Click fraud growing ad network problem
ADOTAS — Click fraud traffic from malicious scripted programs increased in the first quarter, a new study reveals.
Unlike botnets or malware, these new threats exist as simple Javascript programs that execute upon a page view or site visit, Click Forensics says in its quarterly industry click fraud rates release. Ad networks were found to be especially vulnerable to these attacks during the quarter.
“It appears that the drop in keyword Cost Per Clicks (CPCs) and the progress Yahoo! and Google made blocking click fraud from botnet sources contributed to the decline in the overall click fraud rate this quarter,” Tom Cuthbert, president of Click Forensics, said in a statement. “However, we also saw an increase in scripted attacks aimed at ad networks, which are historically more vulnerable to such threats. Advertisers should pay close attention to traffic from these sources over the next year.”
The data also indicated that click fraud schemes are increasingly complex, sophisticated, and more difficult to detect. One new type of fraud discovered this quarter was perpetrated by malicious scripts that execute when a visitor views a web page disguised as relevant content or search results. The script initiates “Zero-iframe” or off-screen clicks that route the visitor session through an alias referrer website, and on to unsuspecting advertisers who pay for the phantom click. All this occurs transparently to the offending site’s visitor; they never see the ad or visit the advertiser, and their computer is not infected with any type of malware or botnet.
There were several factors that seemed to contribute to the overall decline. First there was the expected drop from the seasonally high click fraud rates in Q4. In addition, lower Cost Per Clicks for keywords last quarter meant there was less money to be made on fraud. Finally, the major search engines did a better job blocking fraudulent traffic from botnet sources, possibly due to the heightened awareness of well-publicized attacks such as Conficker.
– Express your opinion, comment below.
Reader Comments.
How does an advertiser know whether click fraud was committed, what are the signs to look for?
Interesting that you would plagiarize in an article about fraud.
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=104650
Uhm Brian?
I took nearly all of this from a press release from Click Forensics, the company I also linked to, and I even said in the quote that it is a statement from Click Forensics.
The more accurate description was that I ‘plagiarized’ a news release. (if that’s possible, which it’s not.) I’ve linked to mediapost more times than I can mention in the past, and I will in the future as well. I’m not perfect, sometimes I forget, but it doesn’t hurt me to link to others.
Why do you keep deleting comments? It seems that you are interested in only showing one side. Its funny how easy the mighty Adotas could be fooled by the likes of Vizi/Pesach. In an effort to be fair it appeared some people were posting relative comments to this story.
“Marc”
Actually, I’m interested in why the same IP address under multiple names keeps harping on the same tired song. Go away troll.
Leave a Comment
Article Sponsor
More News
-
Loading ...
Latest News
- Funding in Brief: $10M for Spongecell, $8M for Prolexic February 9th 2012 ADOTAS – Rich media ad company Spongecell has raised $10 million [...] more »
- Google AdMob Axes Minimum Bids, Targeting Fees February 9th 2012 ADOTAS - As of Feb. 15, Google will change its [...] more »
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
Features
- Attribution Online: Introducers and Influencers and Closers… Oh My! February 9th 2012
- With gTLDs, Global Branding Starts with a Name February 9th 2012
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- News about Google Adwords issue #412: [...] ads for AdWords to adCenter and align with industry standards, adCenter has chang
- VB: What exactly makes an ad "high quality"?
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile - ADOTAS | Mobile2 | Scoop.it: [...] background-position: 50% 0px; background-color:#222222; background-repeat : no-repeat; }
- Mobile Marketing News: [...] Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile Meanwhile,
