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 campaign-account. 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.
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CITATION STYLE
Mladenow, A., Novak, N. M., & Strauss, C. (2015). Online ad-fraud in search engine advertising campaigns: Prevention, detection and damage limitation. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (Vol. 9357, pp. 109–118). Springer Verlag. https://doi.org/10.1007/978-3-319-24315-3_11
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