Ad Fraud Taxonomy and Prevention Mechanisms

摘要: In this chapter, we first propose a taxonomy to summarize fraud in online digital advertising. The provides complete view of major fraudulent activities answering questions related Who does What Whom, and How. proposed includes three categories: placement oriented fraud, network traffic action fraud. Placement mainly intends manipulate or modify publisher pages the web showing on user’s devices order increase number impressions clicks. Traffic generates fake inflate clicks generated from individual sites placements. Action aims target users’ actions generate revenue.