A Prototype Data Management Platform with Machine Learning-based Automated Turing Test for Prevention of Online Advertising Fraud

点击翻译按钮获取中文摘要

Over 29% of internet activity arises from malicious non-human traffic (NHT) andprogrammatic platforms for automated placement of online display advertising via real-timebidding (RTB) are highly vulnerable to Click Fraud. Click Fraud occurs when bots falselygenerate impressions or enhance the click-through rate of displayed ads, generating fraudulentpay-per-click or cost per mille revenues by artificially increasing the bid value/frequency.Advertising fraud is hard to detect and leads directly to >$68bn/yr of lost revenues byadvertisers/media agencies, as well as restricting the £24bn/yr opportunity to leverage valuefrom analytics data for personalised marketing.Existing software to prevent CF uses rules-based filtering, restricted for RTB by limitedcapability to detect the origin of a click/impression (ground truth) for labelling NHT (negativeexamples) only after a visit/bid. Limited platform compatibility and rule generation rates arealso unable to address a rapidly evolving Click Fraud threat.In contrast, MediaGamma Limited (MG) aim to develop a prototype Automated Turing Testas a pre-bid solution to prevent Click Fraud using 1 million binary bid request features, byactively and continuously identifying the characteristics of fraudulent clicks/impressions fromNHT. Using machine learning algorithms integrated through a novel Data ManagementPlatform for RTB ad placement, trained via techniques inspired from biological behaviouraltests, MediaGamma target capability to prevent an agency/advertiser from participating in afalse bidding process in real-time. This 12 month project will cost £555,152 withperformance of the prototype Data Management Platform software module demonstratedthrough A/B testing in commercially relevant situations.