Fraud prevention in online digital advertising. (2017)

• Record Type: Book
• Further Information: Note: Xingquan Zhu, Haicheng Tao, Zhiang Wu, Jie Cao, Kristopher Kalish, Jeremy Kayne.
• Authors: Zhu, Xingquan, 1973-; Tao, Haicheng; Wu, Zhiang; Cao, Jie; Kalish, Kristopher; Kayne, Jeremy
• Contents: 1 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.1 Computational Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11.2 Display Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21.3 Fraud in Digital Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31.4 Book Objective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Ad Ecosystems and Key Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92.1 Ad Banner and Viewability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112.2 Ad Business Model . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122.3 Revenue Models . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142.4 Ad Advertisement Concept Flow. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Ad Fraud Taxonomy and Prevention Mechanisms . . . . . . . . . . . . . . . . . 213.1 Ad Fraud Taxonomy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 223.2 Ad Fraud Prevention Mechanism . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 244 Ad Fraud Categorization and Detection Methods . . . . . . . . . . . . . . . . . . 274.1 Placement Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 274.1.1 Stuffing or Stacking . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284.1.2 Fake Sites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294.1.3 Domain Spoofing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 294.1.4 Ad Injection and Malware . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314.2 Traffic Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324.2.1 Impression Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 324.2.2 Click Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 334.3 Action Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 354.3.1 Conversion Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 364.3.2 Re-targeting fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .xii Contents4.3.3 Affiliate Fraud . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 385 Ad Fraud Measure and Benchmark . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435.1 Measures with Ground Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 435.2 Measures without Ground Truth . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 465.3 Real World Datasets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 476 Ad Fraud Detection Tools and Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . 496.1 Commercial Ad Fraud Detection Systems . . . . . . . . . . . . . . . . . . . . . . 496.2 Ad Fraud Detection Systems in Academia . . . . . . . . . . . . . . . . . . . . . . 51References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 527 CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57.
• Publisher Details: Cham, Switzerland : Springer
• Publication Date: 2017
• Extent: 1 online resource (xiii, 53 pages), illustrations (some color)
• Subjects: 364.16/3; Computer science; Deceptive advertising; Internet marketing; SOCIAL SCIENCE -- Criminology; Deceptive advertising; Internet marketing; Computer Science; Systems and Data Security; Information Systems Applications (incl. Internet); Computer Communication Networks; Computers -- Information Technology; Computers -- Hardware -- Network Hardware; Information retrieval; Network hardware; Data protection; Computer Communication Networks; Computers -- Security -- General; Computer security; Electronic books
• Languages: English
• ISBNs: 9783319567938; 3319567934
• Related ISBNs: 9783319567921; 3319567926
• Notes: Note: Includes bibliographical references.; Note: Online resource; title from PDF title page (SpringerLink, viewed June 19, 2017).
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.