Competition and Fraud in Online Advertising Markets

Abstract. An economic model of the online advertising market is presented, focusing on the effect of ad fraud. In the model, the market is comprised of three classes of players: publishers, advertising networks, and advertisers. The central question is whether ad networks have an incentive to aggressively combat fraud. The main outcome of the model is to answer this question in the affirmative.

• Type: Conference
• Year: 2008
• Where: FC
• Authors: Bob Mungamuru, Stephen Weis
• Keywords: Ad Fraud, Cryptology, Economic Model, FC 2008, Online Advertising Market