Click fraud can be as simple as one person starting a small web site, becoming a publisher of ads, and clicking on those ads to generate revenue. Oftentimes, the number of clicks, and their value, is so small, that the fraud goes undetected. Oftentimes publishers will claim small amounts of such clicking is an accident, which is often the case.

Much larger scale fraud also occurs. Those engaged in large scale fraud will often run scripts, which simulate a human clicking on ads in web pages. However, huge numbers of clicks appearing to come from just one, or a small number, of computers, or single geographic area, look highly suspicious to the advertising network and advertisers. Clicks coming from a computer known to be that of a publisher, also look suspicious to those watching for click fraud. A person attempting large scale fraud, alone in their home, stands a good chance of being caught.

Organized crime can handle this by having many computers, with their own internet connection, in different geographic locations. Often scripts fail to mimic true human behavior, so organized crime networks use Trojan code to turn the average person’s machines into zombie computers and using sporadic redirects or DNS-cache-poisoning to turn the oblivious user’s actions into actions generating revenue for the scammer.

Impression fraud is an insidious variant of click fraud where the advertiser is penalized for having an unacceptably low click-through rate for a given keyword. This involves making numerous searches for a keyword but without clicking of the ad. Such keywords are disabled automatically, enabling a competitor’s lower-bid ad for the same keyword to continue while several high bidders (on the first page of the search results) have been eliminated.

It is very difficult for advertisers, advertising networks, and authorities to pursue cases against networks of people spread around multiple countries.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Web traffic is the amount of data sent and received by visitors to a web site. It is a large portion of Internet traffic. This is determined by the number of visitors and the number of pages they visit. Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country. There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth – not all web traffic is welcome.

Some companies offer advertising schemes that, in return for increased web traffic (visitors), pay for screen space on the site. Sites also often aim to increase their web traffic through inclusion on search engines.

References

• Malacinski, Andrei; Dominick, Scott & Hartrick, Tom (1 March 2001). “Measuring Web traffic” at IBM – retrieved 1 January 2005
• Machlis, Sharon (17 June 2002). “Measuring Web Site Traffic” at ComputerWorld.com – retrieved 1 January 2005
• Ward, Mark (5 May 2003). “The Dangers of Having a Good Idea” – A BBC News look at the case of freelance journalist Glenn Fleishman after his site was linked to from MacCentral – retrieved 7 July 2005

Links

• “Web traffic analysis could save your site” by ZDNet
• “Websites strain under net traffic load” by The Register
• Alexa.com – monitors web traffic of people who use its toolbar. Reports available free.
• Nielsen Netratings – commercial web monitoring service used by large sites. Most reports are by subscription only, but the top 10 list is usually free.
• Introduction and Chapter 1 excerpt from Practical Web Traffic Analysis (ISBN 1904151183, 2002)
• “Web Traffic Analytics and User Experience” by Fran Diamond at boxesandarrows.com

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.

Anti-spyware programs often report Web advertisers’ HTTP cookies as spyware. Web sites (including advertisers) set cookies — small pieces of data rather than software—to track Web-browsing activity: for instance to maintain a “shopping cart” for an online store or to maintain consistent user settings on a search engine.

Only the Web site that sets a cookie can access it. In the case of cookies associated with advertisements, the user generally does not intend to visit the Web site which sets the cookies, but gets redirected to a cookie-setting third-party site referenced by a banner ad image. Some Web browsers and privacy tools offer to reject cookies from sites other than the one that the user requested.

Advertisers use cookies to track people’s browsing among various sites carrying ads from the same firm and thus to build up a marketing profile of the person or family using the computer. For this reason many users object to such cookies, and anti-spyware programs offer to remove them.

This guide is licensed under the GNU Free Documentation License. It uses material from the Wikipedia.