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

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Appendix L67
Page 1 and 2:
Online Advertising Survival:Combati
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Table of Contents1. INTRODUCTION 52
Page 5 and 6:
1. IntroductionThere have always be
Page 7 and 8:
advertising industry. In addition,
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sales recorded by the offline retai
Page 11 and 12:
and newspaper circulation will see
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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
Page 53 and 54: engines not to crack down on it. Th
Page 55 and 56: BibliographyMcCollam, Douglas, Bad
Page 57 and 58: Appendix B57
Page 59 and 60: Appendix D6464 http://www.marketing
Page 61 and 62: Appendix F6666 IAB Internet Adverti
Page 63 and 64: Appendix H63
Page 65: Appendix J65
Page 69 and 70: Appendix6868 http://www.marketingch
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Online Advertising Survival: Combating Click Fraud - University of ...

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