Glossary

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Account-Based Marketing

A marketing strategy that focuses on targeting specific accounts or organizations rather than individual consumers.

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Ad Bots

Automated software or scripts that are designed specifically to defraud the online advertising ecosystem, by generating false ad metrics.

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Ad Click Farm

A network of devices or accounts used to generate fraudulent clicks on ads, often through the use of bots or other automated means.

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Ad Delivery

The process of serving an ad to a target audience.

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Ad Fraud

Deceptive practice of generating fraudulent clicks, impressions or conversions in online advertising.

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Ad Group

A collection of similar ads within a larger advertising campaign.

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Ad Injection

Unauthorized display of ads on websites or apps, without the knowledge or consent of the website/app owner.

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Ad Network Fraud

Fraudulent activity by ad networks, to generate revenue for themselves by inflating ad metrics or stealing advertiser budgets.

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Ad Position

The location of an ad on a page or screen, which can impact visibility and performance.

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Ad Rank

A metric used to determine the position of an ad in a search engine results page or other display environment.

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Ad Relevance

The degree to which an ad is relevant and meaningful to its intended audience.

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Ad Rotation

The process of rotating different ads in and out of an ad space to improve performance and ensure that each ad gets equal exposure.

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Ad Scraping

Stealing ads from legitimate websites to display on low-quality or fraudulent sites, generating revenue for the fraudster.

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Ad Stacking

Overlaying multiple ads on top of each other in a single ad unit, to maximize impressions and revenue for the fraudster.

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Ad Verify Fraud

Fraudulent manipulation of ad verification systems, to falsely certify that an ad has been displayed to a genuine audience.

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Ad Ware

Malicious software that displays unwanted ads on a user's device, often as part of a larger ad fraud scheme.

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Advertiser Bot

Bots or scripts that simulate user engagement with an ad, in order to increase impressions, clicks, and conversions, while deceiving the advertiser.

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Affiliate Fraud

An illegal action where an affiliate misrepresents an offer to receive commission payments.

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App Install Farms

A group of people who install apps to generate revenue for the person or entity behind the app.

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Auto-refresh

A feature that automatically reloads a page after a specified interval.

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Automation Tool

A software that automates repetitive tasks.

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Behavioral Anomalies

Deviations from typical behavior that may indicate fraud.

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Bid Strategy

A plan for determining the maximum amount an advertiser is willing to pay for a given advertising placement or action.

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Bot

An automated program that can perform tasks on the internet.

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Bot Traffic

Automated traffic generated by bots or scripts, often used for ad fraud.

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Bots

Automated programs that can perform tasks on the internet.

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Bounce Rate

The percentage of visitors to a website who leave after only viewing a single page.

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Broad Match Modifier

A feature in search engine advertising that allows an advertiser to specify keywords that must be included or excluded from a broad match query.

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Buyer Persona

A representation of a target customer, based on data and research, used to inform marketing strategies.

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Chargeback Fraud

An illegal activity where a customer disputes a legitimate charge with their bank.

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Click Farm

A group of people who click on online ads to generate revenue for the person or entity behind the ad.

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Click Fraud

Fraudulent clicks generated on online ads, to inflate ad impressions or to generate revenue for the fraudster.

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Click Injection

The practice of artificially inflating click counts by injecting fake clicks into a system.

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Click Spam

The practice of clicking on ads repeatedly to generate revenue for the person or entity behind the ad.

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Client-Side Detection

Detection of fraudulent activity using client-side technologies, such as browser scripts.

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Compliance Fraud

Fraud that violates regulatory compliance requirements.

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Conversion Fraud

Fraudulent generation of conversions on an ad, for the purpose of receiving commissions or incentives.

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Conversion Tracking

The process of tracking and measuring the success of advertising campaigns in terms of conversions or other desired actions.

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Cookie Stuffing

Planting cookies on users' computers without their knowledge, to track and fraudulently generate clicks or conversions.

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Cookies

Small text files stored on a user's device by a website, used to remember user preferences or actions.

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Cost-per-Mille (CPM)

A pricing model for online advertising, where the advertiser pays for every 1,000 impressions.

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Crawler

A program that automatically navigates and extracts data from websites.

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Custom Audience

A target audience defined by a advertiser, based on their own data such as email addresses or website visitors.

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Custom Intent Audience

A target audience defined by a advertiser, based on user intent signals such as search terms or web pages visited.

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Customer Acquisition

The process of acquiring new customers for a business.

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Customer Acquisition Security (CAS)

Security measures taken to prevent fraud during the customer acquisition process.

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Customer Lifetime Value

A prediction of the total value a customer will bring to a business over the course of their relationship.

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DV360

A demand-side platform (DSP) that allows advertisers to buy and manage display and video advertising across various exchanges and inventory sources.

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Data Center Traffic

The amount of data being sent and received by a data center.

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Dayparting

The practice of scheduling and displaying ads at specific times of the day or days of the week, based on target audience behavior patterns.

