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Competition and Fraud in Online Advertising Markets

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Book cover Financial Cryptography and Data Security (FC 2008)

Part of the book series: Lecture Notes in Computer Science ((LNSC,volume 5143))

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Abstract

An economic model of the online advertising market is presented, focusing on the effect of ad fraud. In the model, the market is comprised of three classes of players: publishers, advertising networks, and advertisers. The central question is whether ad networks have an incentive to aggressively combat fraud. The main outcome of the model is to answer this question in the affirmative.

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References

  1. Daswani, N., Mysen, C., Rao, V., Weis, S., Gharachorloo, K., Ghosemajumder, S.: Online Advertising Fraud. In: Crimeware: Understanding New Attacks and Defenses. Addison-Wesley Professional, Reading (2008)

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  2. Daswani, N., Stoppelman, M.: The anatomy of clickbot.A. In: Hot Topics in Understanding Botnets (HotBots), Usenix (April 2007)

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  3. Gandhi, M., Jakobsson, M., Ratkiewicz, J.: Badvertisements: Stealthy click-fraud with unwitting accessories. Journal of Digital Forensic Practice 1(2), 131–142 (2006)

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  4. Immorlica, N., Jain, K., Mahdian, M., Talwar, K.: Click fraud resistant methods for learning click-through rates. In: Deng, X., Ye, Y. (eds.) WINE 2005. LNCS, vol. 3828, pp. 34–45. Springer, Heidelberg (2005)

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  5. Penenberg, A.L.: Click fraud threatens web. In: Wired News (October 2004)

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  6. Schneier, B.: Google’s click-fraud crackdown. In: Wired News (July 2006)

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Author information

Authors and Affiliations

  1. Stanford University, Stanford, CA, USA, 94305

    Bob Mungamuru

  2. Google Inc., Mountain View, CA, USA, 94043

    Stephen Weis

Authors
  1. Bob Mungamuru
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  2. Stephen Weis
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Editor information

Gene Tsudik

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© 2008 Springer-Verlag Berlin Heidelberg

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Mungamuru, B., Weis, S. (2008). Competition and Fraud in Online Advertising Markets. In: Tsudik, G. (eds) Financial Cryptography and Data Security. FC 2008. Lecture Notes in Computer Science, vol 5143. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-85230-8_16

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  • DOI: https://doi.org/10.1007/978-3-540-85230-8_16

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-85229-2

  • Online ISBN: 978-3-540-85230-8

  • eBook Packages: Computer ScienceComputer Science (R0)

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