Click frauds and price determination models

Xiarong Li, Daniel Zeng, Lei Wang

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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.

Original languageEnglish (US)
Title of host publicationISI 2012 - 2012 IEEE International Conference on Intelligence and Security Informatics
Subtitle of host publicationCyberspace, Border, and Immigration Securities
Pages123-125
Number of pages3
DOIs
StatePublished - Oct 17 2012
Event2012 10th IEEE International Conference on Intelligence and Security Informatics, ISI 2012 - Washington, DC, United States
Duration: Jun 11 2012Jun 14 2012

Publication series

NameISI 2012 - 2012 IEEE International Conference on Intelligence and Security Informatics: Cyberspace, Border, and Immigration Securities

Other

Other2012 10th IEEE International Conference on Intelligence and Security Informatics, ISI 2012
CountryUnited States
CityWashington, DC
Period6/11/126/14/12

Keywords

  • PPC advertising
  • click fraud
  • fraud prevention

ASJC Scopus subject areas

  • Artificial Intelligence
  • Information Systems

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  • Cite this

    Li, X., Zeng, D., & Wang, L. (2012). Click frauds and price determination models. In ISI 2012 - 2012 IEEE International Conference on Intelligence and Security Informatics: Cyberspace, Border, and Immigration Securities (pp. 123-125). [6284104] (ISI 2012 - 2012 IEEE International Conference on Intelligence and Security Informatics: Cyberspace, Border, and Immigration Securities). https://doi.org/10.1109/ISI.2012.6284104