一种有效防范广告发布商欺诈行为的策略

由于信息的不对称,广告主无法预知广告发布商的优劣性,欺诈广告发布商借机混入关键词广告市场,并通过实施欺诈行为骗取广告收入,极大地损害了广告主的利益.针对这日益严重的关键词广告欺诈问题,文章从延期支付这一新思路对其进行研究.基于广告主企业如何补偿延期支付带给优质广告发布商的风险问题,建立延期支付补偿模型;基于广告主识别欺诈广告发布商所需时间服从指数分布的假设,并构建了识别概率模型.模型求解和数值算例表明：延期支付策略可以在剔除欺诈广告发布商的同时,实现广告主和优质广告发布商收益的增加.

One Effective Strategy to Prevent Fraud from Advertising Publisher

Advertisers face difficulty in predicting the quality of advertising publishers for the asymmetry of information,rogue advertising publishers mix into the online advertising market and claim payment with the implementation of advertising fraud,which greatly damage the interests of advertisers.This article from a new way：delaying payment,to save the problem of online advertising fraud.Based on how the advertisers compensate advertising publishers in the face of delayed payment,a delaying payment compensation model was formulated.And based on the assumption of the advertiser detects rogue advertising publisher with a delay that follows an exponential distribution,a probability model of recognition was formulated.The results suggest that：Delaying payment could prevent rogue advertising publishers from participating,while simultaneously increasing the profits of advertiser and good advertising publisher.