In a paper entitled Spam-Double Funnel: Connecting Web Spammers with Advertisers, researchers at Microsoft and the University of California Davis show the path whereby the ads of legitimate web site owners come be shown on spam pages. The paper reported on Monday in a New York Times story Researchers Track Down a Plague of Fake Web Pages is to be delivered in May at the 16th International World Wide Web Conference in Banff, Alberta, Canada. The paper’s methodology, finding and conclusions are of interest to search marketers.
For this paper the researchers focused on redirection spam (for examples of redirection spam) where Web pages redirect browsers to visit known spam controlled domains. Many of these redirection spam pages use pay-per-click advertising and frequently display ads from reputable advertisers. Many research papers on search spam are essentially descriptive seeking to categorize the various forms of search spam. This paper provides means for identifying not just how these redirection schemes work but points to who is involved in the schemes.
Microsoft, Microsoft Researcher, Advertiser, Online Advertising, Site Ads, Fund, Spam