The Darker Side of Online Advertising. Benjamin Edelman December 3, 2008
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1 The Darker Side of Online Advertising Benjamin Edelman December 3, 2008
2 Banner ads
3
4
5 <iframe src="728x90.asp?jscode=..."> <html> <head> <meta http-equiv="refresh" content="9; url=728x90.asp?jscode=..."> <body leftmargin=0 rightmargin=0 topmargin=0 bottommargin=0 > <p align=center valign=bottom> <SCRIPT TYPE='text/javascript' SRC=' CRIPT><SCRIPT language='javascript'>var rm_host = ' rm_site_id = 2578;var rm_section_code =4400;var rm_iframe_tags = 1;rmShowAd('728x90');</script> </p> </body> </html>
6 Relationships? Universal Studios money aquantive / Atlas DMT money Traffic Marketplace money Yield Manager money Inqwire traffic traffic traffic traffic money traffic Surf Sidekick Microsoft Yahoo
7
8 GET /ads/282246/kkvqvrjdzzxkjt3p7roifpojx1c7eh1y/uvfxkexkxthbpliszxrt0qff HTTP/ Referer: Host: sk8rstv.com... HTTP/ OK... Date: Tue, 02 Dec :56:42 GMT <html> <head><title>-</title><style> BODY { margin: 0; } </style></head> <body margin="0" marginwidth="0" marginheight="0" leftmargin="0" topmargin="0"> <iframe width="300" height="250" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <iframe width="1" height="1" src="/ads/282246?o1= " noresize scrolling="no" frameborder="0" marginheight="0" marginwidth="0"></iframe> <img src=" width="1" height="1" border="0"> </body> </html>
9 Revenue Path Advertisers money traffic Redux Media money traffic Yield Manager money money money Sk8rstv Zedo Smacchat traffic traffic traffic Yahoo (for Fortress Advisors Media)
10 Solutions to Banner Fraud Limit where ads may appear. But networks prefer not to say. IAB standards on reload frequency. Imprecise. AJAX-style apps challenge norms. Publishers can push the limits. Don t pay per impression.
11 Paying per click
12
13
14 CPC gone wrong
15 Click fraud
16 GET /? HTTP/ Host: search.improvingyourlooks.com HTTP/ OK... <html>... <body onload='document.forms[0].submit()'> <form action=' method='get'> <input type='hidden' name='c' value='2188'> <input type='hidden' name='p' value='2068'> <input type='hidden' name='d' value='1'> <input type='hidden' name='nr' value='search.improvingyourlooks.com'> <input type='hidden' name='q' value='lasik%20eye%20surgery'> <input type='hidden' name='des' value='gxgggx5fchkrdgctsgebq0ewb...'> <input type='hidden' name='des2' value=''> </form></body></html> GET /cgi-bin/feedred?c=2188&p=2068&d=1&nr=search.improvingyourlooks. com&q=lasik%20eye%20surgery&des=gxgggx5fchkrdgctsgebq0ewbh4xrucfse... Host: HTTP/ Found... Location:
17 Syndication fraud
18 Ad-w-a-r-e Showing Google Ads
19 Ad-w-a-r-e Showing Google Ads PPC Advertisers How Upspiral gets paid for showing the ads How Upspiral gets ads onto users screens money traffic money money money Google Ask Upspiral traffic traffic traffic Looksmart money traffic Ad-w-a-r-e click fraud spyware installed without consent
20
21
22 Qklinkserver Injecting Yahoo Ads PPC Advertisers money traffic Yahoo Overture money traffic Intermix SirSearch money traffic Searchdistribution.net Fox money traffic Qklinkserver / Srch-results.com spyware installed without consent
23 Inflating CPC conversion rates
24
25 SideFind Serving Yahoo PPC Ads PPC Advertisers money traffic Yahoo (Overture) money traffic money traffic trafficengine.net money traffic SideFind
26
27 Tracing the Redirects POST /showme.aspx?keyword=%2esmartbargains%2ecom+... Host: tv.180solutions.com ad_url:... value= GET /metricsdomains.php?search=smartbargains.com Host: popsearch.nbcsearch.com HTTP/ Found Location: GET /red.php?mc=t%2fgsdhbnm%2bg2%2b3ayiyvwsqv5crproptbkirrrz... Host: ww2.ditto.com HTTP/ Found Location: Location: GET /d/sr/?xargs=15kpjg1%2dpsgjxyl%5frunlbxu6tfhubpycz2tpk%5... Host: www24.overture.com HTTP/ Found Location:
28 Yahoo Self-Targeting Click Fraud Yahoo PPC Advertisers Including Smart Bargains money traffic Yahoo Overture money traffic Ditto money traffic Nbcsearch money traffic 180solutions
29 Google Hijacker Yahoo Step 1
30 Yahoo PPC Links Google Hijacker Yahoo Step 2
31 Protecting CPC advertisers Click-fraud detection services Contract specificity Limits on syndication and subsyndication Pay per conversion, not per click
32 Paying per conversion
33
34 CPA/affiliate fraud
35 <iframe SRC=" &aid= &pid= &sid=& surl=http%3a// WIDTH=5 HEIGHT=5 frameborder="0" scrolling="no"></iframe>
36 GET /iframe3?... Host: ad.yieldmanager.com... HTTP/ OK Date: Mon, 29 Sep :36:02 GMT... <iframe src=" GET /allebrands.jpg HTTP/ Host: allebrands.com <a href=' <img src='images/allebrands.jpg'></a> <iframe src =' click?id=ov83t/v4fsg&offerid= &type=3& subid=0' width ='0' height = '0'> <iframe src =' aspx?kbid=9066&p=http%3a%2f%2fcontent.microsoftaffil iates.net%2fwltoolbar.aspx%2f&m=27&cid=8' width='0' height='0'> <iframe src =' CD98773' width ='0' height = '0'>
37
38 <img src=" border="0" alt="" /><img src=" border="0" alt="" /> GET /img16.jpg HTTP/ Host: HTTP/ Found... Location: GET /img17.jpg HTTP/ Host: HTTP/ Found... Location:
39
40 POST /vomba/popup.php HTTP/1.1 Host: services.vombanetwork.com...keyword= HTTP/ OK... <PopConfig...><PopURL> afclick.php?o=6297&b=b27rz05s&p=19934&l=1</popurl> GET /afclick.php?o=6297&b=b27rz05s&p=19934&l=1 Host: HTTP/ OK... Set-Cookie: afclick_6297=... <script language="javascript"><!-- top.location.replace(" ateway.aspx?s= &affid=19934"); // -->
41 Every payment system is targeted Pay per impression Pay per click Pay per sale / ad valorem
42 Why advertising fraud? Strong financial incentives Limited investigations of partners Compare ordinary money transfers Limited incentives to uncover fraud Advertising buyers Ad networks Easy pseudonymity Cross-boundary attacks; pay is in USD
43 What is being done Nothing / cost of doing business Revising Terms & Conditions rules Auditing Litigation Ad networks competing based on quality What more could be done Demand repayment. Sue. (Feasible?) Pay more slowly penalties when caught
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