Click fraud detection for online advertising using machine learning

Abstract

Advertising corporations have moved their focus to online and in-App advertisements in response to the expansion of digital technologies and social media. Online advertising represents the primary revenue source for advertising networks that serve as the middlemen between advertisers and advertisement publishers. The advertising networks pay the publisher of the advertisement based on the number of clicks through to advertisers, following the pay-per-click (PPC) payment scheme. However, there is a growing security issue with this payment approach known as Click Fraud. Click fraud is the illegal process of clicking on pay-per-click advertisements to increase publishers' revenue or deplete advertisers' budgets. Artificial intelligence techniques have been increasingly employed to solve complicated challenges in different research areas, including cybersecurity, to achieve unexpected outcomes. In this paper, several Machine Learning models were constructed to establish whether the user is a human or a bot and conducted a comparative performance analysis using a set of evaluation metrics. We used a real captured dataset detailing Internet users' behavior while navigating websites. We extracted a set of features related to users’ behaviors, including the number of webpages viewed during the browsing session, the duration of the browsing journey, and the actions performed. The empirical results revealed that all the considered models obtained good results, where the random forest algorithm surpassed all other algorithms in all evaluation metrics.

Keywords

• Click fraud
• Pay-per-click
• Fraud
• Machine learning
• Online-advertising
• Web-Journy