Click fraud resistant methods for learning click-through rates
WINE'05 Proceedings of the First international conference on Internet and Network Economics
Dynamic cost-per-action mechanisms and applications to online advertising
Proceedings of the 17th international conference on World Wide Web
User modeling in position auctions: re-considering the GSP and VCG mechanisms
Proceedings of The 8th International Conference on Autonomous Agents and Multiagent Systems - Volume 1
Managing the quality of CPC traffic
Proceedings of the 10th ACM conference on Electronic commerce
A survey of contextual advertising
FSKD'09 Proceedings of the 6th international conference on Fuzzy systems and knowledge discovery - Volume 7
The multiple attribution problem in pay-per-conversion advertising
SAGT'11 Proceedings of the 4th international conference on Algorithmic game theory
Dynamic Pay-Per-Action Mechanisms and Applications to Online Advertising
Operations Research
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The online advertising industry is currently based on two dominant business models: the pay-per-impression model and the payper-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 various challenges involved in designing mechanisms for the pay-per-action model, and approaches to tackle some of them.