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Pitfalls and Fraud In Online Advertising Metrics

What Makes Advertisers Vulnerable to Cheaters, And How They Can Protect Themselves

Benjamin Edelman
DOI: 10.2501/JAR-54-2-127-132 Published 1 June 2014
Benjamin Edelman
Harvard Business School,
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ABSTRACT

How does online advertising become less effective than advertisers expect and less effective than measurements indicate? The current research explores problems that result, in part, from malfeasance by outside perpetrators who overstate their efforts to increase their measured performance. In parallel, similar vulnerabilities result from mistaken analysis of cause and effect—errors that have become more fundamental as advertisers target their advertisements with greater precision. In the paper that follows, the author attempts to identify the circumstances that make advertisers most vulnerable, notes adjusted contract structures that offer some protections, and explores the origins of the problems in participants' incentives and in legal rules.

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Vol 54 Issue 2

Journal of Advertising Research: 54 (2)
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Pitfalls and Fraud In Online Advertising Metrics
Benjamin Edelman
Journal of Advertising Research Jun 2014, 54 (2) 127-132; DOI: 10.2501/JAR-54-2-127-132

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Pitfalls and Fraud In Online Advertising Metrics
Benjamin Edelman
Journal of Advertising Research Jun 2014, 54 (2) 127-132; DOI: 10.2501/JAR-54-2-127-132
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More in this TOC Section

  • Resisting the Siren Call Of Popular Digital Media Measures
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