Book ChapterDOI
Click Fraud Detection: Adversarial Pattern Recognition over 5 Years at Microsoft
Brendan Kitts,Jing Ying Zhang,Gang Wu,Wesley Brandi,Julien Beasley,Kieran Morrill,John Ettedgui,Sid Siddhartha,Hong Yuan,Feng Gao,Peter Azo,Raj Mahato +11 more
- pp 181-201
TLDR
The current paper describes the unique challenges posed by data mining at massive scale, the design choices and rationale behind the technologies to address the problem, and shows some examples and some quantitative results on the effectiveness of the system in combating click fraud.Abstract:
Microsoft adCenter is the third largest Search advertising platform in the United States behind Google and Yahoo, and services about 10 % of US traffic. At this scale of traffic approximately 1 billion events per hour, amounting to 2.3 billion ad dollars annually, need to be scored to determine if it is fraudulent or bot-generated [32, 37, 41]. In order to accomplish this, adCenter has developed arguably one of the largest data mining systems in the world to score traffic quality, and has employed them successfully over 5 years. The current paper describes the unique challenges posed by data mining at massive scale, the design choices and rationale behind the technologies to address the problem, and shows some examples and some quantitative results on the effectiveness of the system in combating click fraud.read more
Citations
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Proceedings ArticleDOI
An Empirical Study of Click Fraud in Mobile Advertising Networks
TL;DR: This study aims at identifying potential security risks of a type of mobile advertisement where advertisers are charged for their advertisements only when a user clicks (or touches) on the advertisements in their applications.
Proceedings ArticleDOI
Clicktok: click fraud detection using traffic analysis
Shishir Nagaraja,Ryan Shah +1 more
TL;DR: In this article, mimicry and bait-click defences are proposed to detect clickspam by detecting patterns of click reuse within ad network clickstreams, which can be used to detect click fraud attacks using their fundamental properties.
Book ChapterDOI
Online Ad-fraud in Search Engine Advertising Campaigns
TL;DR: This contribution aims at raising awareness for the threat of hacking incidents during online marketing campaigns, and provides suggestions as well as recommendations for damage prevention, damage detection and damage limitation.
Journal ArticleDOI
Combating online fraud attacks in mobile-based advertising
TL;DR: This study implements bot programs that can massively generate click events on advertisements on mobile applications and test their feasibility with eight popular advertising networks, showing that six advertising networks are vulnerable to the attacks.
Journal ArticleDOI
iBGP: A Bipartite Graph Propagation Approach for Mobile Advertising Fraud Detection
TL;DR: This paper proposes a novel bipartite graph-based propagation approach, iBGP, for mobile apps advertising fraud detection in large advertising system and proposes an automatic initial score learning algorithm to formulate both concepts to learn the initial scores of non-seed nodes.
References
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Proceedings Article
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TL;DR: The Hypertext Transfer Protocol is an application-level protocol for distributed, collaborative, hypermedia information systems, which can be used for many tasks beyond its use for hypertext through extension of its request methods, error codes and headers.
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Journal ArticleDOI
Click Fraud
Kenneth C. Wilbur,Yi Zhu +1 more
TL;DR: The results suggest that the search advertising industry would benefit from using a neutral third party to audit search engines' click fraud detection algorithms.