Patent Publication Number: US-10776819-B1

Title: Methods and systems for detecting fraudulent advertisements in pay-per-call advertising

Description:
FIELD OF THE INVENTION 
     The present invention relates to telephonic connections, advertising, and advertisement monitoring, including in mobile and wireless applications, for fraud detection purposes. 
     BACKGROUND OF THE INVENTION 
     Paid calling advertising, which is also referred to as pay-per-call advertising or cost-per-call advertising, is a system of advertising that allows advertisers to generate, track, and compensate pay-per-call providers and publishers for leads received through phone calls. In pay-per-call advertising the advertiser pays a fee for each call connecting the consumer to the advertiser. Click-to-call is a form of paid calling advertising in which a person clicks an object, such as a button, image, advertisement, or text, to initiate a telephone call. Click-to-call requests are most commonly made on websites but can also be initiated by hyperlinks placed in email, blogs, flash animations or video, and other Internet-based objects or user interfaces. Click-to-call functionality is now extended to web-enabled mobile phones enabling a user to connect by clicking the phone number link, without having to dial the number manually. Web-enabled mobile phones and their inherent click-to-call and search functionality are also contributing to the substantial growth of the pay-per-call model. 
     Advertisers employ pay-per-call providers or networks in pay-per-call advertising to drive calls via advertisements to their company representatives, or to their interactive voice response (IVR) systems. Pay-per-call providers work with advertisers to create advertisements for products and/or services, which the pay-per-call providers publish directly, or distribute to publishers that publish the advertisements via pay-per-call campaigns. The use of publishers is beneficial and commonplace because it provides widespread advertisement distribution. 
     Pay-per-call providers have hundreds and in some cases thousands of publishers with web content they want to monetize. As a result, pay-per-call providers are hubs for advertisers. In pay-per-call campaigns, publishers select advertisement phone numbers and place advertisements on behalf of pay-per-call providers that consumers see, such as on their mobile phones. When a consumer places a call, such as by “clicking” on the advertisement, a phone call is generated, such as from a mobile phone, to the advertisement phone number, and the consumer is then transferred via call forwarding a target phone number of the advertiser. Calls can be automatically forwarded to the advertisers or sent to a call center where potential prospects are qualified before being passed along to advertisers. Call tracking, a key part of the technology that enables the pay-per-call model, is the ability to track calls to allow pay-per-call providers to account for results, and to reward publishers for performance, on a revenue-share basis. 
     In pay-per-call advertising, advertisers normally do not want to compete with publishers for traffic generated with their brands or trademarks, and do not want traffic generated by the use of other companies&#39; brands or trademarks because to do so causes customer confusion and trademark infringement issues. Furthermore, many advertisers employ pay-per-call networks to publish generic or non-branded advertisements to attract consumers that do not respond well to brand advertising. As a result, advertisers typically approve advertisements and their scope of distribution prior to advertisement publication to ensure the advertisements are compliant and meet their strict requirements. 
     Publishers generate their revenue through call generation via advertisements they publish through pay-per-call campaigns. As a result, some publishers, which are often referred to as rogue publishers, and even some unscrupulous advertisers, employ dishonest techniques to generate “click-through” calls in order to increase revenue. A “click-through” call is a call generated from an advertisement that goes to a different advertiser from the one the calling party intended to call. To generate a “click-through” call, a rogue publisher or dishonest advertiser will incorporate into an advertisement misleading advertising content designed to mislead a consumer into thinking that the advertisement relates to particular advertiser. However, when a call is made from such an advertisement, the call goes not to the advertiser the caller believed he/she was calling but to a different advertiser, which generates dishonestly-obtained revenue for the rogue publisher provides the advertiser the calling party reaches with the opportunity to harvest business away from the advertiser the calling party thought he/she was calling. There are several monitoring services that monitor and police trademark, keyword, and key phrase compliance of advertisements on the web based on criteria specified by advertisers. The monitoring service monitors advertisements found on designated search engines, and alerts advertisers of potentially trademark infringing or noncompliant advertisements. Although the major search engine outlets have rules against using trademarked terms illegally, enforcement is difficult and any trademark compliance monitoring and compliance enforcement is left to the advertisers or the pay-per-call providers. Although it a common and relatively simple process of monitoring trademark, keyword, and key phrase compliance in advertisements, there is a need in the art for a way to monitor advertisement compliance using the phone numbers listed in the advertisements to allow advertisers and pay-per-call providers to quickly isolate fraudulent or non-compliant advertisements, identify the publishers and advertisers of such fraudulent or non-compliant advertisements, and to take the necessary action to facilitate the removal or discontinuance of such fraudulent or non-compliant advertisements. 
