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(a) above shows the growth of online advertising market in US. (b) shows the market share in US. Since the market volume and possible revenues are high; most of the powerful technology companies compete to get a bigger share. These figures solely indicate the magnitude of online advertising business.
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Online advertisement has generated 48.09 billion dollars in 2013 (IAB, 2014) in US sponsoring most of the free services and content on the Internet today. However, problems stemming from the rivalry to get a share of this high revenue can disrupt the system jeopardizing online privacy and security. There have been a lot of malicious cases where fra...
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Online advertisers and analytics services (or trackers), are constantly tracking users activities as they access web services either through browsers or a mobile apps. Numerous tools such as browser plugins and specialized mobile apps have been proposed to limit intrusive advertisements and prevent tracking on desktop computing and mobile phones. F...
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... Contrary, if clients continuously notice interruption or unavailability of m-banking services, they will experience negative perceptions which will develop in reluctance to engage in marketing communication (Zhou, 2012;Vyas and Raitani, 2014;Oger et al., 2015). Ergo, in case the interaction with the company results inadequate for the client, his/her willingness to stay in touch of any means with the company will be conditioned (Hamidi and Safareeyeh, 2019). ...
... Contrary, if clients continuously notice interruption or unavailability of m-banking services, they will experience negative perceptions which will develop in reluctance to engage in marketing communication (Zhou, 2012;Vyas and Raitani, 2014;Oger et al., 2015). Ergo, in case the interaction with the company results inadequate for the client, his/her willingness to stay in touch of any means with the company will be conditioned (Hamidi and Safareeyeh, 2019). ...
The mobile banking channel, although thriving, has been characterised by features such as lack of information or difficult accessibility to direct advice in the mobile communication between clients and banks, making clients’ use of mobile banking services challenging. The failure of mobile banking to provide some traditional banking services is considered a shortage, further leaving negative consequences on mobile banking usage. Thus, in the attempt to understand and mitigate these negative effects, with data from 1,429 actual mobile banking clients, this study identifies the adverse influence of the mobile banking inadequacies on clients’ satisfaction, permission-based mobile marketing tendencies and word-of-mouth. With the idea to overcome the limitations to the mobile banking use, two groups of clients were distinguished, recognising that positive or negative relations are stimulated in accordance with clients’ perception of the importance of ubiquity, as the unique mobile banking attribute.
... Consequently, this opens the way for malicious publishers to create illegal revenue by increasing the numbers of clicks, impressions, and actions on their websites. Publisher click inflation attacks can be classified into two categories: non-coalition and coalition attacks [61]. The former is performed by a single publisher (one fraudster) who solely generates traffic to its resource(s), while the latter involves a coalition attack among a group of publishers who share their systems. ...
Online advertising has become the backbone of the Internet economy by revolutionizing business marketing. It provides a simple and efficient way for advertisers to display their advertisements to specific individual users, and over the last couple of years has contributed to an explosion in the income stream for several web-based businesses. For example, Google's income from advertising grew 51.6% between 2016 and 2018, to $136.8 billion. This exponential growth in advertising revenue has motivated fraudsters to exploit the weaknesses of the online advertising model to make money, and researchers to discover new security vulnerabilities in the model, to propose countermeasures and to forecast future trends in research. Motivated by these considerations, this paper presents a comprehensive review of the security threats to online advertising systems. We begin by introducing the motivation for online advertising system, explain how it differs from traditional advertising networks, introduce terminology, and define the current online advertising architecture. We then devise a comprehensive taxonomy of attacks on online advertising to raise awareness among researchers about the vulnerabilities of online advertising ecosystem. We discuss the limitations and effectiveness of the countermeasures that have been developed to secure entities in the advertising ecosystem against these attacks. To complete our work, we identify some open issues and outline some possible directions for future research towards improving security methods for online advertising systems.
... In the online retailing context, occur three major primary obstacles namely, (i) recognition of users when they are online, (ii) enhancement of unwanted marketing connections towards the users and (iii) entry for the data of the users by the unknown third parties which has fewer relationship with the consumers (Miyazaki & Fernandez, 2000). In order to overcome these kinds of privacy issues, there's a solution called "trusted ad" concept which benefited to secure form unspecified tracking information (Oger, Olmez, Inci, Kücükbay, & Emekci, 2015). Further, when there's high privacy concern occur, it led to disbelief or ad skepticism towards the online advertisements and there are a positive relationship in-between Ad skepticism and the privacy concern (Baek & Morimoto, 2012). ...
In this era, information technology plays a major role in every organization. Besides, those organizations are engaging with online behavioral advertisements (OBA) to promote their businesses. Thus, many users spontaneously neglect those kinds of behavioral advertisements. This study mainly focused to reveal the factors which involve in creating an impact on OBA in the field of online retailing in Sri Lanka. For this research, the data were collected among 430 participants who were getting benefits from the online platforms for their day to day purposes. The convenient sampling method had been used for the study while quantitative methods such as correlation and regression were used for analyzing purposes. In this study, Ad skepticism was used as the moderate variable while privacy concern and perceived personalization were used as the dependent variable. In addition to that advertising avoidance considered as the independent variable. when clarifying among the influencing factors, there was a significant impact of ad skepticism on OBA avoidance. Positive impact occurred privacy concern towards ad skepticism. Other than that, related to the perceived personalization there was a significant negative impact on ad skepticism in this study. When considering the researches according to the Sri Lankan context, OBA is a kind of uninvestigated field comparing with other areas. As well this study also benefits both consumers and the handlers of the online retailing industry, in order to come up with more significant decisions that effect to that field.