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Demand Generation

The process of creating and nurturing interest in a product or service, with the goal of generating demand and driving sales.

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Direct Traffic

Traffic to a website that comes directly from a user typing the URL into their browser or clicking a bookmark, rather than from an external referral source.

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Display Network

A network of websites and apps where display ads can be shown to a target audience.

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Domain Spoofing

Faking the domain information of an ad, to trick advertisers into thinking their ads are being shown on a premium website, when in reality they are on a low-quality or fraudulent site.

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Dynamic Ad Targeting

The process of showing ads to a target audience based on dynamic criteria such as location, device, or user behavior.

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Dynamic Search Ads Targeting

A form of search advertising that automatically generates ads based on a website's content, rather than specific keywords.

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Enhanced CPC

A bidding strategy in Google Ads, where the platform automatically adjusts bids to help increase the chances of a conversion.

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Exact Match

A keyword match type in search advertising, where ads are only shown when the exact keyword is searched for, without any additional terms.

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Excessive Rate Limit

A rate that exceeds a specified limit, indicating potential fraud.

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Expanded Text Ads

A type of text-based ad in Google Ads, that offers a longer headline and description compared to traditional text ads.

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Facebook Ads Manager

A platform for creating, managing, and analyzing Facebook and Instagram ad campaigns.

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Facebook Audience Network

A network of partner apps and websites where Facebook ads can be displayed to a target audience.

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Facebook Remarketing

The process of showing ads to people who have previously interacted with a business on Facebook, to encourage them to return and complete a desired action.

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False Representation

Misrepresentation of information, which can be a form of fraud.

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Fraudulent impressions

Impression data that has been manipulated or generated fraudulently.

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Frequency Capping

The practice of limiting the number of times an ad is shown to a single user, to avoid over-exposure and increase relevance.

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General Invalid Traffic

Traffic that does not meet the criteria for valid traffic, such as being generated by bots.

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Hidden/stacked/covered or otherwise intentionally obfuscated ad serving

The practice of serving ads in a way that makes them difficult or impossible to see.

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I-frames

An HTML element that allows a page to be embedded within another page.

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Impression Fraud

Fraudulent generation of ad impressions by bots or automated scripts, inflating ad metrics and costing advertisers.

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Invalid Impressions

Impressions that do not meet the criteria for valid impressions, such as being generated by bots.

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Invalid Malicious Activity

Activity that is determined to be fraudulent and malicious.

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Invalid Suspicious Activity

Activity that is suspected to be fraudulent.

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Invalid Traffic

Non-human traffic generated by bots, proxy servers or other automated means, that does not represent genuine user engagement.

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Invalid Traffic (IVT)

Traffic that does not meet the criteria for valid traffic, such as being generated by bots.
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Invalid Visit

A visit to a website that is determined to be fraudulent.

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JavaScript Disabled Browser

A browser with JavaScript disabled, which can impact the detection of fraud.

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Location Fraud

Fraud that involves manipulating or falsifying location data.

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Network Anomalies

Deviations from typical network behavior that may indicate fraudulent activity.

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Pay-Per-Click (PPC) Fraud

Fraudulent generation of clicks on PPC ads, to increase costs for the advertiser and generate revenue for the fraudster.

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Pixel Stuffing

The practice of placing more pixels into an ad space than is specified, leading to a distorted display of the ad.

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Proxy

A server that acts as an intermediary between a user's device and the internet, allowing the user to hide their IP address and location.

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Re-Visit

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Retargeting fraud

Fraudulent activity related to retargeting, such as falsely inflating the number of retargeted impressions.

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Scraper

A program or tool used to extract data from websites automatically.

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Serve-Side Detection

Detection of fraudulent activity using server-side technologies, such as server logs.

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Skewed BI

Business intelligence data that has been manipulated or is otherwise unreliable.

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Skewed Optimization

Optimization that is based on unreliable or manipulated data.

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Sophisticated Bot Driven Installs

The use of advanced bots to generate false installs of apps.

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Sophisticated Invalid Traffic

Invalid traffic that is generated by advanced bots or other sophisticated methods.

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Sophisticated activity-based fraud detection

Advanced fraud detection methods that rely on complex algorithms to analyze user behavior and detect fraudulent activity.

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Sourced Traffic

Traffic that originates from a specific source, such as a particular website or channel.

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Spambot

A bot designed to send spam messages automatically.

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Spoofing

Faking or falsifying information to trick an advertising system into thinking the fraudster's activity is genuine.

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User-Agent Spoofing

The practice of disguising the identity of a user's device or browser by falsifying the user-agent string.

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Viewability Fraud

Fraudulent generation of ad impressions that are not actually viewable by users, to inflate ad metrics and revenue for the fraudster.

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Viewable ad impression

An ad impression that is counted when at least 50% of the ad's pixels are in view for at least 1 second.

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Viewable browser space

The portion of a user's browser window that is visible and can display an ad.

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Virtual Private Network (VPN)

A network that uses encryption to protect online privacy and security.