     SUMMARY OF THE INVENTION 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a method includes monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, comparing the publisher reference of the advertisement to one or more valid publisher references authorized to use the policed advertising content of the advertisement by matching against the one or more valid publisher references via the fraud monitor, establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor when the publisher reference does not match any of the one or more valid publisher references, in response to the fraud-detection telephone call from the control telephone number to the advertisement telephone number, forwarding the fraud-detection telephone call to the target telephone number of the advertiser via the connection provider to establish a telephone connection between the control telephone number and the target telephone number, and tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the method further includes entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the method further includes entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the method further includes taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the method further includes compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. The policed advertising content is misleading content, such as at least one of a brand, a trademark, a representation, and a guarantee. 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a machine-readable medium having stored thereon a set of instructions which, when executed, perform a method that includes monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, comparing the publisher reference of the advertisement to one or more valid publisher references authorized to use the policed advertising content of the advertisement by matching against the one or more valid publisher references via the fraud monitor, establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor when the publisher reference does not match any of the one or more valid publisher references, in response to the fraud-detection telephone call from the control telephone number to the advertisement telephone number, forwarding the fraud-detection telephone call to the target telephone number of the advertiser via the connection provider to establish a telephone connection between the control telephone number and the target telephone number, and tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the method further includes entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the method further includes entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the method further includes taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the method further includes compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. The policed advertising content is misleading content, such as at least one of a brand, a trademark, a representation, and a guarantee. 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a system includes means for monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, means for retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, means for comparing the publisher reference of the advertisement to one or more valid publisher references authorized to use the policed advertising content of the advertisement by matching against the one or more valid publisher references via the fraud monitor, means for establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor when the publisher reference does not match any of the one or more valid publisher references, which causes the connection provider to forward the fraud-detection telephone call to the target telephone number of the advertiser to establish a telephone connection between the control telephone number and the target telephone number, and means for tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the system further includes means for entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the system further includes means for entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the system further includes means for taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the system further includes means for compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a method includes monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor, in response to the fraud-detection telephone call from the control telephone number to the advertisement telephone number, forwarding the fraud-detection telephone call to the target telephone number of the advertiser via the connection provider to establish a telephone connection between the control telephone number and the target telephone number, and tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the method further includes entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the method further includes entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the method further includes taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the method further  23  includes compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. The policed advertising content is misleading content, such as at least one of a brand, a trademark, a representation, and a guarantee. 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a machine-readable medium having stored thereon a set of instructions which, when executed, perform a method that includes monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor, in response to the fraud-detection telephone call from the control telephone number to the advertisement telephone number, forwarding the fraud-detection telephone call to the target telephone number of the advertiser via the connection provider to establish a telephone connection between the control telephone number and the target telephone number, and tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the method further includes entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the method further includes entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the method further includes taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the method further includes compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. The policed advertising content is misleading content, such as at least one of a brand, a trademark, a representation, and a guarantee. 
     In an advertisement in an electronic network, including an advertisement telephone number of a connection provider assigned to an advertiser of the advertisement, policed advertising content, and a publisher reference, published to a communications device via a publisher, to receive a telephone call at the connection provider via the advertisement telephone number, and the advertisement telephone number to replace a target telephone number of the advertiser within the advertisement, a system includes means for monitoring advertisements in the electronic network via a fraud monitor for the policed advertising content, means for retrieving the advertisement via the fraud monitor based on the policed advertising content monitoring, means for establishing a fraud-detection telephone call to the advertisement telephone number from a control telephone number via the fraud monitor, which causes the connection provider to forward the fraud-detection telephone call to the target telephone number of the advertiser to establish a telephone connection between the control telephone number and the target telephone number, and means for tracking and storing fraud-detection telephone call information, including the advertisement telephone number, the control telephone number, the publisher reference, and the target telephone number, via a calling identification reporting system of the fraud monitor, of the telephone connection between the control telephone number and the target telephone number  23  established via the fraud-detection call from the control telephone number of the fraud monitor to the advertisement telephone number included in the advertisement. In one embodiment, the system further includes means for entering a predetermined fraud-detection key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the fraud-detection key press code indicating a possible advertisement content violation. In another embodiment, the system further includes means for entering a predetermined policed advertising content identification key press code via the fraud monitor during the fraud-detection telephone call to be included in the fraud-detection telephone call information, the policed advertising content identification key press code identifying the policed advertising content of the policed advertising content monitoring. In yet another embodiment, the system further includes means for taking and storing a screen scrape of the advertisement via the fraud monitor. In still another embodiment, the system further includes means for compiling and sending an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible fraudulent advertisement, via the fraud monitor to a predetermined recipient reference. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
       Referring to the drawings: 
         FIG. 1  shows an interaction between user appliances, advertisers, an electronic network, and a fraud monitor according to the principle of the invention; 
         FIG. 2  shows elements of an advertisement; 
         FIGS. 3 and 4  are flowcharts of fraud-detection operations performed in accordance with the principle of the invention; 
         FIG. 5  illustrates a fraud monitoring module according to the principle of the invention; 
         FIG. 6  shows an example of fraud-detection telephone call information tracking report according to the principle of the invention; 
         FIG. 7  shows an example of an electronic message according to the principle of the invention; and 
         FIG. 8  shows a high level hardware block diagram of a call and data processing system for implementing fraud-detection operations. 
