Skip to main content
SpringerLink
Log in

Content Discovery Advertisements: An Explorative Analysis

  • Conference paper
  • First Online:
Global Security, Safety and Sustainability - The Security Challenges of the Connected World (ICGS3 2017)

Part of the book series: Communications in Computer and Information Science ((CCIS,volume 630))

  • 1662 Accesses

Abstract

Content discovery advertisements are type of native ads which have gained traction for driving ad traffic. These advertisements are being hosted on supposedly reputed websites and their popularity has been growing however it has been reported in the media that these ads are deploying click bait ads. In this research, these ads were evaluated for a period of one month to study and examine their credibility. It was found that significant percentage of these ads were malicious in nature.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 39.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  1. Li, Z., Zhang, K., Xie, Y., Yu, F., Wang, X.: Knowing your enemy: understanding and detecting malicious web advertising. In: Proceedings of the ACM Conference on Computer and Communications Security, pp. 674–686. ACM (2012)

    Google Scholar 

  2. Levi, L.: A faustian pact: native advertising and the future of the press. Ariz. L. Rev. 57, 647 (2015)

    Google Scholar 

  3. WSJ. http://www.wsj.com/articles/outbrain-taboola-make-their-mark-on-online-advertising-industry-1426765357

  4. Datanyze. https://www.datanyze.com/market-share/content-syndication-networks/outbrain-vs-taboola

  5. Builtwith. http://trends.builtwith.com/ads/Outbrain/Market-Share

  6. https://www.taboola.com/drive-traffic-and-leads-content-discovery

  7. FastCompany. http://www.fastcompany.com/3054205/fast-feed/with-1-billion-monthly-clicks-taboola-is-the-worlds-biggest-content-discovery-tool

  8. http://www.outbrain.com/

  9. https://www.taboola.com/advertiser-help-center/bidding-and-budget-recommendations

  10. BBCNews. http://www.bbc.co.uk/news/business-29322578

  11. http://www.ft.com/cms/s/0/80a8ce54-a61d-11e4-9bd3-00144feab7de.html

  12. Walther, M.: Unsupervised extraction of product information from semi-structured sources. In: IEEE 13th International Symposium on Computational Intelligence and Informatics (CINTI), pp. 257–262 (2012)

    Google Scholar 

  13. Lawson, R.: Web Scraping with Python. Packt Publishing, Birmingham (2015)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. University of East London, London, UK

    Raghavender Rao Jadhav Balaji, Andres Baravalle, Ameer Al-Nemrat & Paolo Falcarin

Authors
  1. Raghavender Rao Jadhav Balaji
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Andres Baravalle
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Ameer Al-Nemrat
    View author publications

    You can also search for this author in PubMed Google Scholar

  4. Paolo Falcarin
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Raghavender Rao Jadhav Balaji .

Editor information

Editors and Affiliations

  1. GSM London Meridian House, London, United Kingdom

    Hamid Jahankhani

  2. SC Strategy Limited, London, United Kingdom

    Alex Carlile

  3. Kaspersky Lab, London, United Kingdom

    David Emm

  4. Leeds Beckett University, Leeds, United Kingdom

    Amin Hosseinian-Far

  5. Northumbria University, London, United Kingdom

    Guy Brown

  6. Northumbria University, Newcastle upon Tyne, United Kingdom

    Graham Sexton

  7. QAHE with Northumbria University, London, United Kingdom

    Arshad Jamal

Rights and permissions

Reprints and permissions

Copyright information

© 2016 Springer International Publishing AG

About this paper

Cite this paper

Jadhav Balaji, R.R., Baravalle, A., Al-Nemrat, A., Falcarin, P. (2016). Content Discovery Advertisements: An Explorative Analysis. In: Jahankhani, H., et al. Global Security, Safety and Sustainability - The Security Challenges of the Connected World. ICGS3 2017. Communications in Computer and Information Science, vol 630. Springer, Cham. https://doi.org/10.1007/978-3-319-51064-4_12

Download citation

  • DOI: https://doi.org/10.1007/978-3-319-51064-4_12

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-51063-7

  • Online ISBN: 978-3-319-51064-4

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation