Syndicators as Attestors of Premium Clicks Sergei Chevtsov, SLAC, 09-14-2007 AdFraud 2007.

Syndicators as Attestors of

Premium Clicks

Sergei Chevtsov, SLAC, 09-14-2007

AdFraud 2007


Personal Intro

Sergei Chevtsov

born in Russia, raised in Germany

software developer

at SLAC since 2005


Contents

1. Pay-per-Click Fraud

2. Click Attestor

3. Naïve Design

4. Online Demo

5. Integration with Premium Clicks

6. Summary


Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


Syndicator

Publisher

Advertiser

Adclicks

contractspay$

Pay-per-Click

registers


Syndicator

Publisher

Advertiser

Ad

contracts

PPC: Ad Publishing

hosts


Syndicator

Publisher

Advertiser

Adclicks

pays

PPC In Action

registers


P+S(Google)

Advertiser

Adclicks

Simplified Model of PPC

registers

redirects

pays


Google

Advertiser

Adclicks

pays

Click Fraud

registers


Forms of Click Fraud

Click simulator

e.g. bot

Unintentional click

e.g. curser-following banner

Click farm


Victims of Click Fraud

Advertiser

loss of money

Web surferunpleasant experience


Focus of my Talk

Advertiser

loss of money

Web surferunpleasant experience


Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


Main PPC Question

Is the Client/Click legitimate?

?


Term

Client Attestor determines whether a client is legitimate

based on her actions.

Attestor? ok


Google

Advertiser

Adclicks

contracts

Who could act as Attestor?

registers

redirects


Two Scenarios

Attestor = Google + Advertiser

Advertiser classifies client actions

Note: Google + Client

similar to TV ratings (not in this presentation)


Advertiser

clicks

contracts

PPC + Attesting

registers

attests

Ad

Google

?


Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


Simple Use Case

Client Google Advertiserclicks ad

redirects

displays site

makes purchase

registers


2 Steps of Attesting


redirects

displays site

makes purchase

notifies (1)

certifies (2)

registers


Feedback from Advertiser


redirects

displays site

makes purchase

notifies (1)

certifies (2)

registers


Basic Requirements


redirects

displays site

makes purchase

notifies

certifies

registers

•Client Privacy

•Added Value


Terms

1.Temporary Client ID

2.Action Points

3.Client Level


Terms


2.Action Points

3.Client Level


Temporary Client ID

A unique string that identifies the client

Generated and stored by syndicator

Valid for a short period


Communication via Temporary Client ID


displays site

makes purchase

certifies

registers

redirects + tempID

notifies + tempID

•Client Privacy


Terms


2.Action Points

3.Client Level


Action Points

Syndicator and advertiser develops a point-based scheme for client actions, e.g.

1 point = “Subscribe to newsletter”

20 points = “Buy for $100-$1000”


Action Points


displays site

makes purchase

certifies

registers

redirects + tempID

notifies + tempID + points

•Client Privacy


Terms


2.Action Points

3.Client Level


Client Level

The level of a client is determined by the sum of his points

“stars” for Ebay members


Value of Points/Level


displays site

makes purchase

certifies

registers

redirects + tempID + cLevel


•Client Privacy

•Added Value


Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


Online Demo

http://www.chevtsov.com/adfraud


Production Issues


displays site

makes purchase

certifies

registers

•Authenticity

•Uniqueness

•Clean up




Production Issues


displays site

makes purchase

certifies

registers

•Useful metric

•Transferability

•Integrity/Auditing

•Competitor access?




Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


2 Steps of Attesting



displays site

makes purchase

certifies (2)

registers

notifies+tempID+points (1)


Client Certification


displays site

makes purchase

certifies (2)

registers




Basic Requirements


displays site

makes purchase

certifies

registers



•Client Privacy

•Speed


Premium Clicks


displays site

makes purchase

certifies via coupon

registers



Use coupons from“ Premium Clicks”!


Contents


2. Click Attestor

3. Naïve Design

4. Online Demo


6. Summary


Use Case: New Client

Client Syndicator Advertiserclicks ad

displays site

makes purchase

certifies via coupon

registers



got coupon?

no.


Use Case: Premium Client

Client Syndicator Advertiserclicks ad

displays site

makes purchase

updates coupon

registers as premium



got coupon?

yes!


The End

Thank you!

Syndicators as Attestors of Premium Clicks Sergei Chevtsov, SLAC, 09-14-2007 AdFraud 2007.

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