     
    
    
     DETAILED DESCRIPTION 
     Paid calling advertising, also known as pay-per-call advertising or cost-per-call advertising, is form of advertising wherein pay-per-call providers or networks drive telephone calls to advertisers via advertisements, including mobile advertisements, over an electronic network, e.g. the Internet, to their company representatives, or to their interactive voice response (IVR) systems. Advertisements for products and/or services are published, by pay-per-call providers or by publishers, to user networked appliances, such as mobile phones, and computers, such as tablet computers, laptop computers, and desktop computers, via pay-per-call campaigns. Consumers see the advertisements on their appliances. When the consumer calls the advertisement telephone number included in the advertisement, a phone call is generated and the consumer is then transferred via call forwarding to the advertiser. When the user appliance is a mobile phone and a consumer sees the advertisement on the mobile phone, the user may call the advertisement phone number via “clicking,” such as by “clicking” on the advertisement phone number, the advertisement, or an object, such as a button, image, or text of the advertisement, and this is common and well-known. The use of publishers in pay-per-call advertising is commonplace because publishers can provide widespread advertisement distribution. 
     With this framework in mind,  FIG. 1  of the drawings shows how customers, via their user networked appliances  10 , and advertisers interact with each other in a pay-per-call paradigm. Referring to  FIG. 1 , user appliances  10 , such as mobile phones  10 A, and computers  10 B, such as tablet computers, laptop computers, and desktop computers, are coupled to wide area electronic network (WAN)  12 , e.g. the Internet, via one or more communications paths, such as communications path  14 . Advertisers  16  are coupled to electronic network  12  via one or more communications paths, such as communications path  18 . Communications paths  14  and  18  are conventional and well-known and preferably support the TCP/IP protocols. Advertisers  16  may each have a webpage  20 . A webpage  20  may be included in a website accessed from a user appliance  10 , e.g. a social networking website, a news media website, etc., and the webpage  20  may be selected or viewed by a user via the user appliance  10  that accessed the website. A webpage  20  may also be included in a results page of a key word search initiated by a user of a user appliance  10 , which search is, for example, performed by an online search engine  22 . The webpage  20  of an advertiser  16  may be included within a results page compiled by the search engine  22  and sent via the communications path  14  to the user appliance  10  that initiated the search, so that the webpage  20  may be selected or viewed by a user of the user appliance  10  that requested the search. Pay-per-call providers  30  and publishers  32  are coupled to electronic network  12  via one or more communications paths, such as communications path  34 . In pay-per-call-advertising, an advertiser  16  employs a pay-per-call provider  30  to drive calls, via advertisements to user appliances  10 , between user appliances  10  and target telephone numbers of company representatives of the advertiser  16 , or to interactive voice response (IVR) systems of the advertiser  16 . Pay-per-call providers  30  work with advertisers  16  to create advertisements. The advertisements are published, by the pay-per-call providers  16  or by publishers  32  that publish the advertisements via pay-per-call campaigns, to user appliances  10 , such as in response to search requests initiated from user appliances of in response to websites or webpages accessed from user appliances  10 , such as social network websites/webpages, news media websites/webpages, etc. Consumers see the advertisements on their user appliances  10 . 
     Advertisements  25  published to user appliances  10  include certain content as represented in  FIG. 2 , including advertisement telephone numbers  26  of a connection provider  36  referenced in  FIG. 1 , a publisher reference  27  and, as is often the case, advertising content  28  of an advertiser. The advertising content  28  is designed to draw good attention toward a product or a service or both in order to cause a customer to call the advertisement telephone number  26  of the advertisement  25  for product and/or service purchasing purposes. The advertising content  28  relates to a particular advertiser  16 , and will often include such customer-luring content as a brand or a trademark, a tag line, a representation, such as a guarantee, product and/or service information, or the like, that consumers see on their user appliances  10  so as to draw the consumers to the advertised products and/or services. The advertisement telephone numbers replace target telephone number of the advertiser  16  within the advertisements  25 , and this is well-known. The publisher reference  27  is a code that identifies the publisher  32  of the advertisement  25 , and this is also well-known and required in conventional pay-per-call models. The publisher reference  27 , which is typically a numerical or alphanumerical code, is embedded content that consumers do not see on their phones. The advertisement telephone numbers  26  are assigned/linked to the advertisers  16 . The advertisement telephone numbers  26  are used to establish telephone calls between user appliances  10  and target telephone numbers of target telephones of the advertisers  16  via one or more communications paths, such as communications path  38 . Communications path  38  is provided by a conventional telephone network, and connection provider  36  is a telephone company that provides telecommunications services over communications path  38 . When the consumer calls an advertisement telephone number  26  assigned/linked to an advertiser  16  of an advertisement, such as via a “click” or “clicking,” a telephone call is established at a connection provider  36  from a user appliance  10  or other selected telephone or telephonic appliance, which is forwarded via call forwarding of the connection provider  36  to a target telephone number of an advertiser  16  to establish a telephone connection between the user appliance  10  telephone number and the target telephone number of the advertiser  16 . This pay-per-call advertising paradigm is all well-known in the art and does not comprise part of the invention. 
