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Pay-Per-Percentage of Impressions: An Advertising Method that is Highly Robust to Fraud

In this paper, we describe a simple method for selling advertising, pay-per-percentage of impressions, that is immune to both click fraud and impression fraud. We describe assumptions required to guarantee the immunity, which impact the design of the system. In particular, ads must be shown in a truly random way, across the percentage of impressions purchased. We describe prefix-match: a system that is similar to broad-match, but more compatible with pay-per-percentage. We show how to auction pay-per-percentage matches, including prefix matches in a revenue maximizing way. Finally, we describe variations on the technique that may make it easier to sell to advertisers.