Characterizing Seller-Driven Black-Hat Marketplaces

This paper investigates two seller-driven black-hat online marketplaces, SEOClerks and MyCheapJobs, aiming to shed light on the services they offer as well as sellers and customers they attract. We perform a measurement-based analysis based on complete crawls of their websites and find that the vast majority of services target popular social media and e-commerce websites, such as website backlinks, Instagram followers, or Twitter retweets, and estimate revenues to be at least $1.3M for SEOClerks and $116K for MyCheapJobs. Our analysis uncovers the characteristics of these two non-underground seller-driven marketplaces and shows that many top sellers belong to an "insider ring", where accounts created close to the marketplaces' launch account for the majority of the sales. We provide first-of-its-kind evidence that marketplace operators may be involved in perpetuating fraudulent activities and hope to facilitate deployment of technical, legal, and economic countermeasures.