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"Incentivized" advertising platforms allow mobile app developers to acquirenew users by directly paying users to install and engage with mobile apps(e.g., create an account, make in-app purchases). Incentivized installs arebanned by the Apple App Store and discouraged by the Google Play Store becausethey can manipulate app store metrics (e.g., install counts, appearance in topcharts). Yet, many organizations still offer incentivized install services forAndroid apps. In this paper, we present the first study to understand theecosystem of incentivized mobile app install campaigns in Android and itsbroader ramifications through a series of measurements. We identifyincentivized install campaigns that require users to install an app and performin-app tasks targeting manipulation of a wide variety of user engagementmetrics (e.g., daily active users, user session lengths) and revenue. Ourresults suggest that these artificially inflated metrics can be effective inimproving app store metrics as well as helping mobile app developers to attractfunding from venture capitalists. Our study also indicates lax enforcement ofthe Google Play Store's existing policies to prevent these behaviors. Itfurther motivates the need for stricter policing of incentivized installcampaigns. Our proposed measurements can also be leveraged by the Google PlayStore to identify potential policy violations.

Understanding Incentivized Mobile App Installs on Google Play Store