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Syndicators as Attestors of Premium Clicks

This article discusses the issue of click fraud in pay-per-click (PPC) advertising and introduces the concept of Click Attestor as a solution. It explores the naive design, online demo, and integration with premium clicks. The article highlights the importance of distinguishing legitimate clicks and the potential role of Google as an Attestor. It also covers a simple use case, basic requirements, and terms related to Temporary Client ID, Action Points, and Client Level. Production issues and potential solutions are also discussed.

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Syndicators as Attestors of Premium Clicks

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  1. AdFraud 2007 Syndicators as Attestors ofPremium Clicks Sergei Chevtsov, SLAC, 09-14-2007

  2. Personal Intro • Sergei Chevtsov • born in Russia, raised in Germany • software developer • at SLAC since 2005 Sergei Chevtsov, SLAC, 09-14-2007

  3. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  4. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  5. Ad Pay-per-Click Syndicator Publisher pay$ contracts clicks registers Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  6. Ad PPC: Ad Publishing Syndicator Publisher contracts hosts Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  7. Ad PPC In Action Syndicator Publisher pays clicks registers Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  8. Ad Simplified Model of PPC P+S (Google) redirects pays clicks registers Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  9. Ad Click Fraud Google pays clicks registers Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  10. Forms of Click Fraud • Click simulator • e.g. bot • Unintentional click • e.g. curser-following banner • Click farm Sergei Chevtsov, SLAC, 09-14-2007

  11. Victims of Click Fraud Advertiser • loss of money • Web surfer • unpleasant experience Sergei Chevtsov, SLAC, 09-14-2007

  12. Focus of my Talk Advertiser • loss of money • Web surfer • unpleasant experience Sergei Chevtsov, SLAC, 09-14-2007

  13. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  14. Main PPC Question Is the Client/Click legitimate? ? Sergei Chevtsov, SLAC, 09-14-2007

  15. Term Client Attestor determines whether a client is legitimate based on her actions. ? ok Attestor Sergei Chevtsov, SLAC, 09-14-2007

  16. Ad Who could act as Attestor? Google redirects contracts clicks registers Advertiser Sergei Chevtsov, SLAC, 09-14-2007

  17. Two Scenarios • Attestor = Google + Advertiser • Advertiser classifies client actions Note: Google + Client • similar to TV ratings (not in this presentation) Sergei Chevtsov, SLAC, 09-14-2007

  18. Ad PPC + Attesting Google attests contracts clicks registers Advertiser ? Sergei Chevtsov, SLAC, 09-14-2007

  19. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  20. Simple Use Case clicks ad registers redirects displays site makes purchase Sergei Chevtsov, SLAC, 09-14-2007

  21. 2 Steps of Attesting clicks ad registers redirects displays site makes purchase notifies (1) certifies (2) Sergei Chevtsov, SLAC, 09-14-2007

  22. Feedback from Advertiser clicks ad registers redirects displays site makes purchase notifies (1) certifies (2) Sergei Chevtsov, SLAC, 09-14-2007

  23. Basic Requirements clicks ad registers redirects displays site makes purchase notifies certifies • Client Privacy • Added Value Sergei Chevtsov, SLAC, 09-14-2007

  24. Terms Temporary Client ID Action Points Client Level Sergei Chevtsov, SLAC, 09-14-2007

  25. Terms Temporary Client ID Action Points Client Level Sergei Chevtsov, SLAC, 09-14-2007

  26. Temporary Client ID • A unique string that identifies the client • Generated and stored by syndicator • Valid for a short period Sergei Chevtsov, SLAC, 09-14-2007

  27. Communication via Temporary Client ID clicks ad registers redirects + tempID displays site makes purchase notifies + tempID certifies • Client Privacy Sergei Chevtsov, SLAC, 09-14-2007

  28. Terms Temporary Client ID Action Points Client Level Sergei Chevtsov, SLAC, 09-14-2007

  29. 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” Sergei Chevtsov, SLAC, 09-14-2007

  30. Action Points clicks ad registers redirects + tempID displays site makes purchase notifies + tempID + points certifies • Client Privacy Sergei Chevtsov, SLAC, 09-14-2007

  31. Terms Temporary Client ID Action Points Client Level Sergei Chevtsov, SLAC, 09-14-2007

  32. Client Level The level of a client is determined by the sum of his points • “stars” for Ebay members Sergei Chevtsov, SLAC, 09-14-2007

  33. Value of Points/Level clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies • Client Privacy • Added Value Sergei Chevtsov, SLAC, 09-14-2007

  34. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  35. Online Demo http://www.chevtsov.com/adfraud Sergei Chevtsov, SLAC, 09-14-2007

  36. Production Issues clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies • Authenticity • Uniqueness • Clean up Sergei Chevtsov, SLAC, 09-14-2007

  37. Production Issues clicks ad registers redirects + tempID+ cLevel displays site makes purchase notifies + tempID+ points certifies • Useful metric • Transferability • Integrity/Auditing • Competitor access? Sergei Chevtsov, SLAC, 09-14-2007

  38. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  39. 2 Steps of Attesting clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies+tempID+points (1) certifies (2) Sergei Chevtsov, SLAC, 09-14-2007

  40. Client Certification clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies (2) Sergei Chevtsov, SLAC, 09-14-2007

  41. Basic Requirements clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies • Client Privacy • Speed Sergei Chevtsov, SLAC, 09-14-2007

  42. Premium Clicks clicks ad registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies via coupon Use coupons from “ Premium Clicks”! Sergei Chevtsov, SLAC, 09-14-2007

  43. Contents Pay-per-Click Fraud Click Attestor Naïve Design Online Demo Integration with Premium Clicks Summary Sergei Chevtsov, SLAC, 09-14-2007

  44. Use Case: New Client clicks ad got coupon? no. registers redirects + tempID + cLevel displays site makes purchase notifies + tempID + points certifies via coupon Sergei Chevtsov, SLAC, 09-14-2007

  45. Use Case: Premium Client clicks ad got coupon? yes! registers as premium redirects + tempID + cLevel displays site makes purchase notifies + tempID + points updates coupon Sergei Chevtsov, SLAC, 09-14-2007

  46. The End Thank you!  Sergei Chevtsov, SLAC, 09-14-2007

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