Click fraud resistant methods for learning click-through rates
WINE'05 Proceedings of the First international conference on Internet and Network Economics
Data mining and audience intelligence for advertising
ACM SIGKDD Explorations Newsletter - Special issue on visual analytics
Post-click conversion modeling and analysis for non-guaranteed delivery display advertising
Proceedings of the fifth ACM international conference on Web search and data mining
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The online advertising industry is currently based on two dominant business models: the pay-per-impression model and the pay-per-click model. With the growth of sponsored search during the last few years, there has been a move toward the pay-per-click model as it decreases the risk to small advertisers. An alternative model, discussed but not widely used in the advertising industry, is pay-per-conversion, or more generally, pay-per-action. In this paper, we discuss mechanisms for the pay-per-action model and various challenges involved in designing such mechanisms.