Display advertising is traded in a complex market with multiple sides and intermediaries, where advertisers are exposed to several forms of potentially fraudulent behavior. Intermediaries often claim to implement measures to detect fraud but provide limited information about those measures. Advertisers are required to trust that self-regulation efforts effectively filter out low-quality ad impressions. In this article, we propose an approach for tracking key display impression metrics by embedding a light JavaScript code in the ad to collect the necessary information to help detect fraudulent activities. We explain these metrics using the campaign cost per thousand (CPT) and the number of impressions per publisher. We test the approach through six display ad campaigns. Our results provide a counterargument against the industry claim that it is effectively filtering out display fraud and show the utility of our approach for advertisers.

中文翻译：

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跟踪欺诈性和低质量的展示印象

展示广告是在具有多个方面和中介的复杂市场中交易的，在该市场中，广告商面临多种形式的潜在欺诈行为。中介机构通常声称要实施检测欺诈的措施，但提供的信息有限。广告客户必须相信自我监管的努力可以有效滤除低质量的广告展示。在本文中，我们提出了一种通过在广告中嵌入少量JavaScript代码来收集关键信息以帮助检测欺诈行为的方法，以跟踪关键的展示印象指标。我们使用广告系列每千次展示费用（CPT）和每个发布者的展示次数来解释这些指标。我们通过六个展示广告系列来测试这种方法。