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Abstract Details

Activity Number: 220
Type: Invited
Date/Time: Monday, July 30, 2012 : 2:00 PM to 3:50 PM
Sponsor: Section on Statistics in Marketing
Abstract - #303706
Title: Detecting Bad Behavior in Web Advertising Networks
Author(s): Alex Zolotovitski*+ and Dennis Minium and Jigar Mody
Companies: Medio Systems Inc and Microsoft Corp. and Microsoft Corp.
Address: 701 Pike St # 1500, Seattle, WA, 98101,
Keywords: Web Analytics ; Predictive Modeling ; Social Network Analysis ; Fraud Detection

In this presentation we describe data mining methods related to identifying and eliminating gaming, fraud and other robotic behaviors in the Microsoft web advertising network of hundreds of millions of users, advertisers, and publishers. There are fraudulent actors in each of these populations. To protect network participants from being unfairly exploited we need to combine many data mining methods - predictive modeling, social network analysis, text mining, affinity analysis, etc. - to separate good web traffic from bad.

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