max planck institut
informatik
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| Title: | Measuring and Fingerprinting Click-Fraud in Ad Networks |
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| Speaker: | Saikat Guha |
| coming from: | Microsoft Research India |
| Speakers Bio: | |
| Event Type: | Talk |
| Visibility: | SWS We use this to send out email in the morning. |
| Level: | AG Audience |
| Language: | English |
| Date: | Thursday, 9 August 2012 |
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| Time: | 11:00 |
| Duration: | -- Not specified -- |
| Location: | Kaiserslautern |
| Building: | 49 |
| Room: | 204 |
| Advertising plays a vital role in supporting free websites and smartphone apps. Click-spam, i.e., fraudulent or invalid clicks on online ads where the user has no actual interest in the advertiser’s site, results in advertising revenue being misappropriated by click-spammers. While ad networks take active measures to block click-spam today, the effectiveness of these measures is largely unknown. Moreover, advertisers and third parties have no way of independently estimating or defending against click-spam. In this talk, we take the first systematic look at click-spam. We propose the first methodology for advertisers to independently measure click-spam rates on their ads. We also develop an automated methodology for ad networks to proactively detect different simultaneous click-spam attacks. We validate both methodologies using data from major ad networks. We then conduct a large-scale measurement study of click-spam across ten major ad networks and four types of ads. In the process, we identify and perform in-depth analysis on seven ongoing click-spam attacks not blocked by major ad networks at the time of this writing. Our findings highlight the severity of the click-spam problem, especially for mobile ads. |
| Name(s): | Paul Francis |
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| Phone: | +49 631 9303 9600 |
| EMail: | --email address not disclosed on the web |
| Video Broadcast: | Yes | To Location: | Saarbrücken |
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| To Building: | To Room: |
| Note: | |
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| Attachments, File(s): |
| Created by: | Susanne Rock/MPI-SWS, 08/06/2012 04:26 PM | Last modified by: | Susanne Rock/MPI-SWS, 08/06/2012 04:34 PM |