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

Xiarong Li; Yong Liu; Daniel Zeng

doi:10.1109/ISI.2011.5984082

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

Xiarong Li, Yong Liu, Daniel Zeng

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

4 Scopus citations

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.

Original language	English (US)
Title of host publication	Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011
Pages	207-209
Number of pages	3
DOIs	https://doi.org/10.1109/ISI.2011.5984082
State	Published - 2011
Event	2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011 - Beijing, China Duration: Jul 10 2011 → Jul 12 2011

Publication series

Name	Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011

Other

Other	2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011
Country/Territory	China
City	Beijing
Period	7/10/11 → 7/12/11

Keywords

click fraud
PPC advertising
sponsored search

ASJC Scopus subject areas

Artificial Intelligence
Information Systems

Access to Document

10.1109/ISI.2011.5984082

Cite this

Li, X., Liu, Y., & Zeng, D. (2011). Publisher click fraud in the pay-per-click advertising market: Incentives and consequences. In Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011 (pp. 207-209). [5984082] (Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011). https://doi.org/10.1109/ISI.2011.5984082

Publisher click fraud in the pay-per-click advertising market : Incentives and consequences. / Li, Xiarong; Liu, Yong; Zeng, Daniel.

Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011. 2011. p. 207-209 5984082 (Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Li, X, Liu, Y & Zeng, D 2011, Publisher click fraud in the pay-per-click advertising market: Incentives and consequences. in Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011., 5984082, Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011, pp. 207-209, 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011, Beijing, China, 7/10/11. https://doi.org/10.1109/ISI.2011.5984082

Li X, Liu Y, Zeng D. Publisher click fraud in the pay-per-click advertising market: Incentives and consequences. In Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011. 2011. p. 207-209. 5984082. (Proceedings of 2011 IEEE International Conference on Intelligence and Security Informatics, ISI 2011). doi: 10.1109/ISI.2011.5984082

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

Abstract

Publication series

Other

Keywords

ASJC Scopus subject areas

Access to Document

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