Fraud Prevention in Online Digital Advertising by Xingquan Zhu Haicheng Tao Zhiang Wu Jie Cao Kristopher Kalish & Jeremy Kayne

Author:Xingquan Zhu, Haicheng Tao, Zhiang Wu, Jie Cao, Kristopher Kalish & Jeremy Kayne
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

4.1.1 Stuffing or Stacking

Stuffing (either keyword stuffing or pixel stuffing) is a way of displaying content incapable of being viewed by naked eyes. It is commonly used for both keyword stuffing [5] and placement stuffing. In Ad keyword stuffing, Ad keywords are hidden in the HTML tags that are not visibly displayed, or they are shown as the same color as the background, so they are incapable of being viewed by naked eyes. Although hidden keywords cannot be viewed by naked eyes, they are in fact visible to Ad network agents when they crawl the web page content in order to determine the relevant pages correlated to specific Ads. Such techniques, in fact, are commonly seen in search engine cloaking [38] or using search engine optimization to increase visibility [15].

Similar to keyword stuffing, placement stuffing stuffs a large number of placements, not intended to be viewed by naked eyes, in a web page. An example of stuffing Ads is shown in Fig. 4.1 where the placement has a reasonable size but the visibility is set as “none” therefore cannot be viewed. Similarly, stacking entails layering Ads on top of one other in the same Ad slot but only the Ad on the top layer is viewable. By doing so, fraudsters try to stuff or stack these invisible Ads as many as possible to inflate the number of impressions.

Fig. 4.1General examples of stuffing Ads. (a ) Stuffing Ads in a small iframe (e.g. 1 × 1 pixel). (b ) Although the size of iframe is sufficiently large, the display: none command takes precedence

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