     Of course the purpose of pay-per-call advertising is for an advertiser to seek or generate increased consumption of its products or services through advertising content  28  in pay-per-call advertisements presented to user appliances  10  via pay-per-call campaigns. The advertising content  28  relates to a particular advertiser  16  and draws good attention or perhaps bad attention toward a product and/or a service depending on customer experiences. If the advertising content  28  draws good attention of a particular customer, such a customer may be lured in to call the advertisement telephone number  26  of the advertisement  25 . Conversely, if the advertising content  28  draws bad attention of a particular customer, such a customer will be lured away from calling the advertisement telephone number  26  of the advertisement  25 . 
     And so publishers generate their revenue through call generation via advertisements they publish through pay-per-call campaigns. As discussed above, rogue publishers and even some unscrupulous advertisers often will employ dishonest techniques to generate “click-through” calls in order to generate publisher revenue and to harvest customers from other legitimate advertisers. A “click-through” call is a call generated from an advertisement that goes to a different advertiser from the one the caller intended to call. To generate a “click-through” call, the advertisement incorporates misleading advertising content designed to mislead a consumer into thinking that the advertisement relates to a particular advertiser, such as Advertiser A, when it actually relates to a different advertiser, such as Advertiser B. When a call is made from such an advertisement, the call goes not the advertiser the caller believed he/she was calling, Advertiser A, but to a different advertiser, Advertiser B. However, when a call is made from such an advertisement, the call goes not to the advertiser the caller believed he/she was calling, Advertiser A, but to a different advertiser, Advertiser B, which generates dishonestly-obtained revenue for the rogue publisher and provides Advertiser B the calling party reaches with the opportunity to harvest business away from Advertiser A the calling party thought he/she was calling. Some business that participate in pay-per-call campaigns are generic pay-per-call advertisers that use generic advertisements that do not incorporate advertising content specific to that advertiser, which still does not prevent rogue publishers and/or advertisers from using advertising content of the generic pay-per-call advertiser. 
     Furthermore, some non-participating businesses don&#39;t even participate in pay-per-call advertising, which still does not prevent rogue publishers and/or advertisers from using advertising content of non-participating businesses According then to the principle of the invention, disclosed herein are systems and methods for monitoring/surveilling advertisements in an electronic network for misleading or misdirecting advertisement content, and for tracking down the publishers and advertisers of fraudulent advertisements that incorporate misleading or misdirecting advertisement content designed to lure customers away from legitimate advertisers so that action may be taken to take down the misleading or misdirecting advertisements. 
       FIG. 3  of the drawings is a flowchart of fraud-detection operations of a fraud-detecting, fraud-monitoring, or fraud-surveillance method performed in accordance with the principle of the invention. The fraud-detection operations or method steps are performed via fraud monitor  40  referenced in  FIG. 1  for the purpose of identifying and documenting misleading or misdirecting advertisements. Fraud monitor  40  is coupled to electronic network  12  via one or more communications paths, such as communications path  42 . Communications path  42  may support the TCP/IP protocols. 
