A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising
Web advertisers prefer the cost-per-action (CPA) advertisement model whereby an advertiser pays a web publisher according to the actual amount of transactions, rather than the volume of advertisement clicks. The main obstacle for a wide deployment of this model is the deflation fraud. Namely, a dish...
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sg-smu-ink.sis_research-23082019-08-20T00:45:40Z A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising DING, Xuhua Web advertisers prefer the cost-per-action (CPA) advertisement model whereby an advertiser pays a web publisher according to the actual amount of transactions, rather than the volume of advertisement clicks. The main obstacle for a wide deployment of this model is the deflation fraud. Namely, a dishonest advertiser under-reports the transaction count in order to discharge less. In this paper, we present a mechanism to detect such a fraud using a hybrid of cryptography and probability tools. With the assistance from a small number of users, the publisher can detect deflation fraud with a success probability growing exponentially with the fraud amount, and can estimate the amount of frauds. Our scheme is amiable to both the advertiser and the users because the existing transaction model remains unchanged. It is also efficient and scalable as the incurred communication, computation and storage costs are independent of the number of transactions. 2010-06-01T07:00:00Z text application/pdf https://ink.library.smu.edu.sg/sis_research/1309 info:doi/10.1007/978-3-642-13708-2_32 https://ink.library.smu.edu.sg/context/sis_research/article/2308/viewcontent/Hybrid_CPA_online_ad_2010_ACNS_av.pdf http://creativecommons.org/licenses/by-nc-nd/4.0/ Research Collection School Of Computing and Information Systems eng Institutional Knowledge at Singapore Management University E-Commerce Information Security |
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E-Commerce Information Security DING, Xuhua A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
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Web advertisers prefer the cost-per-action (CPA) advertisement model whereby an advertiser pays a web publisher according to the actual amount of transactions, rather than the volume of advertisement clicks. The main obstacle for a wide deployment of this model is the deflation fraud. Namely, a dishonest advertiser under-reports the transaction count in order to discharge less. In this paper, we present a mechanism to detect such a fraud using a hybrid of cryptography and probability tools. With the assistance from a small number of users, the publisher can detect deflation fraud with a success probability growing exponentially with the fraud amount, and can estimate the amount of frauds. Our scheme is amiable to both the advertiser and the users because the existing transaction model remains unchanged. It is also efficient and scalable as the incurred communication, computation and storage costs are independent of the number of transactions. |
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DING, Xuhua |
author_facet |
DING, Xuhua |
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DING, Xuhua |
title |
A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
title_short |
A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
title_full |
A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
title_fullStr |
A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
title_full_unstemmed |
A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising |
title_sort |
hybrid method to detect deflation fraud in cost-per-action online advertising |
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Institutional Knowledge at Singapore Management University |
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2010 |
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https://ink.library.smu.edu.sg/sis_research/1309 https://ink.library.smu.edu.sg/context/sis_research/article/2308/viewcontent/Hybrid_CPA_online_ad_2010_ACNS_av.pdf |
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