BotSpot++: A Hierarchical Deep Ensemble Model for Bots Install Fraud Detection in Mobile Advertising

Mobile advertising has undoubtedly become one of the fastest-growing industries in the world. The influx of capital attracts increasing fraudsters to defraud money from advertisers. Fraudsters can leverage many techniques, where bots install fraud is the most difficult to detect due to its ability to emulate normal users by implementing sophisticated behavioral patterns to evade from detection rules defined by human experts. Therefore, we proposed BotSpot 1 for bots install fraud detection previously. However, there are some drawbacks in BotSpot, such as the sparsity of the devices’ neighbors, weak interactive information of leaf nodes, and noisy labels. In this work, we propose BotSpot++ to improve these drawbacks: (1) for the sparsity of the devices’ neighbors, we propose to construct a super device node to enrich the graph structure and information flow utilizing domain knowledge and a clustering algorithm; (2) for the weak interactive information, we propose to incorporate a self-attention mechanism to enhance the interaction of various leaf nodes; and (3) for the noisy labels, we apply a label smoothing mechanism to alleviate it. Comprehensive experimental results show that BotSpot++ yields the best performance compared with six state-of-the-art baselines. Furthermore, we deploy our model to the advertising platform of Mobvista, 2 a leading global mobile advertising company. The online experiments also demonstrate the effectiveness of our proposed method.

Instant Gloss: Promoting Paint in 1840s Paris. The Example of Louis Viard’s Chromo-Duro-Phane Varnish

While often operating the margins of propriety, advertisers and marketers are constrained by the social mores of their times. During the early nineteenth century, product promotion opportunities were limited to a mix of newspapers, hoardings and pamphlets. Some enterprising entrepreneurs and innovative individuals pushed the envelope of the acceptable, effectively creating new standards. This paper presents the first case study where the advertising and marketing strategies of a single French entrepreneur are being examined in depth. To successfully promote his products, the small-scale paint manufacturer Louis Viard employed a range of strategies. These ranged from the true and tried media of newspaper advertisements, product packaging and advertising cards to more innovative modes of promotion, such as mobile advertising on delivery carts as well as flamboyant street processions, to clever and engaging use of billboards and product placement in plays. In addition, he maintained a workforce of loudly attired roaming painters, who combined promotion and marketing at the same time.

Parents’ literacy on mobile advertising aimed at children: a cross - cultural approach

Purpose The use of mobile devices by children and adolescents is increasing significantly; therefore, it is relevant to research the level of advertising literacy (AL) of parents who act as mediators between children and mobile advertising. This study aims to explore the conceptual, moral and attitudinal dimensions of AL and its relationship with different styles of parental control. Design/methodology/approach A cross-sectional survey was applied simultaneously to a sample of parents with children between 5 and 16 years old in three Spanish-speaking countries: Mexico, Spain and Colombia. Participants from the three countries were recruited via online social media networks and were asked to fill in an online survey. A questionnaire, which has been adapted from previous literature to suit the mobile advertising context and the population of interest, was designed. Cross-country samples of varying sizes, with a predetermined quota of 200 participants for each country, were used. The total sample consisted of 1,454 participants. Findings Four factors of mobile AL were found, which, to a greater extent, correspond to the dimensions of AL proposed in the literature. The following are the dimensions that were identified: cognitive, moral, attitudinal and an emerging factor is known as “children’s perceived mobile AL.” Differences in parents’ perceived knowledge of mobile advertising, parental control styles and AL levels in the three countries were identified. Parents with an authoritative style were identified to have more knowledge than those with an indulgent style. Differences were also identified between countries concerning the amount of exposure that children have to mobile advertising, while no significant differences were found in the moral dimension. Practical implications Marketing practitioners and public policymakers must consider that parents differ in some dimensions of AL. Parents also seem to lack adequate knowledge about the advertising tools available to announcers that affect children and adolescents in a mobile communication environment. Therefore, government agencies should consider developing mobile digital media literacy programs for parents. Originality/value This paper explores the dimensions of AL applied to the mobile context and identifies the level of parental mobile AL in three Spanish-speaking countries, as well as the differences between these sub-samples concerning parental mobile AL profiles and parental control styles, thus expanding the literature on AL with a cross-cultural approach.

Are you talking to me? Generation X, Y, Z responses to mobile advertising

This study explores intergenerational differences in attitudes toward mobile advertising (addressing their informativeness, irritation, trustworthiness, entertainment, and intrusiveness) and actual response to mobile advertising messages in Israel. Using an online survey ( N = 408) and drawing on Congruence Theory and Generation Cohort Theory, we focus on three generations: X, Y, and Z. Findings show that all generations responded negatively when receiving an advertisement via smartphone. However, the generations differ in their patterns of association between mobile advertising attitudes and responses to mobile ads. Findings suggest that incongruence between each generation’s scheme and the five dimensions of advertising attitudes results in unfavorable responses to mobile advertising. These findings provide guidelines for future research and implications for marketers who intend to design behavioral targeting to consumers of various generational cohorts while using mobile platforms as an advertising channel.

Antecedents of mobile advertising value: a precedence analysis using the hybrid RIDIT-GRA approach

Purpose Massive transformations in mobile communication technologies have forced marketers to recognize and emphasize the factors that influence consumers’ perception of advertising value. This paper aims to explore and rank the various antecedents of advertising value as perceived by consumers to offer meaningful conclusions to marketers on mobile platforms. Design/methodology/approach Responses were collected from 483 consumers using a shopping mall intercept survey and analyzed using SPSS to confirm reliability, validity and data reduction. The Relative to an Identified Distribution (RIDIT) analysis and Grey Relational Analysis (GRA) methods were then applied to prioritize the scale items of the antecedents of mobile advertising value. Findings Five antecedents of advertising value were found: credibility, entertainment, informativeness, irritation and message relevance. A priority ranking was allotted to the antecedents’ scale items using the RIDIT analysis and was verified via GRA results with a correlation of 98% between the rankings of the two independent methodologies. Practical implications The findings provide a roadmap to determine which antecedents of mobile advertising value have a higher or lower impact on consumers’ overall perceptions of the advertisements they are exposed to on mobile platforms. Originality/value This study aims to use first-hand data to prioritize the underlying antecedents of mobile advertising value, which has rarely been done to the best of the authors’ knowledge. It also used two different approaches in a single study to rank the dimensions, thus producing more valid results.

Research and Implementation of Mobile Advertising System Based on Location Service

A Location Based Mobile Advertising is an information and entertainment service, accessible through Smartphones through the ability to use the location of mobile phones. Marketers should be allowed to publish and classify ads according to the consumer interests. If information is not available voluntarily in the short term, Then the consumers Interest may be lost in order to purchase the products. They need to find more information and location without having to make a lot of effort. The Location-Based Mobile Advertising service allows customers to receive advertiser details such as their Location, discounts, and product descriptions. This service also provides information about the nearest tourist destinations according to their location.

THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.