Apple cracks down on ranking manipulation: Taiwan removes apps with built-in points wall
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According to reliable sources, Apple Taiwan has removed some apps that have built-in third-party points walls and asked developers to delete the points walls in their apps. In response to this, the person in charge of Changsi said that the news was true, but this problem only existed in the old version of the points wall, and it was expected that the points wall would be resumed in December. In the emails Apple sent, it said: "We found that your app contains some content that may manipulate user responses and rankings, which does not comply with the Apple App Store review guidelines; the offer wall in your app uses points and cash rewards to encourage users to download other apps; please remove the third-party offer wall in your app." This is not the first time Apple has tightened its app promotion policies. Previously, some domestic developers were found by Apple to have manipulated user ratings in an improper manner because they had built third-party points walls into their products. They were warned and were given a deadline to correct the violations or their developer qualifications might be revoked. In fact, as an important channel for App promotion, the points wall advertising model is not a mobile advertising model unique to the Chinese market. Globally, points wall is the leading advertising model. For example, the world's largest points wall advertiser is a company from the United States, Tapjoy. Although the points wall can provide effective ranking services for developers and publishers, Apple has been cracking down on the use of the points wall to manipulate rankings due to suspected manipulation of user behavior. Li Jian, general manager of Changsi Advertising under Touchscreen, said in a previous interview: "In fact, Apple is not particularly strict about the points wall. The reason for cracking down on the points wall now is that the points wall can manipulate the rankings. Apple does not care too much about which form of advertising is used. What it cares about is manipulating the rankings. If the points wall cannot manipulate the rankings, Apple will not care if you use the points wall." From the initial posting on Weiphone.com to "increase the volume", to later using the hoarding of accounts to hire people to download and write good reviews to brush the rankings, and then to the current points wall, the form of "brushing the rankings" has been changing with the changes in Apple's ranking algorithm. However, this phenomenon of "there are policies from above and countermeasures from below" also to a certain extent illustrates the market's demand for ranking manipulation services. As an important part of the Apple ecosystem, the points wall plays an important role. Although Apple's attitude towards the points wall has always been to seek a balance between rules and resources, this time Apple has once again tightened relevant policies, which makes people worry whether the winter of the points wall has really come. Apple's previous "severe crackdowns" on chart manipulation. In August 2014, Apple revised the App store ranking rules, and the Chinese App store free rankings underwent dramatic changes. Only stand-alone mobile games remained strong, and online mobile games basically all fell out of the top 100 of the Apple App store free list. In June 2014, some games began to fail to pass review because they contained download reward ads. At the same time, designs such as restoring in-game stamina through sharing on social media such as Twitter were also stopped by Apple. Also in June of this year, Apple directly hired people to investigate the manipulation of rankings and false reviews in the App Store. One app called better fonts free had more than 15,000 reviews deleted in one night. In August 2013, in order to combat ranking manipulation, Apple introduced user reviews into the App Store's ranking algorithm, and the ranking was updated every three hours instead of every 15 minutes. Some popular online mobile games and many stand-alone mobile games were affected, and the rankings of some stand-alone mobile games even dropped by hundreds of places within a few days. In February 2012, many domestic applications were removed from Apple's shelves and fell out of the best-selling rankings. The reason for the removal was that Apple discovered that some products had been voted on falsely, resulting in abnormal positive and negative reviews from users. |
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