     Looking to  FIG. 3  in conjunction in relevant part with  FIGS. 1 and 2 , at block  50  the fraud monitor  40  monitors/surveils advertisements  16  in electronic network  12  in for policed advertising content  28 , which is defined as the advertising content  28 , as that term is defined above, of a policing advertiser  16  that does not want other advertisers  16  to use in pay-per-call advertisements. As a product of this monitoring/surveilling carried out at block  50 , at block  52  the fraud monitor  40  finds and retrieves a suspect advertisement  25  based on the policed advertising content monitoring/surveilling. The question now is whether the found and retrieved advertisement  25 , which is a suspect advertisement  25 , is authorized to use the policed advertising content it contains. And so at block  54  the fraud monitor  40  compares a publisher reference  27  of the suspect advertisement  25  to one or more valid publisher references authorized to use the policed advertising content  28  of the advertisement  25  in pay-per-call advertising by matching against one or more valid publisher references. At block  56  the fraud monitor  40  establishes a fraud-detection telephone call to the advertisement telephone number  26  of the suspect advertisement  25  from a control telephone number  45  assigned/linked to the fraud monitor  40  via a call system  44  of the fraud monitor  40  when the publisher reference  27  included in the suspect advertisement  25  does not match any of the one or more valid publisher references. When the publisher reference  27  of the suspect advertisement  25  is determined not to match any of the one or more valid publisher references, this is a triggering event, whereby fraud monitor  40  is responsive and establishes a fraud-detection telephone call to the advertisement telephone number  26  of the suspect advertisement  25  from a control telephone number  45  assigned/linked to the fraud monitor  40  via a call system  44  of the fraud monitor  40 . Call system  44  is a computerized telephony intelligent network featuring, among other things, automatic number identification (ANI) and automatic key press functionality. In response to the fraud-detection telephone call from the control telephone number  45  of the fraud monitor  40  to the advertisement telephone number  26  of the suspect advertisement  25 , at block  58  the connection provider  36  forwards via call forwarding the fraud-detection telephone  22  call to the target telephone number of the advertiser  16  of the suspect advertisement  25  to establish a telephone connection between the control telephone number of the fraud monitor  40  and the target telephone number of the advertiser. 
     Whether the suspect advertisement  25  is authorized to use the policed advertising content it contains is moot if there is no authorized use of the policed content. In this embodiment, the comparing step at block  54  may be omitted and the method may proceed to block  56  where the fraud monitor  40  establishes a fraud-detection telephone call to the advertisement telephone number  26  of the suspect advertisement  25  from a control telephone number  45  assigned/linked to the fraud monitor  40  via a call system  44  of the fraud monitor  40 , in accordance with the principle of the invention. 
     To forward the fraud-detection telephone call, as a matter of an example of a typical and well-known call-forwarding process, at block  60  the connection provider  36  identifies the target telephone number of the advertiser  16  of the suspect advertisement  25  and connects the fraud-detection telephone call from the control telephone number of the fraud monitor  40  to the target telephone number of the advertiser  16  of the suspect advertisement. 
     At block  62  the fraud monitor  40  tracks and stores via a calling identification and reporting system  46  of the call system  44  of the fraud monitor  40  the fraud-detection telephone call information, including the advertisement telephone number  26  of the suspect advertisement  25 , the control telephone number of the fraud monitor  40 , the publisher reference  27  identifying the publisher  32  of the suspect advertisement  25 , and the target telephone number of the advertiser, of the telephone connection between the control telephone number of the fraud monitor  40  and the target telephone number of the advertiser  16  of the suspect advertisement  25  established via the fraud-detection call from the control telephone number of the fraud monitor  40  to the advertisement telephone number  25  included in the suspect advertisement  25 . The fraud-detection telephone call information generated in response to the method step of block  56  is stored in calling identification reporting of the fraud monitor  40 , which is useful documentation in that it identifies the suspect advertisement  25 , the publisher of the suspect advertisement  25 , and the advertiser relating to the suspect advertisement  25 . This information is useful by a policing advertiser  16  for taking action to take down the misleading or misdirecting advertisement which, in this example, is suspect advertisement  25 . 
       FIG. 4  of the drawings is a flowchart of additional fraud-detection operations performed in accordance with the principle of the invention. Looking to  FIG. 4  in conjunction in relevant part with  FIGS. 1 and 2 , at block  80  the fraud monitor  40  enters a predetermined fraud-detection key press code via the call system  44  during the fraud-detection telephone call to be included in the fraud-detection telephone call information. The fraud-detection key press code included in the fraud-detection telephone call information flags the fraud-detection telephone call information for indicating a possible policed advertising content infringement violation by the suspect advertisement  25 . At block  82  the fraud monitor  40  enters a predetermined policed advertising content identification key press code via the call system  44  during the fraud-detection telephone call to be included in the fraud-detection telephone call information. The policed advertising content identification key press code included in the fraud-detection telephone call information is an assigned code that identifies, or that is otherwise linked to, the policed advertising content  28 . At block  84  the fraud monitor  40  takes and stores a screen scrape of the suspect advertisement. At block  86 , the fraud monitor  40  compiles and sends an electronic message, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible policed advertising content  28  infringement violation, to a predetermined recipient reference assigned/linked to the policed advertising content  28  and/or to the policed advertising content key press code for notifying a predetermined recipient of a possible policed advertising content infringement violation. In one embodiment, the electronic message is an email and the predetermined recipient reference is a predetermined email address of a predetermined recipient. In another embodiment, the electronic message is an XML message and the predetermined recipient reference is a predetermined XML destination address of a software application recipient. Other forms of electronic messages can be used commensurate with nature and scope of the invention as herein specifically described. 
