A Hybrid Method to Detect Deflation Fraud in Cost-Per-Action Online Advertising
Web advertisers prefer the cost-per-action (CPA) advertise ment model whcreby an advertiser pays a web publisher according to the actual amount of transaetions, rather than the volume of advertisement clicks. The main obstacle for a wide deployment of this model is the defla tion fraud. Namely, a dishonest advertiser underreports the transaction count in order to discharge less. In this paper, we present a mechanism to detect such a fraud using a hybrid of cryptography and probability tools. With the assistance from a small number of users, the publisher can detect deflation fraud with a success probability growing exponen tially with the fraud amount, and can estimate the amount of frands. Our scheme is amiable to both the advertiser and the users because the existing transaction model remains unchanged. It is also efficient and scalable as the incurred communication, computation and storage costs are independent of the number of transactions.
Xuhua Ding
Singapore Management University
国际会议
8th International Conference,ACNS 2010(第八届国际应用密码与网络安全大会)
北京
英文
545-562
2010-06-22（万方平台首次上网日期，不代表论文的发表时间）