Clicking Fraud Detection for online advertising using Machine Learning
Vandavasi Baba Mahesh, Koneru Venkata Sai Chandra, Lammata Shiva Prasad Babu, V. Sowjanya, Moulana Mohammed · 2024
Ad agencies have turned their attention to online and in-app advertising in response to the expansion of digital technology and social media. Internet advertising represents a major revenue source for advertising networks that act as intermediaries between advertisers and brands. Ad networks follow a pay-per-click (PPC) payment scheme, based on the number of clicks by advertisers who publish ads but there is a growing security concern with this form of payment known as click fraud. Click fraud is the illegal practice of clicking any paid advertisement to increase publishers’ revenue or damage advertisers’ bottom line. Artificial intelligence is increasingly used to solve complex challenges in various research areas including cybersecurity to achieve unexpected results This paper developed several machine learning models to determine whether the user is human or a bot and a comparative performance analysis using a set of analytical concepts.