Fraud Prevention in Online Digital Advertising
The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

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Fraud Prevention in Online Digital Advertising
The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

64.99 In Stock
Fraud Prevention in Online Digital Advertising

Fraud Prevention in Online Digital Advertising

Fraud Prevention in Online Digital Advertising

Fraud Prevention in Online Digital Advertising

Paperback(1st ed. 2017)

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Overview

The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.


Product Details

ISBN-13: 9783319567921
Publisher: Springer International Publishing
Publication date: 06/09/2017
Series: SpringerBriefs in Computer Science
Edition description: 1st ed. 2017
Pages: 54
Product dimensions: 6.10(w) x 9.25(h) x (d)

Table of Contents

1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.1 Computational Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
1.2 Display Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
1.3 Fraud in Digital Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
1.4 Book Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2 Ad Ecosystems and Key Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2.1 Ad Banner and Viewability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
2.2 Ad Business Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
2.3 Revenue Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
2.4 Ad Advertisement Concept Flow. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
3 Ad Fraud Taxonomy and Prevention Mechanisms . . . . . . . . . . . . . . . . . 21
3.1 Ad Fraud Taxonomy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
3.2 Ad Fraud Prevention Mechanism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
4 Ad Fraud Categorization and Detection Methods . . . . . . . . . . . . . . . . . . 27
4.1 Placement Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
4.1.1 Stuffing or Stacking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28
4.1.2 Fake Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.1.3 Domain Spoofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
4.1.4 Ad Injection and Malware . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
4.2 Traffic Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
4.2.1 Impression Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
4.2.2 Click Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
4.3 Action Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35
4.3.1 Conversion Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
4.3.2 Re-targeting fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
xii Contents
4.3.3 Affiliate Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
5 Ad Fraud Measure and Benchmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
5.1 Measures with Ground Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
5.2 Measures without Ground Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
5.3 Real World Datasets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
6 Ad Fraud Detection Tools and Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
6.1 Commercial Ad Fraud Detection Systems . . . . . . . . . . . . . . . . . . . . . . 49
6.2 Ad Fraud Detection Systems in Academia . . . . . . . . . . . . . . . . . . . . . . 51
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
7 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
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