论文标题
在线广告中洗钱和归因的复杂性
Placement Laundering and the Complexities of Attribution in Online Advertising
论文作者
论文摘要
在线广告中的一个基本假设是，可以将特定的广告创意（即印象）的视图归因于特定的网页。但是，实际上，由于广告交付系统的规模，复杂性和多样性，看似简单的广告归因任务是具有挑战性的。在本文中，我们描述了一种新的欺诈形式，我们称其为洗衣，从而利用了归因机制中的脆弱性。洗钱允许恶意演员通过打出源自高质量出版商的广告电话来夸大收入。我们描述了洗钱的基本方面，并提供了在野外发现的两个实例的详细信息。我们描述滥用的实例之一是广泛部署的安全框架环境的预期功能。我们描述了能够识别一般洗钱方案的一般类别并使用该方法的测试结果的放置洗涤检测方法。
A basic assumption in online advertising is that it is possible to attribute a view of a particular ad creative (i.e., an impression) to a particular web page. In practice, however, the seemingly simple task of ad attribution is challenging due to the scale, complexity and diversity of ad delivery systems. In this paper, we describe a new form of fraud that we call placement laundering, which exploits vulnerabilities in attribution mechanisms. Placement laundering allows malicious actors to inflate revenue by making ad calls that appear to originate from high quality publishers. We describe the basic aspects of placement laundering and give details of two instances found in the wild. One of the instances that we describe abuses the intended functionality of the widely-deployed SafeFrame environment. We describe a placement laundering detection method that is capable of identifying a general class of laundering schemes, and provide results on tests with that method.
