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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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PNB Fraud: CBI Questions Top Gitanjali Official

Modi, his family and Choksi had left the country in early January

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Punjab National Bank is facing many setbacks from early this year Wikimedia Commons
ED seizes Nirav Modi's valuables. Wikimedia Commons
  • CBI starts interrogating Gitanjali officials
  • The interrogation was due to the PNB fraud
  • PNB is facing many multi-million frauds happening

The CBI on Tuesday began questioning the Vice President of Banking Operations of Mehul Choksi’s Gitanjali Group in connection with its ongoing probe into the multi-crore PNB fraud case, officials said.

Punjab National Bank has face multi-million dollars frauds this year.
Punjab National Bank has face multi-million dollars frauds this year.

“Vipul Chitalia was picked up for questioning,” a Central Bureau of Investigation (CBI) official in Delhi told IANS. He said Chitalia was taken away from the Mumbai airport by the CBI, soon after he landed in the city from Bangkok.

Choksi, along with diamond jeweller Nirav Modi, has been accused of defrauding the Punjab National Bank of Rs 12,600 crore, including Rs 1,300 crore being added to the fraud kitty on February 26.

The CBI had filed the first FIR in the scam on February 14 against Nirav Modi, his wife Ami, brother Nishal, uncle Choksi and his firms Diamond R US, Solar Exports and Stellar Diamond.

fraud
The PNB approached the CBI for a second time against another fraud. Pixabay

Modi, his family and Choksi had left the country in early January. The CBI filed a second FIR on February 15 for a Rs 4,886.72-crore fraud against Choksi’s Gitanjali Group.

Till date, the Enforcement Directorate (ED) has carried out searches at over 198 locations across the country and seized properties worth nearly Rs 6,000 crore, while the CBI has arrested at least 18 persons in the case so far. IANS

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