Mining fraudulent patterns in online advertising

• Main Authors: OENTARYO, Richard J., Ee-peng LIM
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2013
• Subjects: Computer Sciences; Databases and Information Systems; E-Commerce
• Online Access: https://ink.library.smu.edu.sg/sis_research/3486; https://ink.library.smu.edu.sg/context/sis_research/article/4487/viewcontent/C80___Mining_Fraudulent_Patterns_in_Oline_Advertising__FINT2013_.pdf
• Institution: Singapore Management University

Advances in web technologies have rendered onlineadvertising as an effective means for small and large businesses to target different market segments on the fly. Online advertising is a huge industry. According to Gartner Inc., worldwide online advertising revenue is projected tohit $11.4 billion in 2013, up from $9.6 billion in 2012. Global revenue will also reach $24.5 billion in 2016, with online advertising creating opportunities for app developers, advertising networks, and service providersin various regions. An online advertising ecosystem is typically coordinated by an advertising commissioner, acting as a broker between advertisers and content publishers. An advertiser plans a budget, provides some commissioner(s) with ads, and agrees on commission for customer actions (e.g., clicking ad, biddingin an auction, etc.). Meanwhile, content publishers contract with each commissioner to post ads on their websites, and receive commission based on the traffic they drive to the advertisers.