The Community for Technology Leaders
RSS Icon
Subscribe
Issue No.06 - November/December (2011 vol.26)
pp: 31-39
Xiarong Li , Chinese Academy of Sciences
Daniel D. Zeng , University of Arizona and Chinese Academy of Sciences
Yong Liu , University of Arizona
Yanwu Yang , Chinese Academy of Sciences
ABSTRACT
<p>Modeling click fraud as a competitive strategy illustrates the motivations behind publisher behaviors and shows how it evolves and harms market efficiency.</p>
INDEX TERMS
intelligent systems, social and economic computing, click fraud
CITATION
Xiarong Li, Daniel D. Zeng, Yong Liu, Yanwu Yang, "Click Fraud and the Adverse Effects of Competition", IEEE Intelligent Systems, vol.26, no. 6, pp. 31-39, November/December 2011, doi:10.1109/MIS.2011.77
REFERENCES
1. Interactive Advertising Bureau and PricewaterhouseCoopers, "IAB Internet Advertising Revenue Report 2010 Full Year Results," Apr. 2011; www.iab.net/media/fileIAB_Full_year_2010_0413_Final.pdf .
2. B. Kitts et al., "Click Fraud," Bulletin of the Am. Soc. for Information Science and Technology, vol. 32, no. 2, 2006, pp. 20–23.
3. N. Kshetri, "The Economics of Click Fraud," IEEE Security & Privacy, vol. 8, no. 3, 2010, pp. 45–53.
4. K.C. Wilbur and Y. Zhu, "Click Fraud," Marketing Science, vol. 28, no. 2, 2009, pp. 293–308.
5. H. Varian, "Position Auctions," Int'l J. Industrial Organization, vol. 25, no. 6, 2007, pp. 1163–1178.
6. M. Cary et al., "Greedy Bidding Strategies for Keyword Auctions," Proc. 8th ACM Conf. Electronic Commerce, ACM Press, 2007, pp. 262–271.
7. C. Borgs et al., "Dynamics of Bid Optimization in Online Advertisement Auctions," Proc. 16th Int'l Conf. World Wide Web, ACM Press, 2007, pp. 531–540; www2007.org/paperspaper089.pdf.
8. D. Fudenberg and D.K. Levine, The Theory of Learning in Games, MIT Press, 1998.
9. D.H. Reiley, S.M. Li, and R.A. Lewis, "Northern Exposure: A Field Experiment Measuring Externalities Between Search Advertisements," Proc. 11th ACM Conf. Electronic Commerce, ACM Press, 2010, pp. 297–304.
15 ms
(Ver 2.0)

Marketing Automation Platform Marketing Automation Tool