Competition and Fraud in Online Advertising Markets
Venue
Financial Cryptography(2008)
Publication Year
2008
Authors
Bob Mungamuru, Stephen A. Weis
BibTeX
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