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

Electrowetting-Based Digital Microfluidics Platform for Automated Enzyme-linked Immunosorbent Assay

Electrowetting is the effect by which the contact angle of a droplet exposed to a surface charge is modified. Electrowetting-on-dielectric (EWOD) exploits the dielectric properties of thin insulator films to enhance the charge density and hence boost the electrowetting effect. The presence of charges results in an electrically induced spreading of the droplet which permits purposeful manipulation across a hydrophobic surface. Here, we demonstrate EWOD-based protocol for sample processing and detection of four categories of antigens, using an automated surface actuation platform, via two variations of an Enzyme-Linked Immunosorbent Assay (ELISA) methods. The ELISA is performed on magnetic beads with immobilized primary antibodies which can be selected to target a specific antigen. An antibody conjugated to HRP binds to the antigen and is mixed with H 2O 2/Luminol for quantification of the captured pathogens. Assay completion times of between 6 and 10 min were achieved, whilst minuscule volumes of reagents were utilized.Peer reviewe

Refining the PoinTER “human firewall” pentesting framework

PurposePenetration tests have become a valuable tool in the cyber security defence strategy, in terms of detecting vulnerabilities. Although penetration testing has traditionally focused on technical aspects, the field has started to realise the importance of the human in the organisation, and the need to ensure that humans are resistant to cyber-attacks. To achieve this, some organisations “pentest” their employees, testing their resilience and ability to detect and repel human-targeted attacks. In a previous paper we reported on PoinTER (Prepare TEst Remediate), a human pentesting framework, tailored to the needs of SMEs. In this paper, we propose improvements to refine our framework. The improvements are based on a derived set of ethical principles that have been subjected to ethical scrutiny.MethodologyWe conducted a systematic literature review of academic research, a review of actual hacker techniques, industry recommendations and official body advice related to social engineering techniques. To meet our requirements to have an ethical human pentesting framework, we compiled a list of ethical principles from the research literature which we used to filter out techniques deemed unethical.FindingsDrawing on social engineering techniques from academic research, reported by the hacker community, industry recommendations and official body advice and subjecting each technique to ethical inspection, using a comprehensive list of ethical principles, we propose the refined GDPR compliant and privacy respecting PoinTER Framework. The list of ethical principles, we suggest, could also inform ethical technical pentests.OriginalityPrevious work has considered penetration testing humans, but few have produced a comprehensive framework such as PoinTER. PoinTER has been rigorously derived from multiple sources and ethically scrutinised through inspection, using a comprehensive list of ethical principles derived from the research literature

Security proof of quantum key distribution with detection efficiency mismatch

In theory, quantum key distribution (QKD) offers unconditional security based on the laws of physics. However, as demonstrated in recent quantum hacking theory and experimental papers, detection efficiency loophole can be fatal to the security of practical QKD systems. Here, we describe the physical origin of detection efficiency mismatch in various domains including spatial, spectral, and time domains and in various experimental set-ups. More importantly, we prove the unconditional security of QKD even with detection efficiency mismatch. We explicitly show how the key generation rate is characterized by the maximal detection efficiency ratio between the two detectors. Furthermore, we prove that by randomly switching the bit assignments of the detectors, the effect of detection efficiency mismatch can be completely eliminated.Comment: 35 pages, 7 figure

Riley v. California and the Stickiness Principle

In Fourth Amendment decisions, different concepts, facts and assumptions about reality are often tethered together by vocabulary and fact, creating a ‘Stickiness Principle.’ In particular, form and function historically were considered indistinguishable, not as separate factors. For example, “containers” carried things, “watches” told time, and “phones” were used to make voice calls. Advancing technology, though, began to fracture this identity and the broader Stickiness Principle. In June 2014, Riley v. California and its companion case, United States v. Wurie, offered the Supreme Court an opportunity to begin untethering form and function and dismantling the Stickiness Principle. Riley presented the question of whether cell phone searches incident to a lawful arrest were constitutional. The Court, which had clung to pre-digital concepts such as physical trespass well into the twenty-first century, appeared ready to explore how technology is reshaping historically understood conceptions of privacy. From a broader perspective, the case offers an initial step in reconciling pre-digital rules based on outdated spatial conceptions of physical things with the changing realities of a technology driven world

What did I really vote for? On the usability of verifiable e-voting schemes

E-voting has been embraced by a number of countries, delivering benefits in terms of efficiency and accessibility. End-to-end verifiable e-voting schemes facilitate verification of the integrity of individual votes during the election process. In particular, methods for cast-as-intended verification enable voters to confirm that their cast votes have not been manipulated by the voting client. A well-known technique for effecting cast-as-intended verification is the Benaloh Challenge. The usability of this challenge is crucial because voters have to be actively engaged in the verification process. In this paper, we report on a usability evaluation of three different approaches of the Benaloh Challenge in the remote e-voting context. We performed a comparative user study with 95 participants. We conclude with a recommendation for which approaches should be provided to afford verification in real-world elections and suggest usability improvements

Dawn of autonomous vehicles: review and challenges ahead

This paper reviews the state of the art on autonomous vehicles as of 2017, including their impact at socio-economic, energy, safety, congestion and land-use levels. This impact study focuses on the issues that are common denominators and are bound to arise independently of regional factors, such as (but not restricted to) change to vehicle ownership patterns and driver behaviour, opportunities for energy and emissions savings, potential for accident reduction and lower insurance costs, and requalification of urban areas previously assigned to parking. The challenges that lie ahead for carmakers, law and policy makers are also explored, with an emphasis on how these challenges affect the urban infrastructure and issues they create for municipal planners and decision makers. The paper concludes with strengths, weaknesses, opportunities, and threats analysis that integrates and relates all these aspects.info:eu-repo/semantics/publishedVersio