Abstract

It is estimated that within the online advertising industry, online advertising fraud (OAF) accounts for at least 10 percent of all spending. Such a phenomenon requires a systematic analysis to examine the marketing perspective; therefore, this article examines online marketing professionals’ attitudes toward OAF by conducting eighty-nine interviews. The findings suggest that OAF is a high risk to the advertising industry and an urgent daily problem for many players. Building on Agency Theory, the results show that online professionals often tolerate fraudulent traffic due to a low awareness of OAF and a lack of sufficient knowledge among clients. Ineffective measurement systems and unrealistic expectations of clients also inhibit effective fraud detection practices. The present study aims to raise awareness by providing a better understanding of this understudied topic from a marketing perspective and aims to motivate practitioners and academics to establish effective fraud prevention procedures.

摘要

据估计，在网络广告行业内，网络广告欺诈（OAF）至少占所有支出的 10%。这种现象需要从营销角度进行系统分析；因此，本文通过进行八十九次访谈来检验在线营销专业人士对 OAF 的态度。调查结果表明，OAF 对广告行业来说是一个高风险，并且是许多参与者的日常紧迫问题。基于代理理论，结果表明，由于对 OAF 的认识低且客户缺乏足够的知识，在线专业人士经常容忍欺诈性流量。无效的衡量系统和客户不切实际的期望也阻碍了有效的欺诈检测实践。