"CLICK FRAUD" AS THE ACTUAL PROBLEM OF ASSESSING THE EFFECTIVENESS OF INTERNET ADERTISING: THE METHODOLOGY FOR THE IDENTIFICATION AND SOLUTIONS
For several years, the Internet as an advertising platform, the rate of growth is ahead of any other media. This article researches the problems of evaluating the effectiveness of Internet advertising associated with the distortion of the original information from the software web Analytics tools due to malicious activities in the Internet environment, dubbed «clickfraud». The author describes the main aspects of the formation of this problem, a classification of different methods of click-fraud, methods of their identification and possible solutions.