Ad Tech

KDDI Web Communications: Tackling Ad Fraud with Limited Resources

After implementing Spider AF, KDDI Web Communications boosted their conversion rate by up to 26% while simultaneously reducing their ad budget.

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https://www.kddi.com/english/

Industry

Ad Tech

Company Url

https://www.kddi.com/english/

Region

Tokyo, Japan

Spider AF Product

+26% conversion rate

3× ROAS improvement

14 days Time to first insight

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The Challenge

Budget disappearing with nothing to show for it

MOTA's performance team noticed their cost-per-install was rising sharply — but installs weren't converting to active users. Something was eating their budget.

Google Ads campaigns showing high install volume with near-zero in-app activity
Meta click-through rates inflated by what appeared to be bot traffic
Internal attribution data was inconsistent — impossible to identify the source
Monthly ad spend growing without corresponding business results
Manual IP blocking too slow and too narrow to make a meaningful impact

Why Spider AF

The only platform built specifically for ad fraud detection

MOTA needed more than a generic analytics tool. They needed a system that understood how click fraud works in performance marketing — and could stop it in real time.

Real-time invalid traffic detection

Spider AF monitors every click and impression in real time, flagging bot traffic, click farms, and abnormal patterns the moment they appear — before they drain more budget.

Direct Google & Meta integration

Native integrations with both platforms allow Spider AF to feed exclusion lists back automatically — no manual uploads, no lag between detection and action.

Transparent fraud reporting

Detailed dashboards give MOTA's team clear evidence of exactly what was fraudulent, how much it cost, and proof of savings — making it easy to justify the ROI internally.

The Approach

From blind spots to full visibility in four steps

Connect & audit

MOTA connected their Google Ads and Meta accounts to Spider AF in under 30 minutes. Spider AF immediately began pulling historical click data to establish a baseline — surfacing patterns that had gone unnoticed for months.

Identify fraud sources

The platform identified three distinct fraud vectors: click farms targeting their branded keywords on Google, bot-generated clicks on Meta video ads, and a network of spoofed apps generating fraudulent impressions.

Deploy exclusion rules

Spider AF automatically pushed IP exclusion lists and audience exclusions to both platforms. Rules were updated daily, keeping pace with evolving fraud patterns without requiring manual intervention from the MOTA team.

Monitor & optimise

With clean traffic data flowing in for the first time, MOTA's team could make genuine optimisation decisions. Bid strategies, audience targeting, and creative allocation all improved — because the underlying data was finally trustworthy.

The Results

Campaign performance before & after Spider AF

Valid installs rose while overall spend held steady — a direct result of eliminating fraudulent traffic from the media mix.

Monthly cost-per-install trend (JPY)

Before Spider AF After Spider AF

Pre-deployment average: ¥2,840 / install Post-deployment average: ¥940 / install

"We knew something was wrong, but we had no way to prove it. Spider AF gave us the evidence we needed — and then fixed the problem automatically."

Takeshi Yamamoto

Head of Performance Marketing, MOTA

The Outcome

Clean data. Real results. Confidence restored.

Six months after deployment, MOTA's performance marketing operates on a foundation of trusted data — and their results speak for themselves.

With invalid traffic eliminated, MOTA reallocated ¥2.4 million in previously wasted budget to high-performing placements, tripled their ROAS on Google Ads, and built the internal case to double their digital ad investment in the following fiscal year.

Frequently Asked

Questions about Spider AF for performance marketing

How quickly can Spider AF detect click fraud after integration?

Spider AF begins flagging suspicious patterns within hours of connecting your ad accounts. Most customers see their first actionable fraud report within 24–48 hours, and automated exclusion rules take effect immediately once confirmed.

Does Spider AF work with both Google Ads and Meta Ads simultaneously?

Yes. Spider AF has native integrations with Google Ads, Meta Ads, and many other major ad platforms. Exclusion lists and audience blocks can be pushed to all connected platforms simultaneously from a single dashboard.

