Click fraud : how to spot it, how to stop it?

Online search advertising is currently the greatest source of revenue for many Internet giants such as Google™, Yahoo!™, and Bing™. The increased number of specialized websites and modern profiling techniques have all contributed to an explosion of the income of ad brokers from online advertising. The single biggest threat to this growth is however click fraud. Trained botnets and even individuals are hired by click-fraud specialists in order to maximize the revenue of certain users from the ads they publish on their websites, or to launch an attack between competing businesses. Most academics and consultants who study online advertising estimate that 15% to 35% of ads in pay per click (PPC) online advertising systems are not authentic. In the first two quarters of 2010, US marketers alone spent $5.7 billion on PPC ads, where PPC ads are between 45 and 50 percent of all online ad spending. On average about$1.5 billion is wasted due to click-fraud. These fraudulent clicks are believed to be initiated by users in poor countries, or botnets, who are trained to click on specific ads. For example, according to a 2010 study from Information Warfare Monitor, the operators of Koobface, a program that installed malicious software to participate in click fraud, made over $2 million in just over a year. The process of making such illegitimate clicks to generate revenue is called click-fraud. Search engines claim they filter out most questionable clicks and either not charge for them or reimburse advertisers that have been wrongly billed. However this is a hard task, despite the claims that brokers\u27 efforts are satisfactory. In the simplest scenario, a publisher continuously clicks on the ads displayed on his own website in order to make revenue. In a more complicated scenario. a travel agent may hire a large, globally distributed, botnet to click on its competitor\u27s ads, hence depleting their daily budget. We analyzed those different types of click fraud methods and proposed new methodologies to detect and prevent them real time. While traditional commercial approaches detect only some specific types of click fraud, Collaborative Click Fraud Detection and Prevention (CCFDP) system, an architecture that we have implemented based on the proposed methodologies, can detect and prevents all major types of click fraud. The proposed solution analyzes the detailed user activities on both, the server side and client side collaboratively to better describe the intention of the click. Data fusion techniques are developed to combine evidences from several data mining models and to obtain a better estimation of the quality of the click traffic. Our ideas are experimented through the development of the Collaborative Click Fraud Detection and Prevention (CCFDP) system. Experimental results show that the CCFDP system is better than the existing commercial click fraud solution in three major aspects: 1) detecting more click fraud especially clicks generated by software; 2) providing prevention ability; 3) proposing the concept of click quality score for click quality estimation. In the CCFDP initial version, we analyzed the performances of the click fraud detection and prediction model by using a rule base algorithm, which is similar to most of the existing systems. We have assigned a quality score for each click instead of classifying the click as fraud or genuine, because it is hard to get solid evidence of click fraud just based on the data collected, and it is difficult to determine the real intention of users who make the clicks. Results from initial version revealed that the diversity of CF attack Results from initial version revealed that the diversity of CF attack types makes it hard for a single counter measure to prevent click fraud. Therefore, it is important to be able to combine multiple measures capable of effective protection from click fraud. Therefore, in the CCFDP improved version, we provide the traffic quality score as a combination of evidence from several data mining algorithms. We have tested the system with a data from an actual ad campaign in 2007 and 2008. We have compared the results with Google Adwords reports for the same campaign. Results show that a higher percentage of click fraud present even with the most popular search engine. The multiple model based CCFDP always estimated less valid traffic compare to Google. Sometimes the difference is as high as 53%. Detection of duplicates, fast and efficient, is one of the most important requirement in any click fraud solution. Usually duplicate detection algorithms run in real time. In order to provide real time results, solution providers should utilize data structures that can be updated in real time. In addition, space requirement to hold data should be minimum. In this dissertation, we also addressed the problem of detecting duplicate clicks in pay-per-click streams. We proposed a simple data structure, Temporal Stateful Bloom Filter (TSBF), an extension to the regular Bloom Filter and Counting Bloom Filter. The bit vector in the Bloom Filter was replaced with a status vector. Duplicate detection results of TSBF method is compared with Buffering, FPBuffering, and CBF methods. False positive rate of TSBF is less than 1% and it does not have false negatives. Space requirement of TSBF is minimal among other solutions. Even though Buffering does not have either false positives or false negatives its space requirement increases exponentially with the size of the stream data size. When the false positive rate of the FPBuffering is set to 1% its false negative rate jumps to around 5%, which will not be tolerated by most of the streaming data applications. We also compared the TSBF results with CBF. TSBF uses only half the space or less than standard CBF with the same false positive probability. One of the biggest successes with CCFDP is the discovery of new mercantile click bot, the Smart ClickBot. We presented a Bayesian approach for detecting the Smart ClickBot type clicks. The system combines evidence extracted from web server sessions to determine the final class of each click. Some of these evidences can be used alone, while some can be used in combination with other features for the click bot detection. During training and testing we also addressed the class imbalance problem. Our best classifier shows recall of 94%. and precision of 89%, with F1 measure calculated as 92%. The high accuracy of our system proves the effectiveness of the proposed methodology. Since the Smart ClickBot is a sophisticated click bot that manipulate every possible parameters to go undetected, the techniques that we discussed here can lead to detection of other types of software bots too. Despite the enormous capabilities of modern machine learning and data mining techniques in modeling complicated problems, most of the available click fraud detection systems are rule-based. Click fraud solution providers keep the rules as a secret weapon and bargain with others to prove their superiority. We proposed validation framework to acquire another model of the clicks data that is not rule dependent, a model that learns the inherent statistical regularities of the data. Then the output of both models is compared. Due to the uniqueness of the CCFDP system architecture, it is better than current commercial solution and search engine/ISP solution. The system protects Pay-Per-Click advertisers from click fraud and improves their Return on Investment (ROI). The system can also provide an arbitration system for advertiser and PPC publisher whenever the click fraud argument arises. Advertisers can gain their confidence on PPC advertisement by having a channel to argue the traffic quality with big search engine publishers. The results of this system will booster the internet economy by eliminating the shortcoming of PPC business model. General consumer will gain their confidence on internet business model by reducing fraudulent activities which are numerous in current virtual internet world

