• DocumentCode
    2757482
  • 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
  • fYear
    2011
  • fDate
    10-12 July 2011
  • Firstpage
    207
  • Lastpage
    209
  • 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;
  • fLanguage
    English
  • Publisher
    ieee
  • Conference_Titel
    Intelligence and Security Informatics (ISI), 2011 IEEE International Conference on
  • Conference_Location
    Beijing
  • Print_ISBN
    978-1-4577-0082-8
  • Type

    conf

  • DOI
    10.1109/ISI.2011.5984082
  • Filename
    5984082
    • Link To Document
    https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=2757482