Device farms perpetrating mobile fraud cost advertisers more than all other types of install fraud combined. DeviceRankTM is the first, and only solution to this challenge.

Device-Based Fraud

It’s 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 will often reset their deviceIDs (gaid or idfa) after each install.

The entire operation is virtually undetectable.



With over 5.5 billion mobile devices and over 16 trillion mobile events measured in 2018 alone, DeviceRank builds on AppsFlyer’s mobile database — the largest anti-fraud database in the world.

How It Works
Similar to the ‘bond ratings’ assigned by credit agencies, DeviceRank analyzes cross-publisher activity and rates device legitimacy. From legitimate, clean devices to fraudulent devices, DeviceRank uses the power of big data and machine learning to continuously update device ratings, detecting and blocking fraud in real-time.

Fraudulent Devices

The engagement profile of a fraudster is very different than that of a real user. Even the most active app users do not download high volumes of apps, from geographically diverse locations, all from paid media.


Block 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
Validation Rules allow marketers to block high levels of these installs
Protect360 reports on suspicious device trends
Transparent reporting to integrated partners

New Devices

New Devices are DeviceIDs not yet rated by AppsFlyer. With nearly every device in the world already rated, any media source or publisher that delivers a substantial volume or concentration of new devices is likely engaging in DeviceID Reset Fraud, the most costly type of install fraud in the world.


Automatically block SiteIDs perpetrating DeviceID Reset Fraud
Live Alerts notify marketers as new device rates climb
Validation Rules allow marketers to block even more DeviceID Reset Fraud
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 are usually originating from device farms.


Live Alerts notify marketers as LAT device rates rise
Validation Rules provide marketers with configurable control over their LAT Device protection
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