Is There an On-line Advertisers' Dilemma? A Study of Click Fraud in the Pay-Per-Click Model

Dinev, Tamara; Hu, Qing; Yayla, Ali Alper

doi:10.2753/jec1086-4415130202

Cited by 27 publications

(22 citation statements)

References 59 publications

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“…Yet the very low average click-through and conversion rates also reduce their appropriateness for evaluating the efficiency and effectiveness of online advertising [36]. In addition, in some cases the number of observed click-throughs may be subject to illegal manipulation, for example, by competitors of the advertiser seeking to enlarge the advertiser's costs [22,46]. Another very important point is that these performance measures account only for the direct effect of online advertising [9,37,38,40,53], whereas online advertisements might affect other consumer metrics that indirectly influence sales and profitability in the future.…”

Section: Measuring the Effectiveness Of Online Advertisingmentioning

confidence: 99%

Search Engine Advertising Effectiveness in a Multimedia Campaign

Zenetti

Bijmolt

Leeflang

et al. 2014

International Journal of Electronic Commerce

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Search engine advertising has become a multibillion-dollar business and one of the dominant forms of advertising on the Internet. This study examines the effectiveness of search engine advertising within a multimedia campaign, with explicit consideration of the interaction effects between search engine advertising and television and banner advertising. An advertising tracking study with about 300 respondents interviewed before and about 4,700 respondents interviewed after the advertising campaign examines the effects on four consumer metrics: advertising awareness, brand awareness, brand image, and brand consumption. We estimate advertising effectiveness and control for correlations across the four ordinal response metrics using a multivariate ordered probit model. The results show that search engine advertising has significant effects on several consumer metrics, even among consumers who do not click on the sponsored advertisement. Television advertising also affects the consumer metrics. However, a negative interaction effect emerges between search engine advertising and television advertising. Banner advertising exerts a positive impact, but only in combination with television advertising. These substantial interaction effects indicate that firms must consider the investments in various media channels simultaneously when they design multimedia campaigns.

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Section: Measuring the Effectiveness Of Online Advertisingmentioning

confidence: 99%

Search Engine Advertising Effectiveness in a Multimedia Campaign

Zenetti

Bijmolt

Leeflang

et al. 2014

International Journal of Electronic Commerce

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“…Besides, it is highly likely that search engines refuse to compensate an advertiser based on click fraud metrics generated by an independent audit firm, especially in cases reporting significant click fraud numbers. Also, the lack of transparency in search engine efforts to fight click fraud has created the impression that they have not done enough to track or prevent click fraud (Dinev et al, 2008). The advertisers are still unable to gain full, trusted knowledge and control over the state of their online ads.…”

Section: Combating Click Fraudmentioning

confidence: 99%

How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas

2020

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The proliferation of sophisticated e-commerce platforms coupled with mobile applications has ignited growth in business-to-consumer (B2C) commerce, reshaped organizational structures, and revamped value creation processes. Simultaneously, new technologies have altered the dynamics of brand marketing, enabling a broader reach and more personalized targeting aimed at increasing brand trust and enhancing customer loyalty. Today, the Internet allows marketers to penetrate deeper into their existing markets, create new online marketplaces and to generate new demand. This dynamic market engagement uses new technologies to target consumers more effectively. In this conceptual paper, we discuss how blockchain technology can potentially impact a firm's marketing activities. More specifically, we illustrate how blockchain technology acts as incremental innovation, empowering the consumer-centric paradigm. Moreover, blockchain technology fosters disintermediation, aids in combatting click fraud, reinforces trust and transparency, enables enhanced privacy protection, empowers security, and enables creative loyalty programs. We present six propositions that will guide future blockchain-related research in the area of marketing.

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“…Based on data collected from 155 subjects, Midha developed an ethical behavioral model that analyzes the reasons for which malicious users commit click fraud in web advertising [36]. Dinev et al also conducted a study of advertiser's behavior towards the pay-per-click model in web advertising, based on data collected from 118 advertisers and highlighted the importance of hiring third party tools to manage the advertising model [38]. Zhu et al presented a comprehensive review of ad fraud in general and explained the different ad fraud prevention and detection approaches and tools that are currently being used in the market [43].…”

Section: Click Fraud Investigation and Analysismentioning

confidence: 99%

Crowdsourcing for click fraud detection

Mouawi

Elhajj

Chehab

et al. 2019

EURASIP J. on Info. Security

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Mobile ads are plagued with fraudulent clicks which is a major challenge for the advertising community. Although popular ad networks use many techniques to detect click fraud, they do not protect the client from possible collusion between publishers and ad networks. In addition, ad networks are not able to monitor the user's activity for click fraud detection once they are redirected to the advertising site after clicking the ad. We propose a new crowdsource-based system called Click Fraud Crowdsourcing (CFC) that collaborates with both advertisers and ad networks in order to protect both parties from any possible click fraudulent acts. The system benefits from both a global view, where it gathers multiple ad requests corresponding to different ad network-publisher-advertiser combinations, and a local view, where it is able to track the users' engagement in each advertising website. The results demonstrated that our approach offers a lower false positive rate (0.1) when detecting click fraud as opposed to proposed solutions in the literature, while maintaining a high true positive rate (0.9). Furthermore, we propose a new mobile ad charging model that benefits from our system to charge advertisers based on the duration spent in the advertiser's website.

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Is There an On-line Advertisers' Dilemma? A Study of Click Fraud in the Pay-Per-Click Model

Cited by 27 publications

References 59 publications

Search Engine Advertising Effectiveness in a Multimedia Campaign

Search Engine Advertising Effectiveness in a Multimedia Campaign

How Blockchain Technology Can Benefit Marketing: Six Pending Research Areas

Crowdsourcing for click fraud detection

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