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Click frauds and price determination models

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3 Author(s)
Xiarong Li ; State Key Laboratory of Management and Control for Complex Systems, Institute of Automation, Chinese Academy of Sciences, China ; Daniel Zeng ; Lei Wang

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.

Published in:

Intelligence and Security Informatics (ISI), 2012 IEEE International Conference on

Date of Conference:

11-14 June 2012