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, Computer Science(all)
Portal url
https://ucris.univie.ac.at/portal/en/publications/online-adfraud-in-search-engine-advertising-campaigns(ffc409e0-763c-48b6-9a8a-d40ab32df4ab).html