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Online Ad-fraud in Search Engine Advertising Campaigns

Abstract : Search Engine Advertising has grown strongly in recent years and amounted to about USD 60 billion in 2014. Based on real-world data of online campaigns of 28 companies, we analyse the incident of a hacked campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availability of short-term online campaigns. This contribution aims at raising awareness for the threat of hacking incidents during online marketing campaigns, and provides suggestions as well as recommendations for damage prevention, damage detection and damage limitation.
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https://hal.inria.fr/hal-01466210
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Submitted on : Monday, February 13, 2017 - 2:30:40 PM
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Andreas Mladenow, Niina Novak, Christine Strauss. Online Ad-fraud in Search Engine Advertising Campaigns. 3rd International Conference on Information and Communication Technology-EurAsia (ICT-EURASIA) and 9th International Conference on Research and Practical Issues of Enterprise Information Systems (CONFENIS), Oct 2015, Daejon, South Korea. pp.109-118, ⟨10.1007/978-3-319-24315-3_11⟩. ⟨hal-01466210⟩

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