Click Fraud Resistant Methods for Learning Click-Through Rates
In pay-per-click online advertising systems like Google, Overture, or MSN, advertisers are charged for their ads only when a user clicks on the ad. While these systems have many advantages over other methods of selling online ads, they suffer from one major drawback. They are highly susceptible to a particular style of fraudulent attack called click fraud. Click fraud happens when an advertiser or service provider generates clicks on an ad with the sole intent of increasing the payment of the advertiser. Leaders in the pay-per-click marketplace have identified click fraud as the most significant threat to their business model. We demonstrate that a particular class of learning algorithms, called click-based algorithms, are resistant to click fraud in some sense. We focus on a simple situation in which there is just one ad slot, and show that fraudulent clicks can not increase the expected payment per impression by more than o(1) in a click-based algorithm. Conversely, we show that other common learning algorithms are vulnerable to fraudulent attacks.
KeywordsService Provider Learning Algorithm Total Charge Total Payment Average Payment
Unable to display preview. Download preview PDF.
- 1.Feng, J., Bhargava, H.K., Pennock, D.: Comparison of allocation rules for paid placement advertising in search engines. In: Proceedings of the fifth International Conference on Electronic Commerce, Pittsburgh, PA, USA (2003)Google Scholar
- 2.Goodman, J.: Pay-per-percentage of impressions: an advertising method that is highly robust to fraud. In: Workshop on Sponsored Search Auctions (2005)Google Scholar
- 4.Bhargava, H., Feng, J., Pennock, D.: Implementing paid placement in web search engines: Computational evaluation of alternative mechanisms, accepted by informs journal of computing. To appear in the Informs Journal of ComputingGoogle Scholar
- 5.Mitchell, D.: Click fraud and halli-bloggers. New York Times (July 16, 2005)Google Scholar
- 7.Penenberg, A.: Click fraud threatens web. Wired News (October 13, 2004)Google Scholar
- 8.Stone, B.: When mice attack: Internet scammers steal money with ‘click fraud’. Newsweek (January 24, 2005)Google Scholar
- 9.Vidyasagar, N.: India’s secret army of online ad ‘clickers’. The Times of India (May 3, 2004)Google Scholar