Pop-up ads experienced a remarkable ascension in the late 1990s and early 2000s, initially offering a seemingly easy way for marketers to reach a large audience. Driven by their instant visibility, these intrusive windows became ubiquitous across the online world, generating substantial income for publishers and advertisers . However, user frustrat

The pervasive nature of ad fraud poses a significant challenge to the digital advertising industry. This comparative analysis examines the diverse tactics employed by fraudsters and highlights their consequences on advertisers, publishers, and consumers. By evaluating various deceptive practices across different platforms and geographies, this stud