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Michael Mitzenmacher writes about a talk by Ben Edelman on all kinds of fraud related to online advertising. I highly recommend reading the (short) book chapter mentioned to get some basic insights on how the system works (e.g. elaborate "guilt distribution" schemes) and why the incentives to change (for almost all involved) are lower than one might, naively, assume.
Not quite unrelated: How thin is the line between working the system and gaming the system?
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Christian Langreiter, Langkampfen