On the Security of Pay-per-Click and Other Web Advertising Schemes

We present a hit inflation attack on pay-per-click Web advertising schemes. Our attack is virtually impossible for the program provider to detect conclusively, regardless of whether the provider is a third-party `ad network' or the target of the click itself. If practiced widely, this attack could accelerate a move away from pay-per-click programs and toward programs in which referrers are paid only if the referred user subsequently makes a purchase (pay-per-sale) or engages in other substantial activity at the target site (pay-per-lead). We also briefly discuss the lack of auditability inherent in these schemes.

• Type: Journal
• Year: 1999
• Where: CN
• Authors: Vinod Anupam, Alain J. Mayer, Kobbi Nissim, Benny Pinkas, Michael K. Reiter
• Keywords: CN 1999, Hit Inflation Attack, Pay-per-click Web Advertising, Program Provider