REDUCING ADVERTISING FRAUD IN DIGITAL MARKETING WITH ARTIFICIAL INTELLIGENCE

Ivona Velkova
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Ivona Velkova: University of National and World Economy, Sofia, Bulgaria

Innovative Information Technologies for Economy Digitalization (IITED), 2023, issue 1, 79-88

Abstract: The continuous digitization of the global economy brings about connectivity and opportunities for bus inesses to engage with consumers. However, it also introduces various threats in the online space. On e of these threats is ad fraud, which jeopardizes the integrity and effectiveness of online advertising ca mpaigns in an increasingly digitized economy. Artificial intelligence (AI), equipped with real-time dat a analysis capabilities and advanced algorithms for pattern recognition, offers effective ways to count eract such attacks. Through the analysis of extensive datasets, AI can distinguish genuine user interac tions in the digital realm from fraudulent ones, identify anomalies, and adapt rapidly to evolving fraud ulent tactics. This document presents an approach to mitigating ad fraud, with a specific focus on its i mpact and the role of AI in addressing this challenge, promoting the creation of a more secure and res ilient digital economy.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:nwe:iitfed:y:2023:i:1:p:79-88

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