Online Ad-fraud in Search Engine Advertising Campaigns Prevention, Detection and Damage Limitation

被引：9

作者：

Mladenow, Andreas ^{[1
]}

Novak, Niina Maarit ^{[2
]}

Strauss, Christine ^{[3
]}

机构：

[1] Secure Business Austria, A-1040 Vienna, Austria

[2] Vienna Univ Technol, Inst Software Technol & Interact Syst, A-1040 Vienna, Austria

[3] Univ Vienna, Fac Business Econ & Stat, Dept E Business, A-1090 Vienna, Austria

来源：

INFORMATION AND COMMUNICATION TECHNOLOGY | 2015年 / 9357卷

关键词：

Online advertising; Online Ad-fraud; Search engine marketing; SEM; Search engine advertising; SEA; Paid-Search; Security; Availability; Reliability; Online campaigns; Typology;

D O I：

10.1007/978-3-319-24315-3_11

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

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 campaign-account. 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.

引用

页码：109 / 118

页数：10

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