Fraud Appendix sets the marketer’s acceptable “new device rates” before campaigns begin

Integrated Partners are kept in the loop with transparent reporting

LAT Devices

Some mobile users prefer to maintain an extra degree of privacy by enabling “Limit Ad Tracking” on their devices. On average, about 15% of iOS users and fewer than 4% of Android users enable this feature and are subsequently rated as LAT devices. High concentrations of LAT devices usually originate from device farms.


Live Alerts notify marketers as LAT device rates rise

Marketers set their LAT device terms via IO Builder: Fraud Appendix

Transparent reporting to integrated partners

Clean Devices

Real devices with healthy engagement profiles are rated as "Clean Devices". Ad networks, publishers or sub-publishers with high Clean Device rates serve as a useful benchmark in the Protect360 dashboard.


Usefull benchmark for assessing questionable media sources, campaigns and SiteIDs