网络广告中反CPC点击作弊研究
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Anti CPC Click-cheating on Network Advertisement
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    摘要:

    随着互联网日新月异的发展与网民数量的骤增,网络已经成为了一个更加适合传播广告并获得良好展示效果的平台。各种网络广告交易平台也如雨后春笋般出现,每次点击付费(CPC)的网络广告模式也逐渐被大家接受。可是随之而来的问题是点击作弊的预防与检测迫在眉捷,因为这将直接关系到这种广告模式能否长久。本文分析了CPC点击作弊的常见手段及特征,以及已有的反作弊手段及措施,并对通过监测IP来防止作弊的传统的防作弊手段,提出了一些改进措施,来有效的区分出多人共用IP,爬虫程序IP以及机器人作弊程序IP;提出了一些新的防作弊措施,如通过分析点击时间来防止作弊,以及通过自适应阈值控制来防止作弊等。

    Abstract:

    With the rapid development of Internet and the double-quick increment of the number of netizens, the network has become more suitable platform for dissemination and high quality exhibition of advertisement. A variety of online advertising trading platforms are springing up like mushrooms, and CPC (cost-per-click) model of online advertising is gradually being accepted. However, the problem appears with this phenomenon is that click fraud prevention and detection of pressing, because it will have a direct bearing on whether CPC can become a long-term advertising model. This article talks about the characteristics of the CPC click-cheating means and analyzes the existent methods of preventing and detecting the CPC click-cheating, and puts forward some improvement measures on the traditional anti-cheating by monitoring IP address, effectively distinguishing the IP shared by many people, reptiles IP, as well as IP of robot cheat program; and proposed some new anti-cheating measures, such as anti-cheating by analyzing click-time, anti-cheating by adaptive threshold controlling, and so on.

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常艳,汤小春. 网络广告中反CPC点击作弊研究[J]. 科学技术与工程, 2010, (4): .
Chang Yan, TANG Xiao-chun. Anti CPC Click-cheating on Network Advertisement[J]. Science Technology and Engineering,2010,(4).

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历史
  • 收稿日期:2009-11-07
  • 最后修改日期:2009-11-07
  • 录用日期:2009-11-12
  • 在线发布日期: 2010-02-09
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