Online Ad-fraud in Search Engine Advertising Campaigns: Prevention, Detection and Damage Limitation

Andreas Mladenow, Niina Maarit Novak, Christine Strauss

Veröffentlichungen: Beitrag in BuchBeitrag in KonferenzbandPeer Reviewed

Abstract

Search Engine Advertising has grown strongly in recent years and amounted to about USD 60 billion in 2014. Based on real-world data of online campaigns of 28 companies, we analyse the incident of a hacked campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availability of short-term online campaigns. This contribution aims at raising awareness for the threat of hacking incidents during online marketing campaigns, and provides suggestions as well as recommendations for damage prevention, damage detection and damage limitation.
OriginalspracheEnglisch
TitelInformation and Communication Technology
UntertitelThird IFIP TC 5/8 International Conference, ICT-EurAsia 2015, and 9th IFIP WG 8.9 Working Conference, CONFENIS 2015, Held as Part of WCC 2015, Daejeon, Korea, October 4–7, 2015, Proceedings
Redakteure*innenIlsun You, Li Da Xu, Erich Neuhold, A. Min Tjoa, Ismail Khalil
Herausgeber (Verlag)Springer International Publishing AG
Seiten109-118
Seitenumfang10
Band 9357
ISBN (elektronisch)978-3-319-24315-3
ISBN (Print)978-3-319-24314-6
DOIs
PublikationsstatusVeröffentlicht - 2015

ÖFOS 2012

  • 502052 Betriebswirtschaftslehre
  • 502050 Wirtschaftsinformatik
  • 102016 IT-Sicherheit
  • 502019 Marketing

Zitationsweisen