DocumentCode
3125254
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
fYear
2012
fDate
11-14 June 2012
Firstpage
123
Lastpage
125
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;
fLanguage
English
Publisher
ieee
Conference_Titel
Intelligence and Security Informatics (ISI), 2012 IEEE International Conference on
Conference_Location
Arlington, VA
Print_ISBN
978-1-4673-2105-1
Type
conf
DOI
10.1109/ISI.2012.6284104
Filename
6284104
Link To Document