... Munir et al. (2017) mentioned that most of the users highly concern about their privacy in online platforms; therefore, they neglect to share any information which asked from advertisers. concerning privacy in online platforms, most of the users installing adblocker onto their web browser to avoid the behavioral advertisement (Oger et al., 2015). Some of past studies found that privacy had create a considerable impact on the online advertising avoidance (Li andHuang, 2016, Munir et al., 2017). ...
As the rapid growth of technology, there're new advertising trends which can deliver the communication messages to the people more accurately. Therefore, every business connecting with the advertising to aware people and to promote their business. Online Behavioral Advertising (OBA) is a trend which developed with the innovation of technology. It's an advertising technique which decides what to show to the audience after tracking their surfing behavior and purchase history. Though these advertisements are beneficial for the business firm to target their audience accurately, the online users tend to avoid these advertisements due to some reasons. However, there are no adequate studies done on finding the factors behind this ad avoidance behavior. Thus this study shed light on this under-researched area focusing on the development of a conceptual framework based on the identified major reasons behind this ad avoidance.
... M. Pärssinen, M. Kotila, R. Cuevas, A. Phansalkar, and J. Manner [9] study the assessment of the impact of online advertising on the environment, Ignacio Redondo and Gloria Aznar [10] deal with the problems in the use of ad blocking and attitude to online consumer advertising. Issues of user privacy in online advertising are disclosed in the paper of M. Oger and others [11]. Q. Chen and others [12] proposed a new rational choice scheme in terms of negative consequences. ...
The launch of contextual advertising starts with shaping a semantic core – a list of key phrases by which Google Ad Words will display ads to users. The quality and completeness of this list largely determine success of a campaign. Keywords in the context are required for two types of advertising: search advertising and ads on partner websites. Lists of keys for campaigns of each type must differ from each other. The data collected from the English-speaking search engine Google (two countries: the US and the UK) for the general request "html" were analyzed and compared in the study. A correlation matrix was used as the method. The volume of observed data with values filled for parameters is N=6,917. Keyword length in both the US and UK markets is negatively correlated with CPC, which gives the conclusion that despite the developed US market, advertisers prefer not to search for a Keyword with multiple words as an ad trigger in the Google search engine.
The purpose of this paper is to explore the key determinants of online ad avoidance where the impact of goal impediment (GI), privacy concern (PC), ad irritation (AI), negative experience (NE), and retargeting (RI) on online ad avoidance (OAA) is explored. Online advertising avoidance can be an action or steps taken by viewers while they are surfing the internet. It is identified as a significant challenge for digital advertising. Literature has implications that goal impediment, privacy concern, ad irritation, and negative experience to be the key determinants of ad avoidance. There are implications that GI, PC, and AI are having an impact on NE and NE has an impact on OAA. Therefore, NE is identified as a mediator. Further RT is identified in the literature as having a moderating role between NE and OAA. To examine the impact of the key determinants and the OAA, 12 hypotheses were developed and a quantitative approach was used with a structured questionnaire for primary data collection. A convenient sample of 300 was collected from the Western province. In terms of measuring the relationships between variables, the researcher employed the Partial Least Square (PLS) structural equation modeling with SPSS and Smart PLS tools. All the direct hypotheses and the mediating hypotheses were supported by the data. Moderating the impact of RT was not supported. The findings of the study reveal valuable implications for online advertisers to consider to improve their reachability and viewership.
Online advertising has become the backbone of the Internet economy by revolutionizing business marketing. It provides a simple and efficient way for advertisers to display their advertisements to specific individual users, and over the last couple of years has contributed to an explosion in the income stream for several Web-based businesses. For example, Google’s income from advertising grew 51.6% between 2016 and 2018, to
$\$ $
136.8 billion. This exponential growth in advertising revenue has motivated fraudsters to exploit the weaknesses of the online advertising model to make money, and researchers to discover new security vulnerabilities in the model, to propose countermeasures and to forecast future trends in research. Motivated by these considerations, this paper presents a comprehensive review of the security threats to online advertising systems. We begin by introducing the motivation for online advertising system, explain how it differs from traditional advertising networks, introduce terminology, and define the current online advertising architecture. We then devise a comprehensive taxonomy of attacks on online advertising to raise awareness among researchers about the vulnerabilities of online advertising ecosystem. We discuss the limitations and effectiveness of the countermeasures that have been developed to secure entities in the advertising ecosystem against these attacks. To complete our work, we identify some open issues and outline some possible directions for future research towards improving security methods for online advertising systems.
