Online Ad-fraud in Search Engine Advertising Campaigns
- Author(s)
- Andreas Mladenow, Niina Maarit Novak, Christine Strauss
- 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.
- Organisation(s)
- Department of Accounting, Innovation and Strategy, Research Group Multimedia Information Systems
- Volume
- 9357
- Pages
- 109-118
- No. of pages
- 10
- DOI
- https://doi.org/10.1007/978-3-319-24315-3_11
- Publication date
- 2015
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502050 Business informatics, 102016 IT security, 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Theoretical Computer Science, General Computer Science
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/ffc409e0-763c-48b6-9a8a-d40ab32df4ab