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'Viceroi' algorithm improves detection of click fraud |
September 26, 2013
A group of researchers have devised an algorithm they say could help advertising networks better detect fraudulent clicks.Fraudsters have developed sophisticated ways to perpetrate click fraud, which involves using various methods to generate fake clicks on advertisements, defrauding advertisers. Digital marketing revenues are rapidly growing and exceeded US$36 billion in 2012 in the U.S., according to the Interactive Advertising Bureau.Advertising networks are secretive about the technologies they use to stop click spam. Often, it involves filtering out attacks, such as if thousands of clicks on an advertisement are coming from a single IP address. But defensive moves still miss attacks, wasting advertisers' money.The researchers' algorithm, called Viceroi, is free and can be used by advertising networks. Viceroi looks for publishers who have abnormally high per-user revenues, which may be an indication of fraud. For their experiment, Viceroi was tested with a major ad network, flagging several hundred publishers as suspects out of tens of thousands, according to their research paper.To read this article in full or to leave a comment, please click here
Link: http://www.pcworld.com/article/2049480/viceroi-algorithm-improves-detection-of-click-fraud.html#tk.rss_all
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