       FIG. 5  of the drawings shows a functional description of a system of fraud monitor  40  to implement the method of  FIGS. 3 and 4 . Referring to  FIG. 5 , the system includes a fraud monitoring or surveillance module  100 . Module  100  includes text generation logic  102 . The purpose of text generation logic  102  is to allow a user of fraud monitor  40  to input content that is maintained in memory/storage of the fraud monitor  40 . This content includes policed advertising content  28 , such brand or trademark search terms, keywords, tag lines, representations, guarantees, symbols, or the like, of a policing advertiser, to be monitored for fraud detection purposes. Text generation logic  102  also allows a user to input valid publisher references authorized to use corresponding policed advertising content  28 , to input predetermined fraud-detection key press codes, to input predetermined policed advertising content identification key press codes and to assign such codes to predetermined policed advertising content  28  to be monitored/surveilled for fraud-detection purposes in accordance with the principle of the invention. Again, all of this content input via text generation lock  102  is maintained in memory/storage of the fraud monitor  40 . 
     Monitor or surveillance logic  104  monitors or surveils electronic network  12  advertisements  25  for policed advertising content  28 , and retrieve logic  106  retrieves advertisements  25  found on electronic network  12  via monitoring/surveillance that are found to include the policed advertising content  28 , in accordance with the principle of the invention. Retrieved advertisements  25  are, of course, considered suspect advertisements  25 . Compare logic  108  compares a publisher reference  27  of the suspect advertisement  25  to the one or more valid publisher references authorized to use the policed advertising content  28  in pay-per-call advertising by matching against the one or more valid publisher references. Again, the one or more valid publisher references identify those one or more publishers, if any, that are authorized to use the designated policed advertising content  28 . Call logic  110  establishes a fraud-detection telephone call to the advertisement telephone number  26  of the suspect advertisement  25  from a control telephone number  45  assigned/linked to the fraud monitor  40  via call system  44  of the fraud monitor  40  when the publisher reference  27  included in the suspect advertisement  25  does not match any of the valid publisher references as determined by compare logic  108 , in accordance with the principle of the invention. Again, when the publisher reference  27  of the suspect advertisement  25  is determined not to match any of the one or more valid publisher references via compare logic  108 , this is a triggering event, whereby call logic  100  is responsive so as to establish a fraud-detection telephone call to the advertisement telephone number  26  of the suspect advertisement  25  from a control telephone number  45  assigned/linked to the fraud monitor  40  via call system  44 . After the fraud-detection telephone call is established between the control telephone number  45  of the fraud monitor  40  and the target telephone number of the advertiser  16  of the suspect advertisement  25 , track/store logic  112  tracks and stores the fraud-detection telephone call information, including the advertisement telephone number  26  of the suspect advertisement  25 , the control telephone number  45  of the fraud monitor  40 , the publisher reference  27  identifying the publisher  32  of the suspect advertisement  25 , and the target telephone number, of the telephone connection between the control telephone number  45  of the fraud monitor  40  and the target telephone number of the advertiser  16  of the suspect advertisement  25  established via the fraud-detection call from the control telephone number  45  of the fraud monitor  40  to the advertisement telephone number  25  included in the suspect advertisement  25 . The tracked and stored fraud-detection telephone call information is stored via track/store logic  112  in a call report, which is useful for documenting the call information related to the suspect advertisement  25  so as to document and identify the suspect advertisement  25 . An example of such a call report is shown in  FIG. 6  of the drawings and is marked as reference numeral  140 . 
     Again, whether the suspect advertisement  25  is authorized to use the policed advertising content it contains is moot if there is no authorized use of the policed content. In this embodiment, the comparing step performed by compare logic  108  may be omitted and the method may proceed to establishing the fraud-detection telephone call via call logic  110 . 
