Managing the quality of CPC traffic

Authors:
Bobji Mungamuru;Hector Garcia-Molina
Affiliations:
Stanford University, Stanford, CA, USA;Stanford University, Stanford, CA, USA
Venue:
Proceedings of the 10th ACM conference on Electronic commerce
Year:
2009

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Abstract

We show how an online advertising network can use filtering, predictive pricing and revenue sharing together to manage the quality of cost-per-click (CPC) traffic. Our results suggest that predictive pricing alone can and should be used instead of filtering to manage organic traffic quality, whereas either method can be used to deter click inflation.