A Mechanism for On-line Advertisement Placement to Deter Click Fraud

被引：2

作者：

Zhou, Wei ^{[1
]}

Bandyopadhyay, Subhajyoti ^{[1
]}

Cheng, Hsing K. ^{[1
,2
]}

Pathak, Praveen

机构：

[1] Univ Florida, Warrington Coll Business Adm, Dept Informat Syst & Operat Management, Gainesville, FL 32611 USA

[2] Coll William & Mary, Williamsburg, VA 23187 USA

来源：

INTERNATIONAL JOURNAL OF ELECTRONIC COMMERCE | 2008年 / 13卷 / 02期

关键词：

Click fraud; double-sided moral hazard; on-line advertising;

D O I：

10.2753/JEC1086-4415130201

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The principal-agent problem of the on-line advertising market is investigated with respect to the publisher, the coordinator, and the advertiser. The publisher-coordinator contract is a double-sided moral hazard problem; the coordinator-advertiser contract is a double moral hazard problem with the agent's effort observed. These findings are compared to the auction-based model, and the cause and conditions of click fraud under both models are explained. The discussion shows that an efficient market deters click fraud, but an auction-based market is unable to achieve full efficiency.

引用

页码：9 / 27

页数：19

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