     During the fraud-detection telephone call, such as within one second, two seconds in an alternate embodiment, or other brief predetermined period of time after the fraud-detection telephone call is established as a matter of example, such brief predetermined period of time not to exceed five seconds after the establishment of the fraud-detection telephone call, flag logic  114  accesses the predetermined fraud-detection key press code from the memory/storage of fraud monitor  40  and enters the predetermined fraud-detection key press code via the call system  44  to be included in the fraud-detection telephone call information. Again, the inclusion of the predetermined fraud-detection key press code in the fraud-detection telephone call information flags the fraud-detection telephone call information as relating to the suspect advertisement  25 , namely, an advertisement with the policed advertising content  28 . Flag logic  114  also accesses the predetermined policed advertising content identification key press code from the memory/storage of fraud monitor  40  and enters the predetermined policed advertising content identification key press code via the call system  44  to be included in the fraud-detection telephone call information. Again, the inclusion of the predetermined policed advertising content identification key press code identifies the policed advertising content  28  of the suspect advertisement  25 . Scrape logic  116  takes and stores in the memory/storage of fraud monitor  40  a screen scrape of the suspect advertisement  25  so as to further document the suspect advertisement  25 . Screen-scraping is well-known by those skilled in the art, further details of which will therefore not be discussed in further detail. After all these processes are taken, electronic messaging logic  118  accesses the predetermined recipient reference from the memory/storage of fraud monitor  40  that is assigned/linked to the policed advertising content  28  and or the corresponding policed advertising content identification code and automatically compiles and sends an electronic message or electronic message alert, including the screen scrape, the fraud-detection telephone call information, and a predetermined message identifying the screen scrape and the fraud-detection telephone call information as evidence of a possible policed advertising content infringement violation, to a predetermined recipient reference assigned/linked to a predetermined recipient for notifying the predetermined recipient of a possible policed advertising content  28  infringement violation, which, according to this disclosure, is the unauthorized use of the policed advertising content, in accordance with the principle of the invention. An example of such an electronic message in the form of an email in one embodiment is shown in  FIG. 7  of the drawings and is marked as reference numeral  170 . 
     Attention is now directed to call report  140  in  FIG. 6 . Call report  140  represents the call reporting of fraud-detection telephone calls made from the control telephone number  45 . The fraud-detection telephone call information in call report  140  includes that of just one fraud-detection telephone call that documents a suspect advertisement  25 , and this is shown merely by way of example with the understanding that such a call report may include the call information of other tracked/stored telephone calls, including fraud-detection telephone call information of other fraud detection telephone calls. 
     The information in call report  140  of the fraud-detection telephone call related to the suspect advertisement  25  includes an advertiser reference  142 , a publisher reference  144 , the calling or control telephone number  45 , the advertisement telephone number  146 , and the target phone number  148 . Additional information in the call reporting may include the pay-per-call provider reference  150  identifying the corresponding pay-per-call provider or affiliate, a pay-per-call advertising reference  152  identifying the type of pay-per-call campaign, a media type reference  154  indicating the type of advertisement promotion, one or more fee references  156  indicating earned and commissioned fees, if any, related to the fraud-detection telephone call, a location reference  158  indicating the city and state of target telephone number  148 , and, as a matter of example, a call duration reference  160  indicating the duration of the fraud-detection telephone call. 
     Also included in call report are key press references according to the principle of the invention, including a flag key press reference and a policed advertising content identification key press reference. The flag key press reference is the predetermined fraud-detection key press code  162  entered via the call system  44  that flags the fraud-detection information as relating to the suspect advertisement  25 , and this identifies or flags the advertisement  25  as a suspect advertisement  25 . The policed advertising content identification key press reference includes the predetermined policed advertisement content identification key press code  164  that identifies the policed advertising content that was monitored/surveilled that resulted in the retrieval of the suspect advertisement  25  via the policed advertising content monitoring/surveilling processes carried out in accordance with the principle of the invention. Other information regarding a fraud-detection telephone call can be included in call report if so desired. 
     In this example, fraud-detection key press code  162  is a numerical code. Code  162  is a four digit numerical code 9999 in this example. Code  162  can have more than four digits or less than four digits, and can be composed of words, letters, symbols, and/or numbers assigned to communicate a message or a meaning, namely, the indication of fraudulent call information. 
     In this example, the policed advertising content identification key press code  164  is a predetermined numerical code. Code  164  is a four digit numerical code 1234 in this example. Code  164  can have more than four digits or less than four digits, and can be composed of words, letters, symbols, and/or numbers assigned to communicate a message or a meaning, namely, the indication of monitored/surveilled policed advertising content. Each policed advertising content identification key press code  164  is preferably assigned/linked to one or more recipient references to be sent an electronic message at block  86 . The one more recipient references each correspond to a lawyer, a law firm, a pay-per-call provider, an advertiser, a publisher, or other party or designated recipient. 
     Referring to  FIG. 8  of the drawings, reference numeral  200  generally indicates hardware that may be used to execute/implement the above-described methods/system and functional logic in  FIG. 5  of module  100  of fraud monitor  40  according the above-described methods and the functions of the logic presented in  FIG. 5 . The hardware  200  and the functional logic of module  100  constitute fraud monitor  40 . The hardware  200 , which is a call and data processing system that that executes/implements the above-described methods/system and functional logic in  FIG. 5  of module  100  of fraud monitor  40  according the above-described methods and the functions of the logic presented in  FIG. 5 , typically includes at least one processor  202  coupled to a storage or memory  204 . The processor  202  may represent one or more processors (e.g., microprocessors), and the memory  204  may represent random access memory (RAM) devices comprising a main storage of the hardware  200 , as well as any supplemental levels of memory e.g., cache memories, non-volatile or back-up memories (e.g. programmable or flash memories), read-only memories, etc. In addition, the memory  204  may be considered to include memory storage physically located elsewhere in the hardware  200 , e.g. any cache memory in the processor  202 , as well as any storage capacity used as a virtual memory, e.g., as stored on a mass storage or memory device, such as storage or memory  206 . 
