Computer Crime Research Center


Click fraud solution

Date: July 04, 2006
By: Bill Slawski

In Pay-Per-Percentage vs. PPC, Shimon Sandler points out an interesting new paper from the folks at Microsoft Research - Pay-Per-Percentage of Impressions: An Advertising Method that is Highly Robust to Fraud (pdf)

As Shimon notes, the idea is that this type of advertising approach would be "immune to both click fraud and impression fraud," and would use something called "pre-fix match" instead of broad match.

The author of the paper is Joshua Goodman, who is a Principal Researcher, and the head of the Microsoft Learning for Messaging and Adversarial Problems (LMAP) team, and who has an impressive page of other publications listed on the Microsoft domain, including a recent one on Finding Advertising Keywords on Web Pages (pdf).

What does pay-per-impressions mean? Simply, someone can can for a percentage of all impressions for certain keywords or keyword phrases over a period of time.

In this system, an advertiser picks a keyword, e.g. “cameras” and purchases, perhaps through bidding, a certain percentage of all impressions for that keyword. For instance, an advertiser might pay $1.00 to MSN Search. In return, the advertiser might receive 10% of all impressions for “camera” for 1 week. What does this mean? It means that for 1 week, one out of ten times that someone searches for the word “camera”, they will see the ad.

The number of real impressions that an advertiser receives would not be affected by the number of fake impressions. The paper describes how this mechanism would need to work to avoid impression fraud, and how a broad match-type of system could function under a pay-per-percentage type system.
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