Malvertising in Facebook: Analysis, Quantification and Solution

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dc.contributor.author Arrate Galán, Aritz
dc.contributor.author González Cabañas, José
dc.contributor.author Cuevas Rumín, Ángel
dc.contributor.author Cuevas Rumín, Rubén
dc.date.accessioned 2021-07-28T09:42:13Z
dc.date.available 2021-07-28T09:42:13Z
dc.date.issued 2020-08
dc.identifier.bibliographicCitation Arrate, A., González-Cabañas, J., Cuevas, N. & Cuevas, R. (2020). Malvertising in Facebook: Analysis, Quantification and Solution. Electronics, 9(8), 1332.
dc.identifier.issn 2079-9292
dc.identifier.uri http://hdl.handle.net/10016/33163
dc.description This article belongs to the Section Computer Science & Engineering
dc.description.abstract Online advertising is a wealthy industry that generated more than $100B in 2018 only in the US and delivers billions of ads to Internet users every day with. These impressive numbers have also attracted the attention of malicious players that try to exploit the online advertising ecosystem for their own benefit. In particular, one of the most harmful practices refers to malicious users that act as advertisers to deliver unsafe ads. The goal of these ads is to compromise the security of the users that receive those ads. This practice is referred to as Malvertising. Some reports have estimated the economic loss caused by malvertising to the online advertising sector to $1.1B in 2017. This paper is the first work that analyses and quantifies the impact of malvertising in Facebook. To accomplish this study, we rely on a dataset that includes more than 5 M ads delivered to 3 K Facebook users from 126 K advertisers between October 2016 and May 2018. Our results reveal that although the portion of advertisers (0.68%) and ads (0.17%) associated to malvertising is very low, 1/3 of the users in our study were exposed to malvertising. Finally, we also propose a novel solution to block malvertising ads in real-time in Facebook.
dc.description.sponsorship The research leading to these results has received funding from: the European Union’s Horizon 2020 innovation action programme under grant agreement No 786741 (SMOOTH project) and the gran agreement No 871370 (PIMCITY project); the Ministerio de Economía, Industria y Competitividad, Spain, and the European Social Fund(EU), under the Ramón y Cajal programme (grant RyC-2015-17732); the Ministerio de Educación, Cultura y Deporte, Spain, through the FPU programme( Grant FPU16/05852); the Ministerio de Ciencia e Innovación under the project ACHILLES (Grant PID2019-104207RB-I00); the Community of Madrid synergic project EMPATIA-CM (Grant Y2018/TCS-5046); and the Fundación BBVA under the project AERIS.
dc.format.extent 20
dc.language.iso eng
dc.publisher MDPI
dc.rights © 2020 by the authors.
dc.rights Atribución 3.0 España
dc.rights.uri http://creativecommons.org/licenses/by/3.0/es/
dc.subject.other Facebook
dc.subject.other Online advertising
dc.subject.other Cybersecurity
dc.subject.other Malvertising
dc.subject.other Transparency
dc.title Malvertising in Facebook: Analysis, Quantification and Solution
dc.type article
dc.subject.eciencia Telecomunicaciones
dc.identifier.doi https://doi.org/10.3390/electronics9081332
dc.rights.accessRights openAccess
dc.relation.projectID Gobierno de España. RYC-2015-17732
dc.relation.projectID info:eu-repo/grantAgreement/EC/GA- 786741
dc.relation.projectID Comunidad de Madrid. Y2018/TCS-5046
dc.relation.projectID info:eu-repo/grantAgreement/EC/GA-871370
dc.relation.projectID Gobierno de España. PID2019-104207RB-I00
dc.relation.projectID Gobierno de España. FPU16/05852
dc.type.version publishedVersion
dc.identifier.publicationfirstpage 1332
dc.identifier.publicationissue 8
dc.identifier.publicationtitle Electronics
dc.identifier.publicationvolume 9
dc.identifier.uxxi AR/0000026281
dc.contributor.funder Comunidad de Madrid
dc.contributor.funder European Commission
dc.contributor.funder Ministerio de Economía y Competitividad (España)
dc.contributor.funder Ministerio de Educación, Cultura y Deporte (España)
dc.contributor.funder Ministerio de Ciencia e Innovación (España)
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