My understanding is that most apps are free (or close) to...

My understanding is that most apps are free (or close) to download but rely on in app purchases for generating their main income and ROI. Advertisers are paid per install however therefore fraudulent actors can generate a fake install and get paid while the fake install never generates ROI for the app originator the way that a true user install would.

Traffic guard effectively reduces the fraudulent installs at the time of download reducing the hassle of trying to claw back payments made for fraudulent installs via post install analysis (which I believe is industry standard practice currently as detailed in TMP presentations). I am also assuming that the performance of traffic guard is better overall at stopping monetary loss from fraud in comparison to industry standard practice.