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Professional Who's Who

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sues. Click-through rates (CTRs) on YouTube show that videos with hyperbolic or misleading title, created for the purpose of being attention-grabbing, displayed higher amounts of click-through rates than that of videos which did not. Clickbait tactics generally lead to higher clickthrough rates, and to higher revenue and optimization of a content creator's overall engagement. There are various clickbait strategies, including the composition of headlines of news and online articles that build suspense and sensation, luring and teasing users to click. Some of the popular approaches in achieving these include the presentation of link and images that are interesting to the user, exploiting curiosity related to greed or prurient interest. It is not uncommon, for instance, for these contents to include lewd image or a "make money quick" scheme. Clickbait is also used in abundance on streaming platforms that thrive with targeted-ads and personaliza tion. At the International Consumer Electronics Show, YouTube revealed that most of the videos watched and watch-time generated did not come from google searches, but from personalized advertisements and the recommendations page. Recommendations on YouTube are driven by a viewers personal watch history and videos that get an abundance of clicks. With a streaming platform like YouTube, which has upwards of 30 million active users a day, the videos that are watched are very likely to be that with clickbait in either the title or thumbnail of the video, garnishing attention and therefore clicks. Backlash Artistic representation of 'clickbait', Bondi Junction, New South Wales, Australia By 2014, the ubiquity of clickbait on the web had begun to lead to a backlash against its use. Satirical newspaper The Onion launched a new website, ClickHole, that parodied clickbait websites such as Upworthy and BuzzFeed, and in August 2014, Facebook announced that it was taking technical measu res to reduce the impact of clickbait on its social network, using, among other cues, the time spent by the user on visiting the linked page as a way of distinguishing clickbait from other types of content. Ad blockers and a general fall in advertising clicks also affected the clickbait model, as websites moved toward sponsored advertising and native advertising where the content of the article was more important than the click-rate. Clickbait has also been used in association with online malware and cyberattacks across the net. With the increasing number of youth using the internet for various reasons, especially due to the COVID-19 pandemic and Stay-at-home orders, many children are at a higher risk of cyberattacks due to clickbait. Teens and children who are attracted by personalized ads are met with redirections to malicious sites through the use of clickbait. This has caused many platforms, search engines, and routers to detect clickbait and prevent it from performing a cyberat tack on someone who is more vulnerable. Web browsers have incorporated tools to detect and mitigate the clickbait problem while social media platforms such as Twitter have implemented algorithms to filter clickbait contents. Social media groups, such as Stop Clickbait, combat clickbait by giving a short summary of the clickbait article, closing the "curiosity gap". Clickbait reporting browser plug-ins have been also developed by the research community in order to report clickbait links for further advances in the field based on supervised learning algorithms. Security software providers offer advice on how to avoid harmful clickb