Protecting Advertisers Against Click Frauds

  • Rattikorn Hewett
  • Abhishek Agarwal
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 215)


Click frauds are Internet crimes where clicks are deliberately performed to increase the publisher’s earnings or to deplete an advertising budget of the advertiser’s competitor. This paper presents an approach to automatically detecting click frauds by using a mathematical theory of evidence to estimate the likelihood of the frauds from click behaviors. Unlike most existing work, our approach provides online computation that incorporates incoming behaviors on real-time. It is theoretical-grounded, easily extensible and employs only data available at the advertiser’s site. The latter makes the approach feasible for the advertisers to guard themselves against the frauds. The paper describes the approach and evaluates its validity using real-world case scenarios.


Click fraud detection Online advertisements Theory of evidence 


  1. 1.
    Kshetri N (2010) The economics of click fraud. IEEE Secur Priv 8(3):45–53. Google Scholar
  2. 2.
    Li X, Liu Y, Zeng D (2011). Publisher click fraud in the pay-per-click advertising market: incentives and consequences. In: Proceedings of the IEEE international conference on intelligence and security informatics, pp 207–209Google Scholar
  3. 3.
    Antoniou D, Paschou M, Sakkopoulos E, Sourla E, Tzimas G, Tsakalidis A, Viennas E (2011) Exposing click-fraud using a burst detection algorithm. In: Proceedings of the ISCC on computers and communications, IEEE symposium, pp 1111–1116Google Scholar
  4. 4.
    Tuzhilin A (2006) The Lane’s gifts vs. Google report.
  5. 5.
    Haddadi H (2010) Fighting online click-fraud using bluff ads. ACM SIGCOMM Comput Comm Rev 40(2):21–25Google Scholar
  6. 6.
    Walgampaya C, Kantardzic M, Yampolskiy R (2010) Real time click fraud prevention using multi-level data fusion. In: Proceedings of the world congress on engineering and computer science, San Francisco, 20–22 Oct 2010Google Scholar
  7. 7.
    Walgampaya C, Kantardzic M (2011) Cracking the Smart ClickBot. In: Proceedings of the 13th IEEE symposium on web systems evolution, pp 125–134Google Scholar
  8. 8.
    Shafer G (1976) A mathematical theory of evidence. Princeton University Press, PrincetonGoogle Scholar

Copyright information

© Springer Science+Business Media Dordrecht 2013

Authors and Affiliations

  1. 1.Department of Computer ScienceTexas Tech UniversityLubbockUSA

Personalised recommendations