Click Validation
In order for a user to click on an ad, they must be shown the ad before. While this sounds like simple logic, currently, ad partners are free to log in click data without providing the mobile measurement partner (MMP) a verification of matching impressions. Hence, fraudulent ad partners can easily get away with click fraud, and marketers have to waste their ad budget paying the fraudsters. Click validation is a protection tool that prevents this issue, as it requires all ad partners to provide their MMPs with matching impressions to their click data.