Detecting frauds in online advertising systems

Sanjay Mittal, Rahul Gupta, Mukesh Mohania, Shyam K. Gupta, Mizuho Iwaihara, Tharam Dillon

Research output: Chapter in Book/Report/Conference proceedingConference contribution

7 Citations (Scopus)

Abstract

Online advertising is aimed to promote and sell products and services of various companies in the global market through internet. In 2005, it was estimated that companies spent $10B in web advertisements, and it is expected to grow by 25-30% in the next few years. The advertisements can be displayed in the search results as sponsored links, on the web sites, etc. Further, these advertisements are personalized based on demographic targeting or on information gained directly from the user. In a standard setting, an advertiser provides the publisher with its advertisements and they agree on some commission for each customer action. This agreement is done in the presence of Internet Advertising commissioners, who represent the middle person between Internet Publishers and Internet Advertisers. The publisher, motivated by the commission paid by the advertisers, displays the advertisers' links in its search results. Since each player in this scenario can earn huge revenue through this procedure, there is incentive to falsely manipulate the procedure by extracting forbidden information of the customer action. By passing this forbidden information to the other party, one can generate extra revenue. This paper discusses an algorithm for detecting such frauds in web advertising networks.

Original languageEnglish
Title of host publicationLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Pages222-231
Number of pages10
Volume4082 LNCS
Publication statusPublished - 2006
Externally publishedYes
Event7th International Conference on E-Commerce and Web Technologies, EC-Web 2006 - Krakow
Duration: 2006 Sep 52006 Sep 7

Publication series

NameLecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)
Volume4082 LNCS
ISSN (Print)03029743
ISSN (Electronic)16113349

Other

Other7th International Conference on E-Commerce and Web Technologies, EC-Web 2006
CityKrakow
Period06/9/506/9/7

Fingerprint

Online Systems
Marketing
Internet
Customers
Websites
Industry
Advertising
Incentives
Motivation
Person
Demography
Scenarios

ASJC Scopus subject areas

  • Computer Science(all)
  • Biochemistry, Genetics and Molecular Biology(all)
  • Theoretical Computer Science

Cite this

Mittal, S., Gupta, R., Mohania, M., Gupta, S. K., Iwaihara, M., & Dillon, T. (2006). Detecting frauds in online advertising systems. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 4082 LNCS, pp. 222-231). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 4082 LNCS).

Detecting frauds in online advertising systems. / Mittal, Sanjay; Gupta, Rahul; Mohania, Mukesh; Gupta, Shyam K.; Iwaihara, Mizuho; Dillon, Tharam.

Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). Vol. 4082 LNCS 2006. p. 222-231 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 4082 LNCS).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Mittal, S, Gupta, R, Mohania, M, Gupta, SK, Iwaihara, M & Dillon, T 2006, Detecting frauds in online advertising systems. in Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). vol. 4082 LNCS, Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), vol. 4082 LNCS, pp. 222-231, 7th International Conference on E-Commerce and Web Technologies, EC-Web 2006, Krakow, 06/9/5.
Mittal S, Gupta R, Mohania M, Gupta SK, Iwaihara M, Dillon T. Detecting frauds in online advertising systems. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). Vol. 4082 LNCS. 2006. p. 222-231. (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).
Mittal, Sanjay ; Gupta, Rahul ; Mohania, Mukesh ; Gupta, Shyam K. ; Iwaihara, Mizuho ; Dillon, Tharam. / Detecting frauds in online advertising systems. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics). Vol. 4082 LNCS 2006. pp. 222-231 (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)).
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