Real-time antifraud in fintech — a different league

Banks and neobanks make decisions in 100–300 ms: a card payment, a P2P transfer, issuing a microloan. Rule engines, graph analytics, ML models on transactional features and behavioral biometrics operate here. This is the core of transaction antifraud — not ClikBy's profile.

Fintech also runs performance marketing in parallel: app install, card application, deposit. It is at this stage that click fraud and junk acquisition distort CAC and train ad algorithms on bots. ClikBy covers this narrow but expensive layer.

Rules-based vs ML: when each wins

• Правила — transparent, fast, ideal for hard limits (amount, country, velocity). Downside: they do not keep up with new schemes without constant maintenance.
• ML — catches anomalies and links between entities. Requires labeled data, drift monitoring, and explainability for compliance.
• Гибрид — industry standard 2026: rules cut the obvious, ML scores borderline cases, analyst review — the disputed ones.

Latency: why 200 ms is not a marketing KPI

For a transaction every millisecond in the scoring pipeline is critical: feature store → model ensemble → decision. A marketing click can tolerate post-click analysis on the landing page — a different SLO.

Do not confuse «real-time antifraud» in product pitch-decks: transaction core (milliseconds) and ad click quality (redirect + visit analysis) solve different problems.

Where ClikBy fits in the fintech stack

Lightweight integration on campaign tracking links «download the app», «get a card», «open a deposit»:

• Click quality assessment before the application in onboarding.
• Reducing bot traffic in retargeting of financial products (high CPC).
• Aligned reports for marketing + risk: «how much acquisition was junk before KYC».

Transaction monitoring, AML, KYC stay with specialized vendors and in-house risk. ClikBy does not score payments and does not block cards.

Onboarding fraud vs transaction fraud

Synthetic identities pass KYC at the application stage; transaction antifraud sees the «first clean transaction» later. Marketing acquisition fraud falls между the click and the application — this is where ClikBy gives a signal before expensive KYC.

Metrics for CMO and CRO

• Cost per confirmed application vs cost per raw click.
• Bot share by high-CPC channels (credit cards, investments).
• Time to first funded action for confirmed vs bot-heavy cohorts.

Check click quality with ClikBy

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