Jump to Content

Competition and Fraud in Online Advertising Markets

Bob Mungamuru
Stephen A. Weis
Financial Cryptography (2008)


An economic model of the online advertising market is presented, focusing on the effect of ad fraud. In the model, the market is comprised of three classes of players: publishers, advertising networks, and advertisers. The central question is whether ad networks have an incentive to aggressively combat fraud. The main outcome of the model is to answer this question in the affirmative