The Economics of Click Fraud

UNCG Author/Contributor (non-UNCG co-authors, if there are any, appear on document)
Nir B. Kshetri, Professor (Creator)
Institution
The University of North Carolina at Greensboro (UNCG )
Web Site: http://library.uncg.edu/

Abstract: Click fraud is a substantial threat in the cyberworld. Here, the author examines the contexts, mechanisms, and processes associated with the click-fraud industry from an economics viewpoint. The nature of electronic channels, characterized by asymmetric hypermediation, provides a fertile ground for such fraud. Click fraud is arguably the cyberworld's biggest scam. Illegitimate clicks on pay-per-click (PPC) advertisements have rekindled debate about online advertising's effectiveness. Cybercriminals involved in diverse activities are expanding their operations into lucrative businesses in the PPC industry. At the heart of the click-fraud problem is the fact that site owners benefit from clicks made to ads on their sites. Search engine network partners, competitors, and unhappy employees can all generate illegitimate clicks. Here, I examine the contexts, mechanisms, and processes associated with the click-fraud industry from an economics viewpoint.

Additional Information

Publication
IEEE Security & Privacy, 8 (3), May/June, 45-53.
Language: English
Date: 2010
Keywords
Internet advertising, Fraud, Traffic, Monitoring, Security, E-commerce