Title :
Publisher click fraud in the pay-per-click advertising market: Incentives and consequences
Author :
Li, Xiarong ; Liu, Yong ; Zeng, Daniel
Author_Institution :
Inst. of Autom., Chinese Acad. of Sci., Beijing, China
Abstract :
Pay-per-click (PPC) advertising is being seriously threatened by the click fraud (CF). In this paper, we report a game-theoretic analysis of the incentives and consequences of CF involving Web content publishers. We find that the publisher competition induces CF, harming the efficiency especially the publisher payoff allocation in the market.
Keywords :
Internet; advertising data processing; fraud; security of data; Web content publishers; click fraud; game-theoretic analysis; pay-per-click advertising; Blogs; PPC advertising; click fraud; sponsored search;
Conference_Titel :
Intelligence and Security Informatics (ISI), 2011 IEEE International Conference on
Conference_Location :
Beijing
Print_ISBN :
978-1-4577-0082-8
DOI :
10.1109/ISI.2011.5984082
