Online Ad-fraud in Search Engine Advertising Campaigns
- Autor(en)
- Andreas Mladenow, Niina Maarit Novak, Christine Strauss
- Abstrakt
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(en)
- Institut für Rechnungswesen, Innovation und Strategie, Forschungsgruppe Multimedia Information Systems
- Band
- 9357
- Seiten
- 109-118
- Anzahl der Seiten
- 10
- DOI
- https://doi.org/10.1007/978-3-319-24315-3_11
- Publikationsdatum
- 2015
- Peer-reviewed
- Ja
- ÖFOS 2012
- 502052 Betriebswirtschaftslehre, 502050 Wirtschaftsinformatik, 102016 IT-Sicherheit, 502019 Marketing
- Schlagwörter
- ASJC Scopus Sachgebiete
- Theoretical Computer Science, Computer Science(all)
- Link zum Portal
- https://ucris.univie.ac.at/portal/de/publications/online-adfraud-in-search-engine-advertising-campaigns(ffc409e0-763c-48b6-9a8a-d40ab32df4ab).html