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

A. Mladenow,N. Novak, C. Strauss:
"Online Ad-Fraud in Search Engine Advertising Campaigns - Prevention, Detection and Damage Limitation";
Vortrag: ICT-EURASIA 2015 joint with the 23rd IFIP World Computer Congress - WCC 2015, Daejeon, Korea; 04.10.2015 - 07.10.2015; in:"Information and Communication Technology", Springer, LNCS 9357 (2015), ISBN: 978-3-319-24314-6; S. 109 - 118.

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Abstract:


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 campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availabilitynof 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.