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Ad Fraud Terminologies

Ad Fraud
Intentional falsification or obfuscation of the engagement on an ad.

Ad Injection
The insertion of visible or hidden ads into an app or web page without the owner’s or publisher’s permission.

Blacklisting
The process of preventing the display of ads by referring to established lists of bad IP addresses, fraudulent domains, or other criteria.

Bots
Bots are automated programs that can view or engage with digital content such as ads, text, video, images, audio, and more.

Bot Detection
The process of analyzing and identifying whether traffic and impressions are from humans or bots.

Bot Prevention
The process of blocking bot traffic and impressions in ad inventories to prevent their fraudulent actions.

Botprint
A digital fingerprint of observed characteristics from an impression, page view, or other online activity, which helps identify bot traffic.

Bot Traffic
Online traffic from automated agents that can include ad views and various other types of activities.

Botnet
A collection of compromised or illegally deployed computers that perform a range of automated online activities, as well as the infrastructure used to create bots.

Click Farming
This type of ad fraud involves large numbers of human workers, often in multiple locations, who are paid to view ads or click on them for the purpose of earning commissions for a fraudulent party.

Domain Blacklisting
Preventing ads from being served on domains that are known to be bad operators.

Impression
An impression is said to occur when an online ad is delivered from a specific inventory. Impressions are segregated between mobile and desktop devices, and are recorded by ad servers to bill advertisers or agencies

PPC (Pay-per-Click)
A system of ad purchase and sale in which buyers pay sellers a pre-agreed figure per click generated on an ad.

Publisher
A publisher could be a website owner, operator, and/ or content producer, who sells digital ad inventory and may purchase third-party traffic to boost views or engagement.

Retargeting
A method of serving ads to visitors based on their earlier online activity, often involving cookies and other ways of identifying individual visitors.

Traffic
The total number of visitors to a particular website, page, or other digital content, including ad impressions.

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