Review: Spam Double-Funnel: Connecting Web Spammers with Advertisers

Authors: Yi-Min Wang, Ming Ma, Yuan Niu, Hao Chen
Year: 2007
Published in: Proceedings of the 16th international conference on World Wide Web
Link: http://www.cs.ucdavis.edu/~hchen/paper/www07.pdf
Importance: High

Abstract

Spammers use questionable search engine optimization (SEO) techniques to promote their spam links into top search results. In this paper, we focus on one prevalent type of spam – redirection spam – where one can identify spam pages by the third-party domains that these pages redirect traffic to. We propose a five-layer, double-funnel model for describing end-to-end redirection spam, present a methodology for analyzing the layers, and identify prominent domains on each layer using two sets of commercial keywords. one targeting spammers and the other targeting advertisers. The methodology and findings are useful for search engines to strengthen their ranking algorithms against spam, for legitimate website owners to locate and remove spam doorway pages, and for legitimate advertisers to identify unscrupulous syndicators who serve ads on spam pages.

My Reiview

In this paper authors intrestingly model end-to-end spamming business with five-layer double funnel. These layer are as follow:

  1. Doorway: Spammer setup
  2. Redirection domain: Spammers set up redirection doamin.
  3. Aggregators: insulate below layers from spam pages.
  4. Sydicator: buy traffic from aggregators.
  5. Advertiser: pay sydicators to dispayer their ads.

Five top spam keywords:

  1. Phentermine
  2. Viagra
  3. Cialis
  4. Tramadol
  5. Xanax

More coming soon…

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