What Makes Us Human? A Tale of Advertising Fraud
summary
Performance metrics suddenly double over two weeks after adding 10 billion daily bid requests, triggering an investigation that finds networks of sites passing traffic to each other and to real publishers to inflate retargeting value. Co-visitation overlap analysis flags clusters where a single viewer enters 30,000 auctions in a day and sites with “mom” or “arcade” in the URL are highly suspect. The response is an automated Penalty Box that drops high-overlap identifiers from models, countering cookie stuffing fraud that had skewed predictions and bidding prices.
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chapters (8)
- 0:00Introduction
- 1:15What do you do everyday
- 2:01Predicting human behavior
- 3:03Women Health
- 3:51Nonintentional Traffic
- 4:34Captures
- 5:33Boston Search
- 6:52Cookie stuffing
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