Mobile Measurement Partners (MMPs) have long been the industry’s first line of defence against mobile ad fraud. Through SDK integrations and last-click attribution, they have helped brands track installs and flag suspicious activity based on known patterns such as: 

Unusual install spikes  

Abnormal click-to-install times  

Repetitive device IDs  

While this works well for obvious fraud, the challenge today is far more sophisticated. 

Fraudsters now mimic normal user behaviour, making fraudulent traffic look genuine. In many cases, they have effectively reverse-engineered MMP detection logic and learned how to stay within acceptable thresholds.