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Department of Computer Science Seminar
2008 Series

Estimating the Number of Genuine and Fraudulent Clicks in the Pay-Per-Click Model

Dr. Wendy Hui
Zayed University
Abu Dhabi U.A.E.

Date: January 30, 2008 (Wednesday)
Time: 11:30 am - 12:30 pm
Venue: SCT909, Cha Chi Ming Science Tower, Ho Sin Hang Campus

Two simple methods to estimate the number of fraudulent and genuine clicks are proposed. Both methods are immune to click fraud. The first method involves the use of web bugs and it relies on the assumption that all genuine clicks come from converted users (i.e., users who have actually made a predefined action, such as a purchase or a subscription). The implications of the violation of this assumption are discussed. The second method relies on the assumption that the cost-per-click (CPC) of a keyword is chosen by the advertiser to maximize the net benefit of online advertising. The contribution of the paper is to demonstrate that it is possible to estimate the number of genuine and fraudulent clicks without an operationalization of fraudulent clicks, as suggested by Tuzhilin (2006).

Wendy Hui holds a Ph.D. in Information Systems from the Hong Kong University of Science and Technology (HKUST). She is currently an Assistant Professor at Zayed University, Abu Dhabi, U.A.E. Her research interests include Economics of Information Systems, Information Security, and Technology-Assisted Learning. Her work has been accepted at Journal of Management Information Systems (JMIS), Decision Support Systems (DSS), IEEE Transactions on Systems, Man and Cybernetics, Part A (IEEE SMCA), and Communication of the AIS (CAIS).

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Department of Computer Science, Hong Kong Baptist University
Hong Kong Baptist University