AI-Based Techniques for Ad Click Fraud Detection and Prevention: Review and Research Directions

Abstract

Online advertising is a marketing approach that uses numerous online channels to target potential customers for businesses, brands, and organizations. One of the most serious threats in today’s marketing industry is the widespread attack known as click fraud. Traffic statistics for online advertisements are artificially inflated in click fraud. Typical pay-per-click advertisements charge a fee for each click, assuming that a potential customer was drawn to the ad. Click fraud attackers create the illusion that a significant number of possible customers have clicked on an advertiser’s link by an automated script, a computer program, or a human. Nevertheless, advertisers are unlikely to profit from these clicks. Fraudulent clicks may be involved to boost the revenues of an ad hosting site or to spoil an advertiser’s budget. Several notable attempts to detect and prevent this form of fraud have been undertaken. This study examined all methods developed and published in the previous 10 years that primarily used artificial intelligence (AI), including machine learning (ML) and deep learning (DL), for the detection and prevention of click fraud. Features that served as input to train models for classifying ad clicks as benign or fraudulent, as well as those that were deemed obvious and with critical evidence of click fraud, were identified, and investigated. Corresponding insights and recommendations regarding click fraud detection using AI approaches were provided.