Fighting online click-fraud using bluff ads

Hamed Haddadi

Research output: Contribution to journalArticle

56 Citations (Scopus)

Abstract

Online advertising is currently the richest source of revenue for many Internet giants. The increased number of online businesses, specialized websites and modern profiling techniques have all contributed to an explosion of the income of ad brokers from online advertising. The single biggest threat to this growth, is however, click-fraud. Trained botnets and individuals are hired by click-fraud specialists in order to maximize the revenue of certain users from the ads they publish on their websites, or to launch an attack between competing businesses. In this note we wish to raise the awareness of the networking research community on potential research areas within the online advertising field. As an example strategy, we present Bluff ads; a class of ads that join forces in order to increase the effort level for click-fraud spammers. Bluff ads are either targeted ads, with irrelevant display text, or highly relevant display text, with irrelevant targeting information. They act as a litmus test for the legitimacy of the individual clicking on the ads. Together with standard threshold-based methods, fake ads help to decrease click-fraud levels.

Original languageEnglish
Pages (from-to)21-25
Number of pages5
JournalComputer Communication Review
Volume40
Issue number2
DOIs
Publication statusPublished - 1 Apr 2010
Externally publishedYes

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Marketing
Websites
Display devices
Explosions
Industry
Internet
Botnet

Keywords

  • Advertising
  • Click-Fraud

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Software

Cite this

Fighting online click-fraud using bluff ads. / Haddadi, Hamed.

In: Computer Communication Review, Vol. 40, No. 2, 01.04.2010, p. 21-25.

Research output: Contribution to journalArticle

Haddadi, Hamed. / Fighting online click-fraud using bluff ads. In: Computer Communication Review. 2010 ; Vol. 40, No. 2. pp. 21-25.
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