Pitfalls and Fraud In Online Advertising Metrics
研究在线广告效果低于预期和测量值的原因，包括外部欺诈和因果分析错误，并探讨广告主最易受影响的场景、合同调整方案及问题根源。
<h3>ABSTRACT</h3> How does online advertising become less effective than advertisers expect and less effective than measurements indicate? The current research explores problems that result, in part, from malfeasance by outside perpetrators who overstate their efforts to increase their measured performance. In parallel, similar vulnerabilities result from mistaken analysis of cause and effect—errors that have become more fundamental as advertisers target their advertisements with greater precision. In the paper that follows, the author attempts to identify the circumstances that make advertisers most vulnerable, notes adjusted contract structures that offer some protections, and explores the origins of the problems in participants9 incentives and in legal rules.