Estudio sobre el fraude de métricas publicitariasevolución, análisis y herramientas para la mitigación

  1. Maestro-Espínola, Lidia
  2. Cordón-Benito, David
  3. Abuin-Vences, Natalia
Aldizkaria:
Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

ISSN: 1989-872X

Argitalpen urtea: 2022

Alea: 13

Zenbakia: 1

Orrialdeak: 347-363

Mota: Artikulua

DOI: 10.14198/MEDCOM.20349 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Revista Mediterránea de Comunicación: Mediterranean Journal of Communication

Laburpena

This study seeks to analyse fraud in those metrics serving as a reference value in the commercialisation of digital advertising spaces. Digital media need to optimise revenue and a major recourse is the business models based on advertising facing the phenomenon of fraud. This work focuses on analysis of the aspects that deter advertising investments, especially the problems that metrics fraud entails, and measures implemented to improve the transparency and quality of media like the advertising media. It is based on the idea that the control of metric fraud makes it possible to attract the attention of advertisers, improve advertising efficiency and optimise the benefits of digital media. A qualitative methodology afforded in-depth interviews to professionals in the sector who analyse the different types of fraud and the prevention strategies carried out by digital media. The results reveal inequality in the management of investment in digital media for advertising and a conservative vision.

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