Online Advertising Survival: Combating Click Fraud - University of ...

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Click Fraud is the biggest threat to the Internet economy- George Reyes, Chief Financial OfficerGoogle, Inc2
Table of Contents1. INTRODUCTION 52. ADVENT OF E-COMMERCE 73. BILLION DOLLAR ONLINE ADVERTISING INDUSTRY 94. HOW DOES PAY PER CLICK ADVERTISING WORK? 125. WHAT IS CLICK FRAUD? 146. THE HISTORY OF CLICK FRAUD 167. CLICK FRAUD SCHEMES 167.1 CLICKBOTS AND BOTNETS 177.2 LOW COST WORKERS 187.3 PAID TO READ 197.4 COMPETITOR SABOTAGE 197.5 PERSONAL / POLITICAL AGENDA 207.6 AFFILIATE PROGRAMS 217.7 ARBITRAGE 237.8 REFERRALS 247.9 SELF PROMOTION 257.10 PAY PER CLICK HIJACKING 257.11 SCRAPER PAGES 257.12 BLOGGER COMMUNITIES 268. CONFLICTS OF INTEREST 268.1 GOOGLE AND YAHOO 269. THE NEED FOR REGULATION 319.1 LACK OF STANDARDS 319.2 LACK OF INDEPENDENT AUDITING 349.3 CERTIFIED IDENTIFICATION TECHNOLOGIES 359.4 REGULATORY BODY 369.5 LACK OF ENFORCEMENT 3610. ADVERTISER RESPONSIBILITIES TO PROTECT THEMSELVES FROMCLICK FRAUD 363
Page 1: Online Advertising Survival:Combati
Page 5 and 6: 1. IntroductionThere have always be
Page 7 and 8: advertising industry. In addition,
Page 9 and 10: sales recorded by the offline retai
Page 11 and 12: and newspaper circulation will see
Page 13 and 14: Pay per click advertising in theory
Page 15 and 16: Search engine marketing companies v
Page 17 and 18: click fraud try to imitate legitima
Page 19 and 20: click fraud did so in the belief th
Page 21 and 22: framing the operator or network 22
Page 23 and 24: 26An example of the relationships w
Page 25 and 26: each others work will “donate”
Page 27 and 28: with 99% coming from search adverti
Page 29 and 30: 36Google argues that virtually all
Page 31 and 32: eporting by the third party auditin
Page 33 and 34: provide a foundation for industry g
Page 35 and 36: advertisers. In turn, the third par
Page 37 and 38: the powerful advertising networks.
Page 39 and 40: human and bot generated clicks in o
Page 41 and 42: There is currently few state or fed
Page 43 and 44: 11.2 Class Action LawsuitsGoogle an
Page 45 and 46: The problem facing the plaintiffs i
Page 47 and 48: eluctantly acknowledged the click f
Page 49 and 50: 12.4 User LocationIn general terms,
Page 51 and 52: There is a difference between legit
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engines not to crack down on it. Th
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BibliographyMcCollam, Douglas, Bad
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Appendix B57
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Appendix D6464 http://www.marketing
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Appendix F6666 IAB Internet Adverti
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Appendix H63
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Appendix J65
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Appendix L67
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Appendix6868 http://www.marketingch
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Online Advertising Survival: Combating Click Fraud - University of ...

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