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 publicationE-Commerce and Web Technologies - 7th International Conference, EC-Web 2006, Proceedings
PublisherSpringer Verlag
Pages222-231
Number of pages10
ISBN (Print)3540377433, 9783540377436
Publication statusPublished - 2006 Jan 1
Externally publishedYes
Event7th International Conference on E-Commerce and Web Technologies, EC-Web 2006 - Krakow, Poland
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)0302-9743
ISSN (Electronic)1611-3349

Conference

Conference7th International Conference on E-Commerce and Web Technologies, EC-Web 2006
CountryPoland
CityKrakow
Period06/9/506/9/7

ASJC Scopus subject areas

  • Theoretical Computer Science
  • Computer Science(all)

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  • Cite this

    Mittal, S., Gupta, R., Mohania, M., Gupta, S. K., Iwaihara, M., & Dillon, T. (2006). Detecting frauds in online advertising systems. In E-Commerce and Web Technologies - 7th International Conference, EC-Web 2006, Proceedings (pp. 222-231). (Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics); Vol. 4082 LNCS). Springer Verlag.