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Indian-origin researchers propose new method for preventing pay-per-click fraud

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New York: Indian-origin researchers have proposed a new method for detecting fraud from the pay-per-click model – a pricing model used for online advertising.

“If somebody likes something, they can click on the ad and go directly to the site. Hopefully, that translates to a sale. No matter whether it does or not, the advertiser pays for these clicks. In the pay-per-click model, if people or bots are clicking fraudulently, then the advertiser is losing money,” said Suresh Radhakrishnan, professor at the University of Texas in the US.

The researchers have proposed a way to support technological improvements to check fraud which, they said, is affecting the advertising industry as a whole.

The study considers identifying click fraud as a three-stage process: the service provider — for example, Google or Yahoo — classifies clicks as fraudulent or not.

Then, the advertiser does the same, using his technology. If there is a disagreement, the service provider examines further and its conclusion is considered binding.

The problem with the new approach is intuitive. For a service provider, if he gets paid, it doesn’t matter whether it’s a valid click or a fraudulent.

But the advertiser would want to verify whether the click is fraudulent or not. Even if the click is valid, the advertiser may say that it’s fraudulent because of the pay-per-click cost, the researchers explained.

To solve the problem, the researchers suggested that an independent third party investigate and flag fraudulent clicks when a conflict arises between the advertiser and the service provider.

“In the long term, for the pay-per-click model to survive, you will need to make sure both parties are happy, so technologies will have to get to a point where click fraud is minimized,” Varghese Jacob, vice dean of the Naveen Jindal School of Management.

“People will have to invest in such improvements. Otherwise the pay-per-click model may not be sustainable,” Jacob noted.

The findings appeared in the journal Information Systems Research. (IANS) (Photo: http://www.lifehack.org)

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The CBI Arrests Two Senior Retired Officers Of Bank Of India

The agency in an FIR had said that the DPIL, which manufactures electric cables and

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The CBI Arrests Two Senior Retired Officers Of Bank Of India: Bank Of India Fraud
The CBI Arrests Two Senior Retired Officers Of Bank Of India: Bank Of India Fraud. IANS

The CBI today arrested two senior retired officers of Bank of India in connection with alleged loan fraud of Rs 2,654 crore by Vadodara-based Diamond Power Infrastructure Ltd. (DPIL) in the bank. V V Agnihotri and P K Shrivastava, retired GM and DGM respectively, had allegedly granted undue favours to the company in granting credit limits, the officials said.

They said both have been arrested today and will be produced before special court in Ahmedabad tomorrow.The promoters of the company were arrested in April this year. The agency in an FIR had said that the DPIL, which manufactures electric cables and equipment, is promoted by Suresh Narain Bhatnagar and his sons Amit and Sumit, who are also the directors of the firm.

Bank of India
Bank of India. Flickr

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The loan, it said, was declared a non-performing asset in 2016-17. “It is alleged that the DPIL, through its management, fraudulently availed credit facilities from a consortium of 11 banks (both public and private) since 2008, leaving behind an outstanding debit of Rs 2,654.40 crore as of June 29, 2016,” the agency had said. (IANS)

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