Online Advertising Survival: Combating Click Fraud - University of ...
Online Advertising Survival: Combating Click Fraud - University of ...
Online Advertising Survival: Combating Click Fraud - University of ...
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sales recorded by the <strong>of</strong>fline retailers 8 . Green Monday (green as in cash), coined byEbay to describe the second Monday in December lived up to its name as the heaviestonline spending <strong>of</strong> the season, with sales exceeding $881 million, a 33% increase overthe prior year 9 .The pr<strong>of</strong>ile <strong>of</strong> the typical online shopper is that <strong>of</strong> college educated, and above averagehousehold income, married and employed full-time (Appendix C). Although the surveyis not scientific, it gives a good indication <strong>of</strong> the continued strength <strong>of</strong> e-commerce. AnAC Nielson Worldwide Consumer Panel Services study came to the same conclusion 10 .The demographics suggest that online shopping should continue in its momentous growthregardless <strong>of</strong> any declines in the economy.3. Billion Dollar <strong>Online</strong> <strong>Advertising</strong> IndustryTotal US advertising revenues totaled $21.4 billion in 2007, an increase <strong>of</strong> 26% fromprevious year (Appendix D). Sales from advertiser based search results in the USamounted to $8.6 billion in 2007 and are projected to almost double to $16.6 billion by2011 11 . An Interactive <strong>Advertising</strong> Bureau (IAB) study suggests that Canadian online8 BDO Seidman Retail Compass Survey <strong>of</strong> CMOs, December 20079 http://www.marketingcharts.com/direct/green-monday-sets-new-record-with-881mm-in-holiday-onlinesales-2753/comscore-top-5-online-spending-days-holiday-season-as-<strong>of</strong>-dec-11jpg/,Retrieved June 14,200810 Elliot, Stuart, “<strong>Advertising</strong>; Statistics show that cyberpitches aid in sales to upscale, highly educatedmainstream families”, The New York Times, June 14, 200811 www.emarketer.com, Retrieved May 20, 20089