Title :
Click frauds and price determination models
Author :
Li, Xiarong ; Zeng, Daniel ; Wang, Lei
Author_Institution :
State Key Lab. of Manage. & Control for Complex Syst., Inst. of Autom., Beijing, China
Abstract :
Click fraud (CF) has become a serious problem in the online advertising, making the anti-CF issue quite important. In this paper, we analyze the effects of the price determination model on the CF situations in online advertising. Our theoretical results show that the flat-rate model can induce more click frauds than the real-time-bidding model. Our finding is validated with a real advertising dataset.
Keywords :
advertising data processing; fraud; pricing; security of data; PPC advertising; click frauds; online advertising; pay-per-click; price determination models; Advertising; Analytical models; Biological system modeling; Filtering; Games; Mathematical model; Nash equilibrium; PPC advertising; click fraud; fraud prevention;
Conference_Titel :
Intelligence and Security Informatics (ISI), 2012 IEEE International Conference on
Conference_Location :
Arlington, VA
Print_ISBN :
978-1-4673-2105-1
DOI :
10.1109/ISI.2012.6284104
