付费点击广告市场中的发行商点击欺诈:动机和后果

Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics Pub Date : 2011-07-10 DOI:10.1109/ISI.2011.5984082

Xiarong Li, Yong Liu, D. Zeng

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引用次数: 7

摘要

点击欺诈正严重威胁着点击付费广告的发展。本文从博弈论的角度分析了网络内容发布者合作的动机和后果。研究发现，出版商之间的竞争导致了市场竞争，损害了市场效率，尤其是出版商的收益分配。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Publisher click fraud in the pay-per-click advertising market: Incentives and consequences

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.

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Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics

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