摘要
随着数字广告行业的迅猛发展，广告欺诈问题日益严重，不仅侵蚀了广告主的预算，还对整个数字生态系统的健康发展构成威胁。本研究旨在深入探讨数字广告欺诈的主要形式、成因及其识别与防范策略，以期为行业提供科学有效的解决方案。通过结合大数据分析、机器学习算法以及案例研究等多维度方法，本文构建了一套综合评估模型，用于精准识别广告流量中的异常行为，并提出针对性的防范措施。研究发现，基于深度学习的欺诈检测模型能够显著提升识别准确率，同时降低误报率，为广告主和平台方提供了可靠的技术支持。此外，本研究创新性地引入了区块链技术，以增强广告交易的透明度和可追溯性，从而有效遏制欺诈行为的发生。最终得出结论，数字广告欺诈的治理需要技术手段与制度规范的协同作用，而本研究提出的模型和策略为行业实践提供了重要参考，有助于推动数字广告生态向更加健康和可持续的方向发展。
关键词：数字广告欺诈；深度学习；区块链技术；异常行为识别；防范策略
Abstract
With the rapid development of the digital advertising industry, the problem of ad fraud has become increasingly severe, not only eroding advertisers' budgets but also posing a significant threat to the healthy development of the entire digital ecosystem. This study aims to explore the major forms, causes, and strategies for identifying and preventing digital ad fraud, thereby providing scientifically effective solutions for the industry. By integrating multidimensional approaches such as big data analysis, machine learning algorithms, and case studies, this paper constructs a comprehensive evaluation model designed to accurately detect anomalous behaviors in ad traffic and proposes targeted preventive measures. The findings indicate that fraud detection models based on deep learning can substantially enhance identification accuracy while reducing false-positive rates, offering reliable technical support for both advertisers and platform operators. Furthermore, this research innovatively incorporates blockchain technology to increase the transparency and traceability of ad transactions, effectively curbing fraudulent activities. It is concluded that the governance of digital ad fraud requires the synergistic effect of technological means and institutional norms. The models and strategies proposed in this study provide crucial references for industry practice and contribute to advancing the digital advertising ecosystem toward a healthier and more sustainable direction.
Keywords：Digital Advertising Fraud; Deep Learning; Blockchain Technology; Abnormal Behavior Identification; Prevention Strategy
目 录
摘要 I
Abstract II
一、绪论 1
(一) 数字广告欺诈的研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 本文研究方法与技术路线 2
二、数字广告欺诈的类型与特征 2
(一) 欺诈的主要表现形式 2
(二) 不同类型欺诈的行为特征 3
(三) 欺诈模式的演变趋势 3
三、数字广告欺诈的识别技术与方法 4
(一) 数据分析在欺诈识别中的应用 4
(二) 基于机器学习的识别模型构建 4
(三) 实时监测技术的发展与挑战 5
四、数字广告欺诈的防范策略与实践 5
(一) 广告平台的内部控制机制 5
(二) 行业标准与法规的完善路径 6
(三) 技术驱动的综合防范体系 6
结 论 8
参考文献 9
