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
Collection
Citation
Baranidharan, S.; Winster, David; Dhanalakshmi, K.; Rajkumar, R., “Combating Evolving Threats: A Systematic Review of Online Ad Fraud Detection,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 20, 2026, https://archives.christuniversity.in/items/show/24986.
