$7.2 billion problem
In terms of the scale of the click fraud problem, evidence suggests it's a multi-billion dollar business. The 2015 Bot Baseline Study into fraud in digital advertising carried out by the Association of National Advertisers and White Ops found that click fraud will likely cost companies around the world a total of $7.2 billion in 2016, with advertisers unwittingly paying out an average of $10 million to fraudsters during the year. When it comes to the proportion of the clicks that are fraudulent, the study says advertisers were defrauded between 3 percent and 37 percent of the time.
So what can CIOs do to minimize the risk that an infected machine committing click fraud may be lurking on their networks? Kaminsky recommends keeping a close eye on the traffic generated by machines on the corporate network, and in particular monitoring DNS traffic. "No-one monitors DNS enough, but there are identifiable C&C (command and control) domains," he says. "The benefit of monitoring DNS is that the info flow is relatively small, so the relative value of any data you analyze is high."
He also recommends encouraging marketing departments to use specialist click fraud protection software, such as that sold by his employer White Ops as well as competitors PPCSecure and Distil Networks.
Source: CSO Australia
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