Pay-per-click advertising: A literature review

Digital marketing is being widely employed to efficiently and effectively market products/services to achieve increased sales and generate higher revenues. It allows businesses to effectively communicate desired content to their consumers. Pay-per-click (PPC) is one such form of digital marketing. PPC is often acknowledged for the different advantages it offers, and at the same time, it is notably criticised for fraud and other issues associated with its use. The literature on this subject, although limited, has invested considerable efforts in unveiling the pros and cons of employing PPC as a marketing/advertising strategy. This paper reviews 50 publications on PPC advertising to synthesise their findings and arrive at a common ground for understanding the digital presence and impact of this form of marketing. Alongside discussing the findings, observed limitations and opportunities for future research have been identified and reported

Support Efficient, Scalable, and Online Social Spam Detection in System

The broad success of online social networks (OSNs) has created fertile soil for the emergence and fast spread of social spam. Fake news, malicious URL links, fraudulent advertisements, fake reviews, and biased propaganda are bringing serious consequences for both virtual social networks and human life in the real world. Effectively detecting social spam is a hot topic in both academia and industry. However, traditional social spam detection techniques are limited to centralized processing on top of one specific data source but ignore the social spam correlations of distributed data sources. Moreover, a few research efforts are conducting in integrating the stream system (e.g., Storm, Spark) with the large-scale social spam detection, but they typically ignore the specific details in managing and recovering interim states during the social stream data processing. We observed that social spammers who aim to advertise their products or post victim links are more frequently spreading malicious posts during a very short period of time. They are quite smart to adapt themselves to old models that were trained based on historical records. Therefore, these bring a question: how can we uncover and defend against these online spam activities in an online and scalable manner? In this dissertation, we present there systems that support scalable and online social spam detection from streaming social data: (1) the first part introduces Oases, a scalable system that can support large-scale online social spam detection, (2) the second part introduces a system named SpamHunter, a novel system that supports efficient online scalable spam detection in social networks. The system gives novel insights in guaranteeing the efficiency of the modern stream applications by leveraging the spam correlations at scale, and (3) the third part refers to the state recovery during social spam detection, it introduces a customizable state recovery framework that provides fast and scalable state recovery mechanisms for protecting large distributed states in social spam detection applications

