1. Click Fraud Forensics Dean Qudah Pace University DPS 2010

2. What Is Click Fraud? Click fraud, the intentional clicking on PPC advertisements, where the perpetrator has no intention of buying the products or services advertised Click fraud, the intentional clicking on PPC advertisements, where the perpetrator has no intention of buying the products or services advertised

3. Elements of PPC Advertising Advertiser Provide advertisement And Budget Contract with commissioner. Commissioner A broker between Advertisers & Publishers The backstage for targeting and budgeting Publisher Publish Ads on their websites and earn money for clicks The place where most of the fraudulent occur.

4. Click Fraud Categories Clicking on competitors occurs when a company purposely clicks on a competitor so as to cost them money, use up their daily budgets, and force them off the auction. Clicking on competitors occurs when a company purposely clicks on a competitor so as to cost them money, use up their daily budgets, and force them off the auction. Network fraud occurs when Website owners click on their own banner advertisements in order to generate revenue from the search engine who is serving the banner advertisement. Network fraud occurs when Website owners click on their own banner advertisements in order to generate revenue from the search engine who is serving the banner advertisement.

5. How Big Is It? Click Forensics, a US firm that audits Internet traffic, reported that 17.1 percent of clicks on online advertising were frauds evidently intended solely to drive up bills for businesses paying "per click.” Click Forensics, a US firm that audits Internet traffic, reported that 17.1 percent of clicks on online advertising were frauds evidently intended solely to drive up bills for businesses paying "per click.” Networks of hacked computers referred to as "botnets" are said to be responsible for nearly a third of the click fraud in final three months of 2008. Networks of hacked computers referred to as "botnets" are said to be responsible for nearly a third of the click fraud in final three months of 2008.

6. Can We trust Search Engines? Google has trivialized click fraud and mischaracterized it as a minor problem. Google has trivialized click fraud and mischaracterized it as a minor problem. After Many Law suits and hundreds of reports from different agencies, Google Admitted the problem and start cooperating. After Many Law suits and hundreds of reports from different agencies, Google Admitted the problem and start cooperating. After all Click Fraud means more profit for search engines. After all Click Fraud means more profit for search engines.

7. Click Fraud Detection There are many ways to detect and minimize click fraud; There are many ways to detect and minimize click fraud; Monitoring the Click Through Rate ( CTR), and make sure it is within the norms. Monitoring the Click Through Rate ( CTR), and make sure it is within the norms. The Data Analysis Approach. Since privacy is a major obstacle in detecting fraud, we have no choice but to use data analysis approach by analyzing the temporary surfers’ Identification data such as IP address and Cookies. The Data Analysis Approach. Since privacy is a major obstacle in detecting fraud, we have no choice but to use data analysis approach by analyzing the temporary surfers’ Identification data such as IP address and Cookies.

8. Example of Statistical Methods Statistical data analysis can be done by storing the entire traffic data in a database and periodically executing aggregate SQL queries to identify outliers that would be candidate for fraudulent behavior. Statistical data analysis can be done by storing the entire traffic data in a database and periodically executing aggregate SQL queries to identify outliers that would be candidate for fraudulent behavior. This method has a challenging scale problem here. Since an average-sized commissioner receives around 70M records per hour, storing the traffic and running the query could be very expensive. This method has a challenging scale problem here. Since an average-sized commissioner receives around 70M records per hour, storing the traffic and running the query could be very expensive.

9. Mission un accomplished So far there is no good solution for this problem. So far there is no good solution for this problem. Fraudsters become more and more advanced and use automated tools and software. Fraudsters become more and more advanced and use automated tools and software. Many research papers and PhD dissertation tried to come up with solutions. Many research papers and PhD dissertation tried to come up with solutions.