Facebook’s Efforts against Ad FraudAssociation of Business Training
November 27, 2013 — 838 views
Facebook has emerged as a major social network and a force to reckon with on the internet. It already has millions of users and gets the lion’s share of online traffic. It was founded less than 10 years ago and has quickly become the destination of choice for many internet users.
At the same time Facebook has also built and advertisement infrastructure. This has helped it to gain more revenue and to placate its investors. Facebook advertising is known to be effective because they directly target the users according to their likes or dislikes. Many brands have successfully used Facebook advertising to promote themselves on Facebook and reach a completely new demographic.
At the same time, the problem of Ad Fraud has also risen up in recent times. Ad Fraud occurs when companies fraudulently use Facebook to post spam on user’s accounts or when they try to promote defective or fake products on Facebook. Many times the advertising is used to promote nonexistent companies which in most cases is a phishing attack.
Efforts by Facebook
Facebook has made several efforts to counter this trend. It has made it mandatory for companies to log in to Facebook using their real names and credentials. Facebook has also instituted provisions to verify user accounts to ensure that they are not fake. Facebook is making use of regression analysis to track the behavior of users and advertisers and to detect any anomaly. An anomaly usually indicates malicious behavior and can usually be fixed as soon as it is detected.
It must be remembered that most Facebook users have good intentions and fraudsters are quite rare. This makes it harder to detect fraud and scams. But nevertheless, most of Facebook’s efforts so far have paid off.
Future of Ad Fraud
Ad Fraud is likely to mutate and turn into something else in the future. What it is going to become is not known but we only speculate. Recent trends indicate that more attacks are likely to now come from outside Facebook. Newer attacks might target the user’s browsers and computers instead of their accounts. This will require more efforts from Facebook and probably also legislation to counter it.
In any case, Ad Fraud which could have turned into a major security issue is for the time being under control thanks to the efforts of companies like Facebook. At the same time users also need to be vigilant and help Facebook in its efforts.