NDLI: Measuring and fingerprinting click-spam in ad networks

Content Provider	ACM Digital Library
Author	Guha, Saikat Zhang, Yin Dave, Vacha
Abstract	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 paper, 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.
Starting Page	175
Ending Page	186
Page Count	12
File Format	PDF
ISSN	01464833
DOI	10.1145/2377677.2377715
Journal	ACM SIGCOMM Computer Communication Review (CCRV)
Volume Number	42
Issue Number	4
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	1993-07-01
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Invalid clicks Traffic quality Click fraud Advertising fraud Click-spam
Content Type	Text
Resource Type	Article
Subject	Computer Networks and Communications Software

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
5	Website/Portal (Helpdesk)	Queries regarding NDLI and its services	support@ndl.gov.in
6	Contents and Copyright Issues	Queries related to content curation and copyright issues	content@ndl.gov.in
7	National Digital Library of India Club (NDLI Club)	Queries related to NDLI Club formation, support, user awareness program, seminar/symposium, collaboration, social media, promotion, and outreach	clubsupport@ndl.gov.in
8	Digital Preservation Centre (DPC)	Assistance with digitizing and archiving copyright-free printed books	dpc@ndl.gov.in
9	IDR Setup or Support	Queries related to establishment and support of Institutional Digital Repository (IDR) and IDR workshops	idr@ndl.gov.in

Measuring and fingerprinting click-spam in ad networks

ViceROI: catching click-spam in search ad networks

Measuring and Fingerprinting Click-Spam in Ad Networks (2012)

A game of clicks:economic incentives to fight click fraud in ad networks

Fighting online click-fraud using bluff ads

Measuring and fingerprinting click-spam in ad networks (2012)

Measuring and fingerprinting click-spam in ad networks (2012).

Measuring, Fingerprinting and Catching Click-spam in Ad Networks (2013)

Measuring and Fingerprinting Click-Spam in Ad Networks

Measuring and fingerprinting click-spam in ad networks

Similar Documents

Measuring and fingerprinting click-spam in ad networks

ViceROI: catching click-spam in search ad networks

Measuring and Fingerprinting Click-Spam in Ad Networks (2012)

A game of clicks:economic incentives to fight click fraud in ad networks

Fighting online click-fraud using bluff ads

Measuring and fingerprinting click-spam in ad networks (2012)

Measuring and fingerprinting click-spam in ad networks (2012).

Measuring, Fingerprinting and Catching Click-spam in Ad Networks (2013)

Measuring and Fingerprinting Click-Spam in Ad Networks

Measuring and fingerprinting click-spam in ad networks