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How cybercriminal communities grow and change: An investigation of ad-fraud communities

Abstract : the topic of advertising fraud itself has received little academic attention. Here, we investigate this gap between practice and research through an exploration of ad-fraud communities. Our research implemented a multimethod approach for data collection in a longitudinal (18 months, October 2017 to April 2019) online investigation of this phenomenon. Integrating qualitative and quantitative analysis, we examined (1) internal interactions within ad-fraud communities and (2) ad-fraud communities' performance and growth. Our online investigation extends our conceptual understanding of ad-fraud and explains how ad-fraud communities innovate. Our findings indicate that capabilities enacted by some communities foster requisite variety and enable the coordination of complex, iterative, and incremental dynamics (cocreation of artificial intelligence-based bots, customer involvement, and reinforcing capabilities). This research has both theoretical and practical implications for innovation in cybercriminal communities. Furthermore, we provide practical guidance for policy-makers and advertisers regarding how to improve their response to business threats. Indeed, a better understanding of how ad-fraud communities innovate enables organizations to develop countermeasures and intelligence capabilities.
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https://hal.archives-ouvertes.fr/hal-03403899
Contributor : Jean-Loup Richet Connect in order to contact the contributor
Submitted on : Tuesday, October 26, 2021 - 9:23:54 PM
Last modification on : Wednesday, October 27, 2021 - 10:37:49 AM

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Jean-Loup Richet. How cybercriminal communities grow and change: An investigation of ad-fraud communities. Technological Forecasting and Social Change, Elsevier, In press, 174, ⟨10.1016/j.techfore.2021.121282⟩. ⟨hal-03403899⟩

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