AD PUBLISHER PERFORMANCE AND MITIGATION OF CLICK FRAUD
The claimed subject matter can provide a mechanism that facilitates a new advertising architecture in the advertising space, e.g., for ranking publishers of ads and/or mitigating click-fraud. A mechanism is provided to confirm transactions that occur between a customer and a merchant as well as an indication of which ad publisher made the referral. Accordingly, the performance of an ad displayed by a publisher can be assessed, and, e.g., employed in the pricing scheme for displaying the ad. The ad publisher performance ratio can be relative to other ad publishers and can be employed with a pay-per-click, pay-per impression, or other similar billing structures.
1 . A computer implemented system that accurately estimates the performance of an ad-publisher and/or mitigates click-fraud, comprising:
an ad distribution network host that distributes an ad associated with a merchant to a publisher, the publisher displays the ad on a website; and
a performance ranking component that estimates a performance ratio for the ad.
2 . The system of claim 1 , the publisher displays the ad on the website in exchange for a percentage of advertising revenues.
3 . The system of claim 2 , the advertising revenues are derived from at least one of a pay-per-click (PPC) scheme and a pay-per-impression scheme.
4 . The system of claim 2 , the percentage of the advertising revenues is adjusted according to the performance ratio.
5 . The system of claim 1 , the performance ratio is based upon a percentage of transactions between a customer and a merchant that resulted from a click on the ad.
6 . The system of claim 5 , the percentage of transactions that resulted from a click on the ad is determined by a points distribution mechanism.
7 . The system of claim 1 , the performance ratio is based upon a percentage of transactions between a customer and a merchant that resulted from an impression of the ad.
8 . The system of claim 7 , the percentage of transactions that resulted from an impression of the ad is determined by a points distribution mechanism.
9 . The system of claim 1 , the performance ratio is a relative value determined by comparing an effectiveness of the ad on a first publisher website relative to a second publisher website.
10 . The system of claim 9 , the effectiveness is determined by comparing a number of transactions that occurred as a result of an ad displayed.
11 . The system of claim 10 , the effectiveness is determined by comparing a number of transactions that occurred as a result of a click on the ad displayed.
12 . The system of claim 1 , the performance ratio is a value determined by an absolute scale.
13 . A computer implemented method for accurately estimating the performance of an ad-publisher, comprising:
distributing an ad associated with a merchant to a first website and a second website;
displaying the ad on the first website and on the second website;
verifying a transaction between the merchant and a customer that resulted from clicking the ad; and
calculating a performance ratio for at least one of the first website and the second website.
14 . The method of claim 13 , the performance ratio is based upon a percentage, the percentage is a number of clicks on the ad displayed on a particular website that resulted in the transaction.
15 . The method of claim 14 , the performance ratio is based upon the percentage for the first website relative to the percentage for the second website.
16 . The method of claim 15 , the displaying the ad is in exchange for remuneration.
17 . The method of claim 16 , the remuneration is based at least in part upon the performance ratio.
18 . The method of claim 16 , the remuneration is the product of a PPC and the performance ratio a particular website.
19 . The method of claim 14 , the performance ratio is based upon the percentage for a particular website relative to an expected value.
20 . A computer implemented system for accurately estimating the performance of an ad-publisher and/or mitigating click fraud, comprising:
computer implemented means for hosting an ad associated with a merchant on a first website and on a second website;
computer implemented means for verifying a transaction between the merchant and a customer that resulted from a click-through of the ad;
computer implemented means for determining a percentage of click-throughs from a certain website that result in a transaction;
computer implemented means for calculating a performance ratio for at least one of the first website and the second website based upon the percentage.