IMDEA Networks Institute Publications Repository

Tracking Fraudulent and Low-Quality Display Impressions

Callejo, Patricia and Cuevas, Ángel and Cuevas, Rubén and Esteban-Bravo, Mercedes and Vidal-Sanz, Jose M (2020) Tracking Fraudulent and Low-Quality Display Impressions. [Journal Articles]

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Abstract

Display advertising is traded in a complex market with multiple sides and intermediaries, where advertisers are exposed to several forms of potentially fraudulent behavior. Intermediaries often claim to implement measures to detect fraud but provide limited information about those measures. Advertisers are required to trust that self-regulation efforts effectively filter out low-quality ad impressions. In this article, we propose an approach for tracking key display impression metrics by embedding a light JavaScript code in the ad to collect the necessary information to help detect fraudulent activities. We explain these metrics using the campaign cost per thousand (CPT) and the number of impressions per publisher. We test the approach through six display ad campaigns. Our results provide a counterargument against the industry claim that it is effectively filtering out display fraud and show the utility of our approach for advertisers.

Item Type: Journal Articles
Subjects: UNSPECIFIED
Divisions: UNSPECIFIED
Depositing User: Patricia Callejo
Date Deposited: 06 Jul 2020 07:30
Last Modified: 06 Jul 2020 07:30
URI: http://eprints.networks.imdea.org/id/eprint/2162

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