High-performance software packet processing

In today’s Internet, it is highly desirable to have fast and scalable software packet processing solutions for network applications that run on commodity hardware. The advent of cloud computing drives the continued rapid growth of Internet traffic. Moreover, the development of emerging networking techniques, such as Network Function Virtualization, significantly shapes the need for implementing the network functions in software. Finally, with the advancement of modern platforms as well as software frameworks for packet processing, network applications have potential to process 100+ Gbps network traffic on a single commodity server. Representative frameworks include the Click modular router, the RouteBricks scalable routing architecture, and BUFFALO, the software-based Ethernet switch. Beneath this general-purpose routing and switching functionality lie a broad set of network applications, many of which are handled with custom methods to provide cost-effectiveness and flexibility. This thesis considers two long-standing networking applications, IP lookup and distributed denial-of-service (DDoS) mitigation, and proposes efficient software-based methods drawing from this new perspective. In this thesis, we first introduce several optimization techniques to accelerate network applications by taking advantage of modern CPU features. Then, we explore the IP lookup problem to find the longest matching prefix of an IP address in a set of prefixes. An ideal IP lookup algorithm should achieve small constant IP lookup time, and on-chip memory usage. However, no prior IP lookup algorithm achieves both requirements at the same time. We propose SAIL, a splitting approach to IP lookup, and a suite of algorithms for IP lookup based on SAIL framework. We conducted extensive experiments to evaluate our algorithms, and experimental results show that our SAIL algorithms are much faster than well-known IP lookup algorithms. Next, we switch our focus to DDoS, an attempt to disrupt the legitimate traffic of a victim by sending a flood of Internet traffic from different sources. Our solution is Gatekeeper, the first open-source and deployable DDoS mitigation system. We present a series of optimization techniques, including use of modern platforms, group prefetching, coroutines, and hashing, to accelerate Gatekeeper. Experimental results show that these optimization techniques significantly improve its performance over alternative baseline solutions.2022-01-30T00:00:00

How To Touch a Running System

The increasing importance of distributed and decentralized software architectures entails more and more attention for adaptive software. Obtaining adaptiveness, however, is a difficult task as the software design needs to foresee and cope with a variety of situations. Using reconfiguration of components facilitates this task, as the adaptivity is conducted on an architecture level instead of directly in the code. This results in a separation of concerns; the appropriate reconfiguration can be devised on a coarse level, while the implementation of the components can remain largely unaware of reconfiguration scenarios. We study reconfiguration in component frameworks based on formal theory. We first discuss programming with components, exemplified with the development of the cmc model checker. This highly efficient model checker is made of C++ components and serves as an example for component-based software development practice in general, and also provides insights into the principles of adaptivity. However, the component model focuses on high performance and is not geared towards using the structuring principle of components for controlled reconfiguration. We thus complement this highly optimized model by a message passing-based component model which takes reconfigurability to be its central principle. Supporting reconfiguration in a framework is about alleviating the programmer from caring about the peculiarities as much as possible. We utilize the formal description of the component model to provide an algorithm for reconfiguration that retains as much flexibility as possible, while avoiding most problems that arise due to concurrency. This algorithm is embedded in a general four-stage adaptivity model inspired by physical control loops. The reconfiguration is devised to work with stateful components, retaining their data and unprocessed messages. Reconfiguration plans, which are provided with a formal semantics, form the input of the reconfiguration algorithm. We show that the algorithm achieves perceived atomicity of the reconfiguration process for an important class of plans, i.e., the whole process of reconfiguration is perceived as one atomic step, while minimizing the use of blocking of components. We illustrate the applicability of our approach to reconfiguration by providing several examples like fault-tolerance and automated resource control

