Mungamuru, Bob and Weis, Stephen and Garcia-Molina, Hector (2008) Should Ad Networks Bother Fighting Click Fraud? (Yes, They Should.). Technical Report. Stanford.
Suppose an ad network decides that a given click-through is invalid (or ``fraudulent''). The implication is that the ad network will not bill the advertiser for that click-through. On the other hand, if the ad network decides that the click-through was valid, they could charge full price. Therefore, arguably, the ad network is ``leaving money on the table'' by marking click-throughs invalid. As such, should ad networks even bother fighting click fraud? We analyze a simple economic model of the online advertising market and conclude that the answer is, unequivocally, ``yes''.
|Item Type:||Techreport (Technical Report)|
|Uncontrolled Keywords:||click fraud, economics, publishers, advertising networks, advertisers|
|Subjects:||Computer Science > E-Commerce|
|Related URLs:||Project Homepage||http://crypto.stanford.edu/portia/|
|Deposited By:||Import Account|
|Deposited On:||01 Jul 2008 17:00|
|Last Modified:||10 Dec 2008 16:05|
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