Ad Fraud

The authors systematically review methods of online digital advertising (ad) fraud and the techniques to prevent and defeat such fraud in this brief. The authors categorize ad fraud into three major categories, including (1) placement fraud, (2) traffic fraud, and (3) action fraud. It summarizes major features of each type of fraud, and also outlines measures and resources to detect each type of fraud. This brief provides a comprehensive guideline to help researchers understand the state-of-the-art in ad fraud detection. It also serves as a technical reference for industry to design new techniques and solutions to win the battle against fraud.

If you pay for advertising in Google, Facebook, Microsoft Advertising, and so on, there are lots of hidden settings. Whether these ad platforms are intentionally fooling you or they're just bad design, nobody knows. But you will pay for useless ads. This is big money. Ad fraud in text and display ads may range from 40 to 80 billion dollars per year. Programmatic advertising will reach 300 billion dollars in 2021 and as much as 90% is fraud. A few examples from the book: - Junk ads in Youtube use up your ad budget- If you're advertising in California, did you know your ads are shown in Argentina and 130+ countries? You pay for those ads- If you don't turn off a setting, your ads will show on websites for porn, violence, and extremists. Those sites get part of the money, so you're financing that stuff. Learn how to block your ads from those sites.- Google recommends what you should bid. Is that accurate? Or just junk numbers? See the data.- See how to monitor your contractors, agency, or staffers.- Lots more in the book.Written in clear English, with easy, step-by-step instructions to change your advertising settings. You will save a great deal of money

This practical reference provides the basics for instituting a corporate anti-fraud program that helps prepare corporate security professionals and other corporate managers for fighting corporate fraud from inside the company. Fighting Fraud provides an exceptional foundation for security professionals or business executives involved in developing and implementing a corporate anti-fraud program as part of a corporate assets protection program. The author’s intent is to provide the reader with a practitioner’s guide (a “how-to book), augmented by some background information to put it all in perspective. The approach used should enable the readers to immediately put in place a useful anti-fraud program under the leadership of the corporate security officer (CSO), or other corporate professional. Shows professionals how to save their companies money Provides a roadmap for developing an anti-fraud program Allows security professionals to tailor their anti-fraud program to their own corporate environment Explains how fraud is costing corporations a competitive edge in the global marketplace

Are you at risk of being scammed? Former con artist and bestselling author of Catch Me If You Can Frank Abagnale shows you how to stop scammers in their tracks. Maybe you're wondering how to make the scam phone calls stop. Perhaps someone has stolen your credit card number. Or you've been a victim of identity theft. Even if you haven't yet been the target of a crime, con artists are always out there, waiting for the right moment to steal your information, your money, and your life. As one of the world's most respected authorities on the subjects of fraud, forgery, and cyber security, Frank Abagnale knows how scammers work. In Scam Me If You Can, he reveals the latest tricks that today's scammers, hackers, and con artists use to steal your money and personal information--often online and over the phone. Using plain language and vivid examples, Abagnale reveals hundreds of tips, including: • The best way to protect your phone from being hacked • The only time you should ever use a debit card • The one type of photo you should never post on social media • The only conditions under which you should use WiFi networks at the airport • The safest way to use an ATM With his simple but counterintuitive rules, Abagnale also makes use of his insider intel to paint a picture of cybercrimes that haven't become widespread yet.

Fraud poses a significant threat to the Internet. 1.5% of all online advertisements attempt to spread malware. This lowers the willingness to view or handle advertisements, which will severely affect the structure of the web and its viability. It may also destabilize online commerce. In addition, the Internet is increasingly becoming a weapon for political targets by malicious organizations and governments. This book will examine these and related topics, such as smart phone based web security. This book describes the basic threats to the Internet (loss of trust, loss of advertising revenue, loss of security) and how they are related. It also discusses the primary countermeasures and how to implement them.

This concise textbook provides a comprehensive and clear overview of advertising theory and practice. Each chapter covers the essential aspects of the subject matter, provides a supplement for teaching and acts as a valuable revision guide. Split over three core parts, the book begins with a consideration of the role and function of advertising, the customer journey, advertising theory, planning and strategy, and moves on to the creative development process, media planning and strategy. The final chapter considers the industry as a whole and the reality of practice, outlining roles within agencies to highlight employability opportunities to students. To aid learning, each chapter contains brief real-life examples and includes questions to encourage the reader to consider how practical examples can be applied. Written by a renowned textbook author, this short-form textbook is suitable for students at all levels studying advertising. For undergraduates, the book provides a valuable support for traditional or blended online teaching. For postgraduate and MBA students, as well as those studying for professional qualifications, the book also provides a valuable resource.

The must-have resource for media selling in today’s technology-driven environment The revised and updated fifth edition of Media Selling is an essential guide to our technology-driven, programmatic, micro-targeted, mobile, multi-channel media ecosystem. Today, digital advertising has surpassed television as the number-one ad investment platform, and Google and Facebook dominate the digital advertising marketplace. The authors highlight the new sales processes and approaches that will give media salespeople a leg up on the competition in our post-Internet media era. The book explores the automated programmatic buying and selling of digital ad inventory that is disrupting both media buyers and media salespeople. In addition to information on disruptive technologies in media sales, the book explores sales ethics, communication theory and listening, emotional intelligence, creating value, the principles of persuasion, sales stage management guides, and sample in-person, phone, and email sales scripts. Media Selling offers media sellers a customer-first and problem-solving sales approach. The updated fifth edition: Contains insight from digital experts into how 82.5% of digital ad inventory is bought and sold programmatically Reveals how to conduct research on Google Analytics Identifies how media salespeople can offer cross-platform and multi-channel solutions to prospects’ advertising and marketing challenge Includes insights into selling and distribution of podcasts Includes links to downloadable case studies, presentations, and planners on the Media Selling website Includes an extensive Glossary of Digital Advertising terms Written for students in communications, radio-TV, and mass communication, Media Selling is the classic work in the field. The updated edition provides an indispensable tool for learning, training, and mastering sales techniques for digital media.

How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available. With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer's Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry. Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company's priorities list. A Marketer's Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.