Latest data on mobile ad fraud reckons $2.3 billion in spend was subject to app install fraud over the first six months of 2019. It’s up to marketers to keep a watch for suspicious activity in their apps (or campaign results that look too good to be true). Our host Peggy Anne Salz catches up with Tyler Cooper–Head of User Acquisition, TextNow, a leading cloud communications company that also offers a free calling and texting app–to discuss how marketers can best prepare to combat fraud. Tyler, a Mobile Hero recognized for her app marketing achievement, talks about the signs of ad fraud and the importance of establishing a baseline to evaluate the normal behavior of your app users. He also chats about Search Engine Marketing (SEM) and why you need to factor in the impact of your campaign performance on organic install counts.