Mobile advertising company BuzzCity<\/strong> has announced it is teaming up with academics from the National University of Singapore (NUS)<\/strong> in an attempt to further safeguard ad quality online.<\/p>\n

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The campaign tackles use of the dominant advertising model Cost Per Click (CPC), ensuring users can\u2019t generate fraudulent clicks – either manually, or through the use of specially designed \u2018bots\u2019.<\/p>\n

Click fraud can seriously damage the effectiveness of an advertising campaign, and is also damaging for website visitors, causing promotional messages to become misleading and unreliable.<\/p>\n

BuzzCity CEO, Dr K F Lai<\/strong>, said: \u201cAs mobile traffic and internet advertising grows, click fraud has the potential to diminish the trust of advertisers who otherwise should be getting better returns from their growing mobile budgets.\u201d<\/p>\n

The company\u2019s sophisticated algorithms find specific patterns in data, including IP addresses, user sessions, carrier information, and browser detection. These provide clues that help BuzzCity monitor potential fraud.<\/p>\n

\u201cBuzzCity already has a system in place to detect and discard fraudulent clicks before they reach advertisers\u2019 accounts, but we want to ensure that it doesn\u2019t become an issue moving forward.\u201d<\/p>\n

Their collaboration with a research team at the NUS aims to take this existing defence further, Lai said, with members of the Department of Computer Science using their expertise in the field to analyse data collected by BuzzCity.<\/p>\n

Professor Wong Lim Soon<\/strong>, head of computer science as NUS said: \u201cWhile it may never be possible to reveal the intent behind a click, research like this \u2013 whether it is a competitor who has a vested interest in draining its rival\u2019s ad spend, or a publisher who wants to earn more money without investing in the audience \u2013 will help create mathematical models to better identify quality traffic for advertisers, and improve earnings for publishers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Mobile advertising company BuzzCity has announced it is teaming up with academics from the National University of Singapore (NUS) in an attempt to further safeguard ad quality online. The campaign tackles use of the dominant advertising model Cost Per Click (CPC), ensuring users can\u2019t generate fraudulent clicks – either manually, or through the use of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[16,3,24],"tags":[192,191],"_links":{"self":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5817"}],"collection":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=5817"}],"version-history":[{"count":0,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=\/wp\/v2\/posts\/5817\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=5817"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=5817"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.mobiadnews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=5817"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}