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The Dynamically Modified BoW Algorithm Used in Assessing Clicks in Online Ads

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Artificial Intelligence and Soft Computing (ICAISC 2019)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 11509))

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Abstract

In this paper we present an algorithm that identifies fraud in online advertising systems such as CPC (Cost Per Click also called PPC Pay-Per-Click). This model used in online advertising is particularly sensitive because it can be exploited by making invalid clicks on an advertisement. This results in additional costs for the advertiser, reduced possibility of reaching the most interested viewers and fraudulent results of an advertising campaign. The dynamically modified BoW (Bag-Of-Words) algorithm presented in the article allows us to identify repetitive clicks made by dishonest publishers or by automatic software, i.e. bots. The algorithm uses data obtained directly on an advertiser’s website. The paper also presents the results of an experimental research confirming effectiveness of the proposed methods.

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Author information

Authors and Affiliations

  1. Institute of Computational Intelligence, Czestochowa University of Technology, Al. Armii Krajowej 36, 42-200, Częstochowa, Poland

    Marcin Gabryel

  2. Information Technology Institute, University of Social Sciences, 90-113, Łodz, Poland

    Krzysztof Przybyszewski

  3. Clark University, Worcester, MA, 01610, USA

    Krzysztof Przybyszewski

Authors
  1. Marcin Gabryel
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  2. Krzysztof Przybyszewski
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Corresponding author

Correspondence to Marcin Gabryel .

Editor information

Editors and Affiliations

  1. Częstochowa University of Technology, Częstochowa, Poland

    Leszek Rutkowski

  2. Częstochowa University of Technology, Częstochowa, Poland

    Rafał Scherer

  3. Częstochowa University of Technology, Częstochowa, Poland

    Marcin Korytkowski

  4. University of Alberta, Edmonton, AB, Canada

    Witold Pedrycz

  5. AGH University of Science and Technology, Kraków, Poland

    Ryszard Tadeusiewicz

  6. University of Louisville, Louisville, KY, USA

    Jacek M. Zurada

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Gabryel, M., Przybyszewski, K. (2019). The Dynamically Modified BoW Algorithm Used in Assessing Clicks in Online Ads. In: Rutkowski, L., Scherer, R., Korytkowski, M., Pedrycz, W., Tadeusiewicz, R., Zurada, J. (eds) Artificial Intelligence and Soft Computing. ICAISC 2019. Lecture Notes in Computer Science(), vol 11509. Springer, Cham. https://doi.org/10.1007/978-3-030-20915-5_32

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  • DOI: https://doi.org/10.1007/978-3-030-20915-5_32

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-20914-8

  • Online ISBN: 978-3-030-20915-5

  • eBook Packages: Computer ScienceComputer Science (R0)

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