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

SearchCompliance
  • ISO 31000 Risk Management

    The ISO 31000 Risk Management framework is an international standard that provides businesses with guidelines and principles for ...

  • pure risk

    Pure risk refers to risks that are beyond human control and result in a loss or no loss with no possibility of financial gain.

  • risk reporting

    Risk reporting is a method of identifying risks tied to or potentially impacting an organization's business processes.

SearchSecurity
  • What is cyber hygiene and why is it important?

    Cyber hygiene, or cybersecurity hygiene, is a set of practices individuals and organizations perform regularly to maintain the ...

  • Pretty Good Privacy (PGP)

    Pretty Good Privacy or PGP was a popular program used to encrypt and decrypt email over the internet, as well as authenticate ...

  • email security

    Email security is the process of ensuring the availability, integrity and authenticity of email communications by protecting ...

SearchHealthIT
SearchDisasterRecovery
  • What is risk mitigation?

    Risk mitigation is a strategy to prepare for and lessen the effects of threats faced by a business.

  • fault-tolerant

    Fault-tolerant technology is a capability of a computer system, electronic system or network to deliver uninterrupted service, ...

  • synchronous replication

    Synchronous replication is the process of copying data over a storage area network, local area network or wide area network so ...

SearchStorage
  • information lifecycle management (ILM)

    Information lifecycle management (ILM) is a comprehensive approach to managing an organization's data and associated metadata, ...

  • WORM (write once, read many)

    In computer media, write once, read many, or WORM, is a data storage technology that allows data to be written to a storage ...

  • direct access

    In computer storage, direct access is the process of reading and writing data on a storage device by going directly to where the ...

Close