Bao Lijiang
ABSTRACT
In the environment of electronic commerce, enterprises can accurately identify the target consumer groups and use the advertising platform to deliver targeted advertisements. The advertising platform makes false clicks to obtain higher returns. False click will bring negative effects to consumers and enterprises using the platform to advertise, reduce consumer trust and purchase intention, and affect the advertising decision of enterprises. This paper uses two-stage game to analyze the advertising strategy of enterprises and platforms and the pricing strategy of enterprises. It is found that the platform will not carry out unlimited click fraud, and the consumption conversion rate of advertising and the conversion rate of consumer loss caused by click fraud will have a nonlinear effect on the range of advertising delivery.
- Wilbur K C, Zhu Y. Click fraud[J]. Marketing Science, 2009, 28(2):293--308.Google Scholar
Digital Library
- Jansen B J. Click fraud[J]. Computer, 2007, 40(7).Google Scholar
- Liu Wenhui, Li Jili. Google vs. Zombies Ads [J].][3 21st Century Business Review, 2015(6):93--93.Google Scholar
- Alrwais S A, Gerber A, Dunn C W, et al. Dissecting ghost clicks: Ad fraud via misdirected human clicks[C]//Proceedings of the 28th Annual Computer Security Applications Conference. ACM, 2012: 21--30.Google Scholar
- Snyder P, Kanich C. No Please, After You: Detecting Fraud in Affiliate Marketing Networks[C]//WEIS.2015.Google Scholar
- Liu D, Chen J, Whinston AB (2009)Current issues in keyword auctions. Adomavicius G, Gupta A, eds. Handbook of Information Systems: Business Computing, Vol.3(Emerald Group Publishing Limited, Bingley, UK), 69--97.Google Scholar
- Click Forensics (2010a) Click fraud rate faces lightly in Q2 to 18.6percent. Accessed November 13, 2011, http://www.clickforensics.com/newsroom/press-releases/165-click-fraud-rate-rises-slightly-in-q2-2010-to-186-percent.html.2010Google Scholar
- Delaney K (2005)In "Click fraud," Web outfits have a costly problem: Marketers worry about bills inflated by people gaming the search ad-system. Wall Street J.(April 6) A1. http://online.wsj.com/article/SB111275037030799121.html.Google Scholar
- Dong Yannan, Liu Xuejun, Li Bin, et al. [J].] Click on Fraud Group Detection and Discovery Computer Applied Research, 2016, 33(6):1771--1774.Google Scholar
- Dong Yannan, Liu Xuejun, Li Bin. A Click Fraud Detection Method [J].] Based on User Behavioral Feature Selection Computer Science, 2016(10 2016):145--149.Google Scholar
- The sea eagle. Evolutionary Game of Online Advertisement Selection and Commodity Network Pricing [J].].1 Management Review, 2015, 27(6):179.Google Scholar
- Oentaryo R J, Lim E P, Finegold M, et al. Detecting click fraud in online advertising: a data mining approach[J]. Journal of Machine Learning Research, 2014, 15(1):99--140.Google ScholarDigital Library
- [H. Xu, D. Liu, A. Koehl, H. Wang, and A. Stavrou, "Click fraud detection on the advertiser side," in Proceedings of the 19th European Symposium on Research in Computer Security. Springer, 2014, pp.419--438.Google Scholar
- Taneja M, Garg K, Purwar A, et al. Prediction of click frauds in mobile advertising[C]//Contemporary Computing (IC3), 2015 Eighth International Conference on. IEEE, 2015:162--166.Google Scholar
- Gal-Or E, Gal-Or M, May J H, Spangler W E. Targeted advertising strategies on television [J]. Management Science, 2006, 52(5):713--725.Google ScholarDigital Library
- Chen Y, Iyer G. Research note consumer addressability and customized pricing[J]. Marketing Science, 2002, 21(2):197--208.Google ScholarDigital Library
- Chen Y, Narasimhan C, Zhang Z J. Individual marketing with imperfect targetability[J]. Marketing Science, 2001, 20(1):23--41.Google ScholarDigital Library
Index Terms
- Analysis of Advertising Strategy of Enterprises and Advertising Platforms under Clicking Fraud
Recommendations
An economic analysis of online advertising using behavioral targeting
Online publishers and advertisers have recently shown increasing interest in using targeted advertising online. Such targeting allows them to present users with advertisements that are a better match, based on their past browsing and search behavior and ...
Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?
Online targeting has been increasingly used to deliver ads to consumers. But discovering how to target the most valuable web visitors and generate a high response rate is still a challenge for advertising intermediaries and advertisers. The purpose of ...
Targeted Advertising in Magazine Markets and the Advent of the Internet
This paper examines how the ability of traditional media firms to engage in targeted advertising has changed with the advent of the Internet. We find that the premium for reaching a homogeneous audience increases for magazines that have a companion ...
Comments