Quantifying Online Advertising Fraud: Ad-Click Bots vs Humans

We present the results of research to determine the ratio of Ad-Clicks that are human initiated against those that are initiated by automated computer programmes, commonly known as ad-bots. The research was conducted over a 7 days period in early January 2015, using the advertising
platforms of Google, Yahoo, LinkedIn and Facebook. The results showed that between 88 and 98 percent of all ad-clicks were by a bot of some kind, with over 10 per cent of these bots being of a highly advanced
type, able to mimic human behaviour to an advanced extent, thus
requiring highly advanced behavioural modelling to detect them.

Publication: 
Oxford BioChronometrics SA
Author: 
Neal, Adrian; Kouwenhoven, Sander
Document Type: 
Research
Paywall: 
Free

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