     In this example, memory  206  maintains fraud detection key press code  162  accessed by processor  202 , but it may be maintained elsewhere, such as at storage  204 . Memory  206  maintains a database including a blacklist  207  of policed advertising content  28 , a whitelist  208  of one or more valid publisher references  209 , if any, used by compare logic  108 , when applicable, implemented via processor  202  and one or more recipient references  210  used by electronic messaging logic  118  implemented via electronic messaging server  226 , which may be email server  226 A to compile and send emails to predetermined email addresses comprising the recipient references  210 , or, as matter of example, XML generator or server  226 B to compile and send XML messages and payload denoted at  140  and  170  in  FIGS. 6 and 7 , respectively, to predetermined XML destination addresses comprising the recipient references  210 . 
     In the database maintained by storage  206  each policed advertising content identification key press code  164  is assigned/linked to a corresponding policed advertising content  28 , and each policed advertising content  28  and each policed advertising content identification key press code  164  is assigned/linked to one or more recipient references  210  to be sent electronic messages or electronic message alerts at block  86 . For additional storage, the hardware  200  may also include one or more additional mass storage devices, e.g., a floppy or other removable disk drive, a hard disk drive, a Direct Access Storage Device (DASD), an optical drive (e.g. a Compact Disk (CD) drive, a Digital Versatile Disk (DVD) drive, etc.) and/or a tape drive, among others. Processor  202  is coupled to call system  44  implemented via logic  110 , to calling identification and reporting system  46  implemented via logic  112 , and to electronic messaging server implemented via electronic messaging logic  118  to compile and send electronic messages to designated recipient references  210 . Monitor logic  104 , retrieve logic  106 , compare logic  108 , flag logic  114  and scrape logic  116  are implemented/executed via processor  202 . 
     The hardware  200  also typically receives a number of inputs and outputs for communicating information externally. For interface with a user or operator, the hardware  200  may include one or more user input devices  220  (e.g., a keyboard, a mouse, etc.) and a display  221  (e.g., a Cathode Ray Tube (CRT) monitor, a Liquid Crystal Display (LCD) panel). These input and output devices allow a user to input content, via text generation logic  102 , that is maintained in memory/storage of the fraud monitor  40 . Furthermore, the hardware  200  may include an interface with one or more networks  224  (e.g., a local area network (LAN), a wide area network (WAN), a wireless network, and/or the 2 Internet among others) to permit the communication of 3 information with other computers coupled to the networks. 4 It should be appreciated that the hardware  200  typically 5 includes suitable analog and/or digital interfaces between 6 the processor  202  and each of the components  204 ,  206 , and  224  as is well known in the art. 
     The hardware  200  operates under the control of an operating system  230 , and executes the logics of module  100  via various computer software applications  232 , components, programs, objects, module  100 , etc. (e.g. a program or module which performs operations described above). Moreover, various applications, components, programs, objects, etc. may also execute on one or more processors in another computer coupled to the hardware  200  via network  224 , e.g. in a distributed computing environment, whereby the processing required to implement the functions of a computer program may be allocated to multiple computers over a network. 
     In general, the routines executed to implement the embodiments of the invention, may be implemented as part of an operating system or a specific application, component, program, object, module or sequence of instructions referred to as “computer programs.” The computer programs typically comprise one or more instructions set at various times in various memory and storage devices in a computer, and that, when read and executed by one or more processors in a computer, cause the computer to perform operations necessary to execute elements involving the various aspects of the invention. Moreover, while the invention has been described in the context of fully functioning computers and computer systems, those skilled in the art will appreciate that the various embodiments of the invention are capable of being distributed as a program product in a variety of forms, and that the invention applies equally regardless of the particular type of machine or computer-readable media used to actually effect the distribution. Examples of computer-readable media include but are not limited to recordable type media such as volatile and non-volatile memory devices, floppy and other removable disks, hard disk drives, optical disks (e.g., Compact Disk Read-Only Memory (CD ROMS), Digital Versatile Disks, (DVDs), etc.), among others, and transmission type media such as digital and analog communication links. 
     The invention has been described above with reference to preferred embodiments. However, those skilled in the art will recognize that changes and modifications may be made to the embodiments without departing from the nature and scope of the invention. Various changes and modifications to the embodiments herein chosen for purposes of illustration will readily occur to those skilled in the art. To the extent that such modifications and variations do not depart from the spirit of the invention, they are intended to be included within the scope thereof.