Combating Evolving Threats: A Systematic Review of Online Ad Fraud Detection

Title

Combating Evolving Threats: A Systematic Review of Online Ad Fraud Detection

Creator

Baranidharan, S.; Winster, David; Dhanalakshmi, K.; Rajkumar, R.

Description

This systematic review investigates online ad fraud detection and brand safety research from 2011 to 2024. The analysis reveals a continuous battle against click fraud and its evolving forms. Machine learning has become a cornerstone of detection efforts, offering superior capabilities compared to traditional methods. The rise of mobile advertising necessitated the development of specialized solutions to address distinct user behavior and data patterns on this platform. However, research highlights an expanding threat landscape beyond click fraud, encompassing impression fraud and placement fraud. Brand safety concerns have also gained prominence, emphasizing the importance of protecting brand reputation. The review underscores the need 2025 by IGI Global Scientific Publishing. All rights reserved.

Source

Avoiding Ad Fraud and Supporting Brand Safety: Programmatic Advertising Solutions;pp.113-144

Date

01-01-2025

Publisher

IGI Global

Coverage

Baranidharan S., Christ University, India; Winster D., Christ University, India; Dhanalakshmi K., Christ University, India; Rajkumar R., St. Josephs College of Arts and Science, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836937043-8; 979-836937041-4;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-7041-4.ch005

https://www.scopus.com/pages/publications/105008168198?origin=resultslist