Naslov
DIGITAL MARKETING DETECTION, PREVENTION AND CONSEQUENCES OF FRAUD AND ABUSES

Autori
Škrtić, Dražen

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, stručni

Izvornik
SECOND INTERNATIONAL SCIENTIFIC AND PROFESSIONAL CONFERENCE ''FEDOR ROCCO'' marketing & communications theme: LIVING IN A DIGITAL AGE: SOCIAL ASPECTS, Book of abstract. / Grmuša, Tanja - Zagreb : Zagreb School of Busines, 2016, 16-16

ISBN
978-953-57657-7-6

Skup
SECOND INTERNATIONAL SCIENTIFIC AND PROFESSIONAL CONFERENCE ''FEDOR ROCCO'' marketing & communications theme: LIVING IN A DIGITAL AGE: SOCIAL ASPECTS

Mjesto i datum
Zagreb, Hrvatska, 18.03.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
digital advertising; fraud; Digital Marketing

Sažetak
Digital marketing is form of promotion via Internet with purpose of presenting advertising me messages to potential clients in each and all aspects of business. Potential clients use Internet during work, leisure and game thus giving advertisers the possibility of segmentation, monitoring, targeted approach to potential clients and current responses to the preferences and behavior of potential customers during daily use of the internet. The advertising industry uses new digital channels that replace traditional media and provide advertising opportunities unavailable in traditional media. The popularity of digital advertising technology is growing rapidly and creative digital advertising are becoming more widespread on the internet sites, search engines and mobile platforms. The growth of digital advertising industry, especially the profit from providing services of digital advertising attracts a large number of people who trough fraud, malicious activity and abuse of sophisticated try to obtain a direct or indirect material benefit, by increasing the number of times an advertisement was shown an advertisement less visible and accessible to the potential clients. Fraud and abuse in digital advertising company are almost impossible to completely avoid, but harmful consequences of fraud and abuse can be reduced to an acceptable level. The paper presents an innovative approach to detecting malicious activity, prevention and damage limitation as a result of fraud abuse. The aim of the paper is to raise awareness of the threats that reduce the effectiveness of digital advertising campaigns, possible fraud and abuse during digital advertising campaigns and to present proposals and recommendations for prevention, detection and damage limitation.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Pravo, Informacijske i komunikacijske znanosti

POVEZANOST RADA