Protecting advertisers against click frauds

Rattikorn Hewett, Abhishek Agarwal

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

1 Scopus citations

Abstract

Click frauds are Internet crimes where clicks are deliberately performed to increase the publisher's earnings or to deplete an advertising budget of the advertiser's competitor. This paper presents an approach to automatically detecting click frauds by using a mathematical theory of evidence to estimate the likelihood of the frauds from click behaviors. Unlike most existing work, our approach provides online computation that incorporates incoming behaviors on real-time. It is theoretical-grounded, easily extensible and employs only data available at the advertiser's site. The latter makes the approach feasible for the advertisers to guard themselves against the frauds. The paper describes the approach and evaluates its validity using real-world case scenarios.

Original languageEnglish
Title of host publicationIT Convergence and Security 2012
Pages61-69
Number of pages9
DOIs
StatePublished - 2013
EventInternational Conference on IT Convergence and Security, ICITCS 2012 - Pyeong Chang, Korea, Republic of
Duration: Dec 5 2012Dec 7 2012

Publication series

NameLecture Notes in Electrical Engineering
Volume215 LNEE
ISSN (Print)1876-1100
ISSN (Electronic)1876-1119

Conference

ConferenceInternational Conference on IT Convergence and Security, ICITCS 2012
CountryKorea, Republic of
CityPyeong Chang
Period12/5/1212/7/12

Keywords

  • Click fraud detection
  • Online advertisements
  • Theory of evidence

Fingerprint Dive into the research topics of 'Protecting advertisers against click frauds'. Together they form a unique fingerprint.

Cite this