Managing the quality of CPC traffic

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Managing the quality of CPC traffic

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Electronic Commerce archive
Proceedings of the tenth ACM conference on Electronic commerce table of contents

Stanford, California, USA

SESSION: Session 7 table of contents

Pages 215-224

Year of Publication: 2009

ISBN:978-1-60558-458-4

Authors

Bobji Mungamuru	Stanford University, Stanford, CA, USA
Hector Garcia-Molina	Stanford University, Stanford, CA, USA

Sponsors

ACM: Association for Computing Machinery
SIGEcom: ACM Special Interest Group on Electronic Commerce

Publisher

ACM New York, NY, USA

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ABSTRACT

We show how an online advertising network can use filtering, predictive pricing and revenue sharing together to manage the quality of cost-per-click (CPC) traffic. Our results suggest that predictive pricing alone can and should be used instead of filtering to manage organic traffic quality, whereas either method can be used to deter click inflation.

REFERENCES

Note: OCR errors may be found in this Reference List extracted from the full text article. ACM has opted to expose the complete List rather than only correct and linked references.

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