Online Advertising and Fraud Click in Online Advertisement: A Survey

Abstract

The advertising industry is rapidly growing, as compared to the past advertising medium has evolved significantly. Previously, the advertisement medium was primarily print-based. With the growth of the internet, it has shifted to internet-based online advertisement. Nowadays, each and every company advertises on the Internet, considering its presence in people's daily lives, due to this the advertising industry has become a multi-billion-dollar industry. One widely used revenue model in online advertising is Pay-Per-Click (PPC). However, PPC also brings about challenges such as click fraud, where advertising agencies generate fake clicks, resulting in a rise in advertising costs and reduced Return on Investment (ROI). Click fraud, including activities like click farms, automated bots, and manual clicking. It is a significant issue that can significantly impact on business's financial performance. To address this problem in the past, various approaches have been proposed and implemented. By detecting and preventing click fraud, advertisers can ensure the effectiveness of their advertisements and only pay for legitimate clicks. Fraud click detection can lead to substantial cost savings. This paper presents a survey that aims to provide insights into click fraud detection and the domains actively involved in countering this fraudulent behaviour.