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
收藏
页码：9 / 27
页数：19
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