Click Fraud Detection of Online Advertising–LSH Based Tensor Recovery Mechanism

Abstract

Online advertising utilizes the Internet technique to deliver marketing messages to promotional consumers. It is growing in recent years to facilitate the increasing demands of electronic commerce. Advertisers bid and pay for the advertisement whenever potential customers click it. The way of Pay-Per-Click (PPC) is vulnerable to malicious clicks that mimic real user behaviour to trick the platform into counting their clicks as legitimate. It causes massive financial losses on advertisers and also significantly reduces the credibility of online advertising platforms. The common strategies to detect fraud clicks are dynamically tailoring and interpreting data based on the machine learning model. These algorithms treat multi-dimensional data as an individual feature vector or matrix, making it different to explore intrinsic relations among a sequence of data. Million daily fraud clicks on various types further disperse the focus of models and result in relatively low efficiency for the current fraud prediction system. To tackle the fraud click problem, we introduce a tensor-based mechanism to predict fraud clicks. This paper considered reconstructing data into a high-rank tensor, implement tensor decomposition and transformation to explore hidden information under each data and explore the joined effect among a sequence of data. The proposed tensor transformation algorithm with locality-sensitive hashing (LSH) is tested by extensive experiments using real-world data. Compared with the state-of-art machine learning algorithms, our model can achieve significant performance in terms of accuracy and prediction-recall rate.