Browse Definitions :
Definition

ad fraud

Ad fraud is a type of scam in which the perpetrator fools advertisers into paying for something that is worthless to them, such as fake traffic, fake leads or misrepresented and ineffective ad placement.

Types of ad fraud include:

Click fraud: One of the oldest and most common types of ad fraud, click fraud is the generation of fake traffic through automated clicking programs called hitbots or the efforts of large numbers of low-wage earners employed by a click farm. Despite the high click rates, there is no possibility that any of the fake traffic will lead to a sale, so the advertiser is paying for nothing.

Search ad fraud: The perpetrators create websites and use keyword stuffing to artificially improve their position on a search engine results page (SERP). The fraudsters focus on popular keywords, which yield the highest cost per click. Advertisers for whom those keywords are relevant then buy ads on the fake websites, where they have little chance of being seen.

Ad stacking: The publisher sells multiple ads on the website for a given spot. All of the ads are placed there, generating impressions when people view the page, but the ads are stacked so that only the top one is visible.

Domain spoofing: The fraudster misrepresents the domain where an ad is to be placed as that of a legitimate and high-profile website. In real-time bidding (RTB) advertising, publishers can sometimes identify their domain. The publisher of a website offering pirated videos, for example, might pretend to be associated with the site for a legitimate movie studio.

Pixel stuffing: Ads are placed within pixels on the page. Because they are on the page, an impression is registered when anyone visits it but because they are invisible, no potential customer actually sees them.

According to White Ops, a security vendor, ad fraud costs the advertising industry $7 billion annually, on a global basis.

See also: ad fraud botnet

This was last updated in January 2017

Continue Reading About ad fraud

SearchNetworking
  • virtual network functions (VNFs)

    Virtual network functions (VNFs) are virtualized tasks formerly carried out by proprietary, dedicated hardware.

  • network functions virtualization (NFV)

    Network functions virtualization (NFV) is a network architecture model designed to virtualize network services that have ...

  • overlay network

    An overlay network is a virtual or logical network that is created on top of an existing physical network.

SearchSecurity
  • X.509 certificate

    An X.509 certificate is a digital certificate that uses the widely accepted international X.509 public key infrastructure (PKI) ...

  • directory traversal

    Directory traversal is a type of HTTP exploit in which a hacker uses the software on a web server to access data in a directory ...

  • malware

    Malware, or malicious software, is any program or file that is intentionally harmful to a computer, network or server.

SearchCIO
  • security audit

    A security audit is a systematic evaluation of the security of a company's information system by measuring how well it conforms ...

  • chief transformation officer (CTO)

    Chief transformation officer is an executive role, often in the C-suite, that focuses on bringing about change as well as growth ...

  • data latency

    Data latency is the time it takes for data packets to be stored or retrieved. In business intelligence (BI), data latency is how ...

SearchHRSoftware
SearchCustomerExperience
  • implementation

    Implementation is the execution or practice of a plan, a method or any design, idea, model, specification, standard or policy for...

  • first call resolution (FCR)

    First call resolution (FCR) is when customer service agents properly address a customer's needs the first time they call.

  • customer intelligence (CI)

    Customer intelligence (CI) is the process of collecting and analyzing detailed customer data from internal and external sources ...

Close