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Sergei Chevtsov, SLAC, 09-14-2007
Personal Intro
Sergei Chevtsov
born in Russia, raised in Germany
software developer
at SLAC since 2005
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Syndicator
Publisher
Advertiser
Adclicks
contractspay$
Pay-per-Click
registers
Sergei Chevtsov, SLAC, 09-14-2007
Syndicator
Publisher
Advertiser
Ad
contracts
PPC: Ad Publishing
hosts
Sergei Chevtsov, SLAC, 09-14-2007
Syndicator
Publisher
Advertiser
Adclicks
pays
PPC In Action
registers
Sergei Chevtsov, SLAC, 09-14-2007
P+S(Google)
Advertiser
Adclicks
Simplified Model of PPC
registers
redirects
pays
Sergei Chevtsov, SLAC, 09-14-2007
Forms of Click Fraud
Click simulator
e.g. bot
Unintentional click
e.g. curser-following banner
Click farm
Sergei Chevtsov, SLAC, 09-14-2007
Victims of Click Fraud
Advertiser
loss of money
Web surferunpleasant experience
Sergei Chevtsov, SLAC, 09-14-2007
Focus of my Talk
Advertiser
loss of money
Web surferunpleasant experience
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Term
Client Attestor determines whether a client is legitimate
based on her actions.
Attestor? ok
Sergei Chevtsov, SLAC, 09-14-2007
Advertiser
Adclicks
contracts
Who could act as Attestor?
registers
redirects
Sergei Chevtsov, SLAC, 09-14-2007
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
Advertiser
clicks
contracts
PPC + Attesting
registers
attests
Ad
?
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Simple Use Case
Client Google Advertiserclicks ad
redirects
displays site
makes purchase
registers
Sergei Chevtsov, SLAC, 09-14-2007
2 Steps of Attesting
Client Google Advertiserclicks ad
redirects
displays site
makes purchase
notifies (1)
certifies (2)
registers
Sergei Chevtsov, SLAC, 09-14-2007
Feedback from Advertiser
Client Google Advertiserclicks ad
redirects
displays site
makes purchase
notifies (1)
certifies (2)
registers
Sergei Chevtsov, SLAC, 09-14-2007
Basic Requirements
Client Google Advertiserclicks ad
redirects
displays site
makes purchase
notifies
certifies
registers
•Client Privacy
•Added Value
Sergei Chevtsov, SLAC, 09-14-2007
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
Communication via Temporary Client ID
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
redirects + tempID
notifies + tempID
•Client Privacy
Sergei Chevtsov, SLAC, 09-14-2007
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
Action Points
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
redirects + tempID
notifies + tempID + points
•Client Privacy
Sergei Chevtsov, SLAC, 09-14-2007
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
Value of Points/Level
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
redirects + tempID + cLevel
notifies + tempID + points
•Client Privacy
•Added Value
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Production Issues
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
•Authenticity
•Uniqueness
•Clean up
redirects + tempID + cLevel
notifies + tempID + points
Sergei Chevtsov, SLAC, 09-14-2007
Production Issues
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
•Useful metric
•Transferability
•Integrity/Auditing
•Competitor access?
redirects + tempID + cLevel
notifies + tempID + points
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
2 Steps of Attesting
Client Google Advertiserclicks ad
redirects + tempID + cLevel
displays site
makes purchase
certifies (2)
registers
notifies+tempID+points (1)
Sergei Chevtsov, SLAC, 09-14-2007
Client Certification
Client Google Advertiserclicks ad
displays site
makes purchase
certifies (2)
registers
redirects + tempID + cLevel
notifies + tempID + points
Sergei Chevtsov, SLAC, 09-14-2007
Basic Requirements
Client Google Advertiserclicks ad
displays site
makes purchase
certifies
registers
redirects + tempID + cLevel
notifies + tempID + points
•Client Privacy
•Speed
Sergei Chevtsov, SLAC, 09-14-2007
Premium Clicks
Client Google Advertiserclicks ad
displays site
makes purchase
certifies via coupon
registers
redirects + tempID + cLevel
notifies + tempID + points
Use coupons from“ Premium Clicks”!
Sergei Chevtsov, SLAC, 09-14-2007
Contents
1. Pay-per-Click Fraud
2. Click Attestor
3. Naïve Design
4. Online Demo
5. Integration with Premium Clicks
6. Summary
Sergei Chevtsov, SLAC, 09-14-2007
Use Case: New Client
Client Syndicator Advertiserclicks ad
displays site
makes purchase
certifies via coupon
registers
redirects + tempID + cLevel
notifies + tempID + points
got coupon?
no.
Sergei Chevtsov, SLAC, 09-14-2007
Use Case: Premium Client
Client Syndicator Advertiserclicks ad
displays site
makes purchase
updates coupon
registers as premium
redirects + tempID + cLevel
notifies + tempID + points
got coupon?
yes!