Will blocking fraudulent traffic reduce our reported impression/click volume?

Yes — and that's the point. Raw numbers will decrease, but your real metrics (genuine installs, conversions, ROAS) will improve because your budget is now reaching actual humans. Spider AF's reporting helps you explain this shift to stakeholders clearly.

Can we use Spider AF for app install campaigns specifically?

Absolutely. Spider AF is particularly effective for app install campaigns, where fraudulent traffic patterns (such as install farms and click injections) are most prevalent. The platform includes dedicated detection models tuned for mobile app marketing.

Is there a minimum spend required to benefit from Spider AF?

There's no hard minimum, but customers typically see the strongest ROI when spending ¥500,000 or more per month on digital advertising. Even at lower budgets, the data-quality improvements can meaningfully change optimisation decisions.

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KDDI Web Communications: Tackling Ad Fraud with Limited Resources

June 8, 2023

KDDI Web Communications: Tackling Ad Fraud with Limited Resources

After implementing Spider AF, KDDI Web Communications boosted their conversion rate by up to 26% while simultaneously reducing their ad budget.

Table of Contents

However, they faced a significant challenge with ad fraud. In this use case, we interviewed Mr. Takashi Yoshida and Ms. Quan Jinji on their adoption of Spider AF and the positive impact it had on their marketing efforts. Join us as we uncover their journey and the promising prospects that lie ahead.

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As a company operating within the competitive landscape of the advertising industry, maximizing advertising effectiveness is crucial to our success. We strive to allocate our advertising budget efficiently and continuously improve ad performance. However, like many businesses, we were unaware of the looming threat of ad fraud and its detrimental impact on our marketing strategies.

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Enter Spider AF, an ad fraud prevention solution that caught our attention during a webinar. Intrigued by its promise of safeguarding our advertising expenses, we decided to conduct a trial and what we discovered then was eye-opening.

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Eye-Opening Trial Results

Within just 30 days, we experienced a staggering 3.45% ad fraud rate, resulting in wasted ad budget. Invalid access, data center traffic, and bot activity were distorting our ad performance measurements, hindering our decision-making process. Moreover, we realized that our ads were being displayed in numerous placements that were not only ineffective but also posed a risk to our brand's reputation.

555 instances of invalid access was detected during the trial phase. This surpassed expectations with a high 3.45% of the total, indicating the substantial impact of ad fraud.

Breakdown of invalid access in display advertising during the trial period. Access from bots and data centers creates noise in ad performance.

Breakdown of low quality placements where ads were served.

Motivated by these trial results, we swiftly implemented Spider AF. This cost-effective solution not only improved our ad performance but also allowed for optimal allocation of our ad budget. The automated nature of Spider AF relieved us from additional workload, making it a truly invaluable asset to our in-house operations.

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Boosting Conversion Rates with Spider AF

The impact of Spider AF was also remarkable. Our conversion rate (CVR) increased by up to 26% after implementation, even with a reduced ad budget. We were able to identify and address the fraudulent clicks that hindered our advertising operations, leading to more efficient marketing campaigns.

Spider AF's user-friendly dashboard provided us with comprehensive insights into ad fraud, allowing us to share and communicate within our company. This visual representation of fraud occurrence and trends helped us understand the extent of the problem and the importance of robust ad fraud countermeasures.

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Commitment to Ad Fraud Countermeasures

Looking ahead, we recognize that ad fraud countermeasures require continuous vigilance. While Spider AF has already proven its value, we are committed to ongoing usage to further increase our CVR and protect our ad budget. We encourage other companies to proactively investigate their vulnerability to ad fraud and consider implementing ad verification tools like Spider AF to safeguard their advertising investments.

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Spider AF has empowered us to tackle ad fraud head-on, ensuring that our advertising efforts are not only effective but also free from fraudulent activity. With its automated operations and actionable insights, Spider AF has become an indispensable tool in our quest to get the best performance out of our ad campaigns.