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Managing the Quality of CPC Traffic

Mungamuru, Bobji and Garcia-Molina, Hector (2008) Managing the Quality of CPC Traffic. Technical Report. Stanford.




We show how an online advertising network can use filtering, predictive pricing and revenue sharing together to manage the quality of cost-per-click (CPC) traffic. Our results suggest that predictive pricing alone can and should be used instead of filtering to manage organic traffic quality, whereas either method can be used to deter click inflation.

Item Type:Techreport (Technical Report)
Uncontrolled Keywords:predictive pricing, revenue sharing, filtering, click fraud, CPC, traffic quality
Subjects:Computer Science > E-Commerce
ID Code:873
Deposited By:Bobji Mungamuru
Deposited On:03 Nov 2008 16:00
Last Modified:10 Dec 2008 16:06

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