Antifraud is an umbrella, not one product
RFPs often mix payment fraud, ATO, ad fraud, promo abuse, and compliance. Split domains first: what you protect — transaction, account, click, or promo code.
ClikBy is a specialized click / ad fraud layer for marketing. Add it to a broader stack (payment vendor, SIEM, CRM rules); do not compare it one-to-one with a transaction engine.
Seven selection criteria
- 1. Coverage domain. Transaction, identity, advertising, loyalty — does the product match your threat?
- 2. In-house vs SaaS. In-house — control and data-lake integration; SaaS — time-to-value and model updates. Hybrid fits many enterprises.
- 3. Latency SLA. Payments need sub-second decisions; ad click quality has a different latency profile. Compare fairly.
- 4. Explainability. Risk and legal need reasons behind a decision. Black boxes without audit trails hurt compliance.
- 5. False positives. Over-blocking cuts revenue. Look for tunable thresholds and observe → enforce modes.
- 6. Integrations. API, webhooks, Ads export, MMP/CRM ties — not dashboard-only.
- 7. 24-month TCO. License + data engineers + false-positive cost + slow rollout opportunity cost.
When to add ClikBy
If performance spend is material and ad clicks diverge from real leads or sales, you need a click quality layer. ClikBy covers smart links, visit scoring, audience segmentation, and ad-account signal sync.
If chargebacks and carding dominate, start with payment antifraud; add ClikBy when scaling paid acquisition.
RFP questions for click/ad fraud vendors
- Which signals after redirect (not IP-only)?
- Post-click on-site behavior?
- Ads export / exclusion lists — which platforms?
- Observe mode without blocking real users?
ClikBy: yes on smart links, AI Selena, Audience, Pulse — no on card scoring and chargeback workflows.
