Click fraud resistant methods for learning click-through rates
WINE'05 Proceedings of the First international conference on Internet and Network Economics
An analysis of the importance of the long tail in search engine marketing
Electronic Commerce Research and Applications
International Journal of Electronic Commerce
The Brand Effect of Key Phrases and Advertisements in Sponsored Search
International Journal of Electronic Commerce
Measuring dynamic effects of display advertising in the absence of user tracking information
Proceedings of the Sixth International Workshop on Data Mining for Online Advertising and Internet Economy
Dynamic effects of ad impressions on commercial actions in display advertising
Proceedings of the 21st ACM international conference on Information and knowledge management
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The on-line advertising industry is based on two dominant business models: pay-per-impression and pay-per-click. The growth of sponsored search has fostered a move to the pay-per-click model because it is less risky for small advertisers. An alternative model, discussed but not widely used in the advertising industry, is pay-per-conversion, or more generally, pay-per-action. This paper discusses the challenges of designing mechanisms for the pay-per-action model and approaches to tackle some of them.