Approximate Data Analytics Systems

Today, most modern online services make use of big data analytics systems to extract useful information from the raw digital data. The data normally arrives as a continuous data stream at a high speed and in huge volumes. The cost of handling this massive data can be significant. Providing interactive latency in processing the data is often impractical due to the fact that the data is growing exponentially and even faster than Moore’s law predictions. To overcome this problem, approximate computing has recently emerged as a promising solution. Approximate computing is based on the observation that many modern applications are amenable to an approximate, rather than the exact output. Unlike traditional computing, approximate computing tolerates lower accuracy to achieve lower latency by computing over a partial subset instead of the entire input data. Unfortunately, the advancements in approximate computing are primarily geared towards batch analytics and cannot provide low-latency guarantees in the context of stream processing, where new data continuously arrives as an unbounded stream. In this thesis, we design and implement approximate computing techniques for processing and interacting with high-speed and large-scale stream data to achieve low latency and efficient utilization of resources. To achieve these goals, we have designed and built the following approximate data analytics systems: • StreamApprox—a data stream analytics system for approximate computing. This system supports approximate computing for low-latency stream analytics in a transparent way and has an ability to adapt to rapid fluctuations of input data streams. In this system, we designed an online adaptive stratified reservoir sampling algorithm to produce approximate output with bounded error. • IncApprox—a data analytics system for incremental approximate computing. This system adopts approximate and incremental computing in stream processing to achieve high-throughput and low-latency with efficient resource utilization. In this system, we designed an online stratified sampling algorithm that uses self-adjusting computation to produce an incrementally updated approximate output with bounded error. • PrivApprox—a data stream analytics system for privacy-preserving and approximate computing. This system supports high utility and low-latency data analytics and preserves user’s privacy at the same time. The system is based on the combination of privacy-preserving data analytics and approximate computing. • ApproxJoin—an approximate distributed joins system. This system improves the performance of joins — critical but expensive operations in big data systems. In this system, we employed a sketching technique (Bloom filter) to avoid shuffling non-joinable data items through the network as well as proposed a novel sampling mechanism that executes during the join to obtain an unbiased representative sample of the join output. Our evaluation based on micro-benchmarks and real world case studies shows that these systems can achieve significant performance speedup compared to state-of-the-art systems by tolerating negligible accuracy loss of the analytics output. In addition, our systems allow users to systematically make a trade-off between accuracy and throughput/latency and require no/minor modifications to the existing applications

MediaSync: Handbook on Multimedia Synchronization

This book provides an approachable overview of the most recent advances in the fascinating field of media synchronization (mediasync), gathering contributions from the most representative and influential experts. Understanding the challenges of this field in the current multi-sensory, multi-device, and multi-protocol world is not an easy task. The book revisits the foundations of mediasync, including theoretical frameworks and models, highlights ongoing research efforts, like hybrid broadband broadcast (HBB) delivery and users' perception modeling (i.e., Quality of Experience or QoE), and paves the way for the future (e.g., towards the deployment of multi-sensory and ultra-realistic experiences). Although many advances around mediasync have been devised and deployed, this area of research is getting renewed attention to overcome remaining challenges in the next-generation (heterogeneous and ubiquitous) media ecosystem. Given the significant advances in this research area, its current relevance and the multiple disciplines it involves, the availability of a reference book on mediasync becomes necessary. This book fills the gap in this context. In particular, it addresses key aspects and reviews the most relevant contributions within the mediasync research space, from different perspectives. Mediasync: Handbook on Multimedia Synchronization is the perfect companion for scholars and practitioners that want to acquire strong knowledge about this research area, and also approach the challenges behind ensuring the best mediated experiences, by providing the adequate synchronization between the media elements that constitute these experiences

Quality-of-Service-Aware Data Stream Processing

Data stream processing in the industrial as well as in the academic field has gained more and more importance during the last years. Consider the monitoring of industrial processes as an example. There, sensors are mounted to gather lots of data within a short time range. Storing and post-processing these data may occasionally be useless or even impossible. On the one hand, only a small part of the monitored data is relevant. To efficiently use the storage capacity, only a preselection of the data should be considered. On the other hand, it may occur that the volume of incoming data is generally too high to be stored in time or–in other words–the technical efforts for storing the data in time would be out of scale. Processing data streams in the context of this thesis means to apply database operations to the stream in an on-the-fly manner (without explicitly storing the data). The challenges for this task lie in the limited amount of resources while data streams are potentially infinite. Furthermore, data stream processing must be fast and the results have to be disseminated as soon as possible. This thesis focuses on the latter issue. The goal is to provide a so-called Quality-of-Service (QoS) for the data stream processing task. Therefore, adequate QoS metrics like maximum output delay or minimum result data rate are defined. Thereafter, a cost model for obtaining the required processing resources from the specified QoS is presented. On that basis, the stream processing operations are scheduled. Depending on the required QoS and on the available resources, the weight can be shifted among the individual resources and QoS metrics, respectively. Calculating and scheduling resources requires a lot of expert knowledge regarding the characteristics of the stream operations and regarding the incoming data streams. Often, this knowledge is based on experience and thus, a revision of the resource calculation and reservation becomes necessary from time to time. This leads to occasional interruptions of the continuous data stream processing, of the delivery of the result, and thus, of the negotiated Quality-of-Service. The proposed robustness concept supports the user and facilitates a decrease in the number of interruptions by providing more resources

Models, services and security in modern online social networks

Modern online social networks have revolutionized the world the same way the radio and the plane did, crossing geographical and time boundaries, not without problems, more can be learned, they can still change our world and that their true worth is still a question for the future